A shorter month doesn’t mean fewer launches. To that point, Beauty Insider made sure to highlight seven products rather than the traditional five in our monthly new product roundup. This month we’re seeing a trend toward items to help one glow, hydrate and detoxify, such as No7’s Early Defence Glow Activating Serum, Cosmedix’s Reboot Overnight Hydration Complex and Masqueology’s two-step mask, Charcoal Pore-Purifying Rubber Mask. Pro services are brought home with GloPRO’s Microneedling Regeneration Tool LIP Edition at-home device. While Profusion Cosmetics’ Pro Conceal & Contour and Dove’s Exfoliating Body Polish looks to bring innovation to the mass market. Finally, Blue Lagoon Iceland releases a sunblock with their Hydrating Cream Broad Spectrum SPF 30.
No7 Early Defence Glow Activating Serum
Marketer in charge: Hillary Hutcheson, No7 Senior Brand Director, Boots Retail USA
How it works: The fast-acting formula works to boost skin’s natural renewal process, helping clear and refine pores for glowing, healthier looking skin in just seven days
Waitlist worthy: Created specially for millennials, the powerful formula contains vitamin C, ginseng, rice peptides and an exclusive antioxidant complex.
Marketing plan: “Since this is a serum targeted toward millennial women, we have an influencer-led strategy,” said Hillary. “We co-hosted an exclusive VIP event in Los Angeles with Stephanie Mark, Co-founder of the luxury lifestyle site, Coveteur, to launch our #Glowin7 campaign to over 150 fashion, beauty and lifestyle influencers.” Other 360 campaign elements include social, consumer activations and a big sampling push.
New strategy:
“We are also launching a large scale digital campaign heavily weighted towards video and programmatic. The ad creative will feature testimonials from three well-known influencers: Meghan Rienks, Iris Beilin and Mr. Kate on their experience with No7 Early Defence Glow activating Serum over the course of seven days,” she added.
Get it:The item will retail for $24.99 and is available at Target, Target.com, Walgreens, Walgreens.com, ULTA Beauty and Ulta.com.
Cosmedix Reboot Overnight Hydration Complex
Marketer in charge: Julie Campbell, VP Marketing for Astral Health & Beauty
How it works: Reboot aims to replenish skin while sleeping, with lasting hydration and healthy probiotics.
Waitlist worthy: Ideal for cold winter months when skin is aching for hydration. Reboot contains pure plant-based ingredients for powerful results, including lactobacillus and coconut extract, palmitoyl tripeptide-5 and aloe.
Marketing plan: “Cosmedix’s plan is grounded in exclusivity,” said Julie. “Instead of being made available to the masses, Reboot will be available exclusively through our spa partners and skin care professionals. While we support an omni-channel approach to marketing and strive to provide a seamless customer experience, this is one instance where a product will only be available in a physical spa or skin care store.” Based on the success of this launch, the brand plans to roll out similar products and programs.
New strategy: “We want to position the skin care professional as an industry influencer,” she explained. “Our goal with the launch of spa exclusive products is to create programs to encourage consumer visits to licensed skincare professional.”
Get it: Available on Cosmedix.com for $32.
Profusion Cosmetics Pro Conceal & Contour
Marketer in charge: Sharon Wang, Vice President of Profusion Cosmetics
How it works: An all-in-one conceal, contour and highlight kit for all skin tones. Included are four highlighters, four powder contour/bronzer shades, one cream contour, four cream color-correctors and four cream concealers. Also included are two Pro-Series Brushes, one for precision sculpting and one for blending.
Waitlist worthy: For the mass category, the all-in-one high-pigment, high-performance palette offers a big bang for consumers’ bucks.
Marketing plan: The product will launch at select Target stores, “and will be supported with digital influencer campaigns, public relations initiatives within traditional and new media, as well as direct-to-consumer initiatives including sampling and experiential education on how to use the products,” said Sharon. “The goal is to incite trial and familiarity with the brand, as the quality and efficacy will speak for itself and incite new and loyal customers.”
New strategy: “For the first time ever, the brand will be creating informational kits to serve as the guides for the Target Beauty Advisors to utilize in their demos and to educate consumers on how to use our products and achieve quality, professional looks,” she added. To ignite engagement and trial, the brand will be dedicating an influencer campaign using Pro Conceal & Contour Kit to create unique looks. The campaign will target men and women of all skin tones to showcase the palette’s diversity and efficacy for everyone, staying true to the brand’s all-inclusive philosophy.
Get it: Target, Target.com and ProfusionCosmetics.com. It will retail for $12.99.
Masqueology Charcoal Pore-Purifying Rubber Mask
Marketer in charge: Phillip Ha, President, Masqueology
How it works: The two-step system starts with an activating purifying cream followed by a charcoal pore-purifying rubber mask, which locks in moisture.
