To say Becca was all aglow last week at their Step Into The Light party in Soho is truly an understatement. The beauty brand, led by Robert DeBaker, invited media, bloggers and influencers to learn about highlighting and achieving various glowy looks by linking specially lighted rooms with specific glow goals. The reason for the event? According to Becca, consumers are confused about highlighters, what they are and what they do, not to mention where and when they should be applied. Two new items also launched at the event.

“We’re hyper attuned to our consumer. It’s a big part of our brand positioning,” said Annie Bystryn, Vice President of Marketing for Becca, which was acquired by The Estée Lauder Cos. in November. “After much research and polling, we realized she has a misimpression and a misconception about highlighters and think that it can be very labor intensive. For some, they don’t know exactly what a highlighter does. I would liken it to what primer was 15 years ago, people didn’t yet understand that it was part of your makeup bag.”

In order to reintroduce these essential makeup products, and the many different ways to correctly express that healthy, fresh glow consumers obsessively scan YouTube videos to achieve, Becca produced an event to announce their new campaign.

“We wanted to create a universal guide that would help our consumer shop, navigate and find the perfect glow,” Annie said, adding that over 55 percent of the company’s consumers are multi-ethnic or identify themselves as non-white. “Instead of going after the right word, we wanted to create a visual language and metaphor.”

The company settled on ‘natural light.’

“There’s a universal understanding around the globe when you say natural light. We knew we could use that as an educational guide and jumping-off place,” she said. “Then we spent six months defining what each type of light is, what its actual quality is, and what the effect and benefit is for a consumer on her skin.”

At the event, held at a multi-level space on 214 Lafayette Street, Becca had six rooms representing light at different times of the day: dawn, sunrise, noon, sunset, twilight and moonlight. Each room coincided with a different product that specifically reflected a consumer’s glow goals: sunrise, a dewy glow; sunset, an over-all luminous glow, etc. Searching for fresh, awake and hydrated skin, one would turn to First Light Priming Filter, $38, one of two new releases on display. The second was Soft Light Blurring Powder, $38.

After defining what glow is, and the different looks one could achieve, Becca wanted to create an easy way for the consumer to shop.

“She doesn’t shop ‘dawn’ or ‘moonlight’, but she does shop ‘fresh awake’ skin or ‘subtle glow,’” Annie added. “This is a concept that specifically addresses not just highlighters, but all the different hybrid ways she can get glow. We didn’t want to narrowly place ourselves in the highlighter range, but rather go broadly because that’s what our product portfolio is, but that’s also how she shops.”

The brand also added a Glow Meter, so customers can shop for the right level of glow they want, which will debut on their website.

All products are now available on beccacosmetics.com and Sephora.com. Items will be available online at Ulta Beauty next week and in their stores by the end of January.