Waitlist worthy: Charcoal powder is a terrific ingredient that purifies skin by removing dirt and excess sebum while minimizing pores.
Marketing plan: “Since two-step rubber masks are new to the skin care community, educating consumers is extremely important,” said Phillip. “We will do a massive social media outreach to create that foundation of properly using our product, so customers can have an effective result. We will also continue our influencer partnerships, along with social media promotions and education, about Korean beauty.”
New strategy: “We plan to increase our in-store purchases by creating a giveaway, through social media, that will encourage customers to purchase our items in order to participate,” he added. “Expanding our product worldwide is one of our recent goals; in order to achieve that we will need to attack social media aggressively to expose our products, as well as, making sure our sales match that exposure.”
Get it: Sold at 2,500+ Walmart, Amazon, Hush.com and Masqueology.com. for $4.
Blue Lagoon Hydrating Cream Broad Spectrum SPF 30
Marketer in charge: Arna Ingolfs, International Skin Care Sales Manager for Blue Lagoon Iceland
How it works: Minerals, geothermal seawater and silica, direct from Blue Lagoon Iceland, along with active sunscreen work together to provide lightweight hydration and sun protection.
Waitlist Worthy: The Hydrating Cream, a first-of-its-kind for the brand, protects and strengthens the skin’s barrier function while it minimizes the appearance of fine lines and wrinkles.
Marketing Plan: “We are targeting health, wellness and beauty influencers, and writers to focus on our messaging of overall wellness,” said Arna. “We will also provide first-person accounts of how this innovative product works. Additionally, we are focusing on beauty editorials and taking a 360-degree approach via editorial, social and advertorial outlets to promote the message both in the US and Europe.”
New strategy: “Our marketing and PR plan will target U.S. and international consumers through beauty and health magazines,” she added. “We’ll also target micro-influencers within the beauty and health landscape to further push the ‘wellness’ messaging and generate ‘authentic’ buzz surrounding the ‘self-care’ aspects of the product.”
Get it: Sold on shop-usa.bluelagoon.com for $89 for 50-ml.
GloPRO Microneedling Regeneration Tool LIP Edition
Marketer in charge: Jamie O’Banion, CEO & Co-founder
How it works: GloPRO Lip is designed for use on and around the lip area by stimulating the skin’s natural repair response and induce micro-rejuvenation deep within the skin for a visibly firmer, smoother, younger-looking appearance. Red LED light therapy and VibroTactile stimulation work synergistically to enhance regenerative skin benefits.
Waitlist worthy: “In beauty’s lip-obsessed moment, GloPRO LIP is the first at-home treatment to naturally simulate in-office results without the pain, expense or inconsistency,” said Jamie. “By adding definition to lip’s natural shape and restoring youthful volume, the product offers an alternative to the obvious and aging ‘duck lip’ syndrome, the aftermath of synthetic, lumpy injectables.”
Marketing plan: The brand’s campaign ‘Give. Bigger. Kisses.’ will include a product teaser, press and influencer seeding accompanied with posting across social media platforms starting in late January though launch month. The company will also invest in paid media and video ads through Facebook, Instagram, pay per click ads and retargeting.
New strategy: “Our plan is to exclusively launch on HSN Feb 5, followed by Nordstrom,” added Jamie. “We’ll also be participating in Camp Gorgeous, Neiman Marcus’ in-store and online campaign which spotlights new launches.”
Get it: Sold in HSN, Nordstrom, Neiman Marcus stores and BeautyBio.com for $249.
Dove Exfoliating Body Polish
Marketer in charge: Nick Soukas, Vice President of Marketing, Dove
How it works: Formulated with the brand’s signature one-quarter moisturizing cream, Dove Exfoliating Body Polish nourishes skin as one exfoliates.
Waitlist worthy: Available in three new fragrances – Crushed Macadamia & Rice Milk, Kiwi Seeds & Cool Aloe and Pomegranate Seeds & Shea Butter – Dove Exfoliating Body Polish is the first body scrub from Dove that exfoliates and nourishes for soft, smooth skin.
Marketing plan: The brand plans to reach millennial women through an emphasis on targeted digital, social media influencers and sampling. “Because the formula is very different than traditional sugar or oil-based scrubs, the marketing team is prioritizing sampling so women can try the product for themselves,” said Nick.
New strategy: “Dove will partner with leading beauty influencers through a phased roll out, who will tap into the different content formats to spark excitement for this new launch,” he added. “A focus on digital and social media will also help amplify buzzworthy reviews and word of mouth as more women try the product for themselves.”
Get it:Sold at mass, drug, grocery and online retailers. The item will retail for $5.99.
