As consumers prepare for outdoor events, skin care brands are boosting formulas with antioxidant-defense and pollution protection as seen in Goodhabit’s Catch Flights Not Feelings Skin Shielding Serum, The Route’s The Day Drink, Shielded Beauty, and Hero Cosmetics’ Force Shield Superfuel Serum Stick and Force Shield Supercharged Reset Mist. Lips are also being prepped for summer with hydrating balms, while hair care aficionados can look forward to accessing more options to meet their specific needs.
Goodhabit Catch Flights Not Feelings Skin Shielding Serum
Waitlist worthy: An antioxidant-rich serum infused with nine botanicals, including arnica and ginko biloba, that aim to hydrate skin and guard it from pollution, dust, smoke, smog, and airplane air.
Marketing plan: “To promote Catch Flights Not Feelings Skin Shielding Serum, we kicked things off June 1 with a pre-order for customers who want to be the first to try our latest launch. Preorders receive a free deluxe sample – our Mini Clean Scene Micellar Gel,” said Isamar Batista, VP, Marketing & Owned Brands. “Now that we’re able to move around a little more freely, we’re excited to host a small group of top tier editors in The Rockaways for a Staycation that will get them in the spirit of our skin shielding super-serum. They will learn everything about Catch Flights Not Feelings from ingredient origins to application tips. We are also hosting a virtual event where our CEO/Co-Founder Mariya Nurislamova and VP of Product Innovation, Jeniece Trizzino, will give them the scoop on the inspiration for Catch Flights Not Feelings. All will be amplified across SMS, email, and social platforms with a little help from a dedicated group of nano-influencers, and YouTube creators.”
Availability: June 1 (pre-order), followed by the full rollout June 21 at goodhabitskincare.com
Ethique Zero Waste Lip Balm
Waitlist worthy: “Our brand new launch into the lip care category has been a long time coming,” said Brianne West, Founder, Ethique. “With almost 200 million plastic lip balm tubes binned every year, and the vast majority never recycled, we knew we needed a better solution. This collection of zero waste lip balms is here to help our customers do good with every swipe. We carefully craft each balm with naturally derived, fairly traded, sustainable, plant-based ingredients that nourish and hydrate lips – all packaged in 100 percent plastic free, home compostable tubes that don’t cost the Earth. The product has been launched in Australia and New Zealand already and has received 4+ star reviews.”
Marketing plan: “To heighten awareness for our lip balms and the greater sustainability movement at large, we will be launching in the U.S., Canada and the UK on World Oceans Day, June 8,” explained Brianne. “For this launch, we are inspiring consumers through product trial and social content. To do so, we are seeding product to beauty lovers, environmental advocates, animal enthusiasts and more to build brand awareness and leverage real-time consumer feedback. We’re also curating content-fueled social media campaigns across popular platforms such as TikTok and Instagram to further drive engagement, while encouraging our online community to take action offline in support of a healthier planet through simple steps like swapping single-use plastic containers for reusable ones. We will be enticing consumers with the ability to sign up to be the first ones to know when the lip balms arrive, pre-release emails, launch emails and displaying ads embedded with video on our site to encourage them to check out our new product category. Lastly, we’ve created unique video content to show the efficacy of the products and further educate the consumer about our balms, from our sustainably sourced ingredients to the 100 percent compostable tubes, further communicating our overarching message that the balms do good for people and the planet.”
Availability: June 8 on Ethique.com
Price: $8.50 each
M·A·C Magic Extension Mascara
Waitlist worthy: M·A·C Magic Extension 5mm Fibre Mascara formula is designed to offer a fake lash look and is armed with consumer testing to back up its claims. 90 percent of users said lashes achieve over-the-top, exaggerated volume and 94 percent of users said lashes look longer, fuller and lifted.
Marketing plan: “Inspired by the more-is-more spirit of the product, the launch of Magic Extension 5mm Fibre Mascara includes a full omnichannel approach with activations across digital, social, influencer, earned media, in-store, virtual eventing and education,” said Andre Branch the SVP, General Manager of M·A·C Cosmetics. “Across all touchpoints, we are amplifying the benefits, demonstrating the exaggerated lengthening and volume effects and romancing the luxurious formula to show mascara lovers and seekers just how extreme our most extreme mascara is. We also took our plans one step further to partner with Allure, giving their editors and beauty box subscribers first access to the mascara and will be leveraging its new ‘One to Watch’ seal on communications. With amped up support from our retail partners at Ulta Beauty, this innovation will be everywhere.”
Availability: June 3 at Ulta Beauty and M·A·C (stores and online)
DevaCurl’s The New DevaCurl and Curlbond Lines
Waitlist worthy: The New DevaCurl line is an enhancement to the brand’s signature cleanse, condition and styling products and introduces a new line Curlbond, designed to repair hair. “For the last 25 years, the DevaCurl brand has grown an amazing curl community on the strength of our stylist-endorsed products and one-of-a-kind wash n’ go transformations. What we’ve realized along the way is that our consumer has grown to love how versatile their curls are. As we looked towards the future of the brand, we understood that it was time for us to produce curl care innovations that would meet our consumer’s evolving need for curl flexibility,” said Sukiana Chancy VP, Marketing, DevaCurl.
Marketing plan: “Our innovation launch plans include advertising on TikTok and Connected TV for the first time supported by campaigns on social and digital platforms, a reimagined influencer program that activates diverse curly creators, shelf-disrupting packaging, a digital VR launch event open to our Pro community as well as the core consumer, and expert-led content produced in collaboration with our Expert Curl Council and Professional Stylists that speak to our commitment to formulas that are scientifically rooted and stylist approved,” said Sukiana.
Availability: June 15 on DevaCurl.com and Ulta Beauty and Ulta.com
Price: $11 – $46
Jane Iredale Smooth Affair Illuminating Glow Face Primer
Waitlist worthy: “For the launch, it’s all about ‘more’,” said Chris Payne, CEO, Jane Iredale. “We are building on our iconic Smooth Affair Brightening Primer and adding another look/finish to broaden our customer base while still delivering the same commitment to skin-loving formulas. This new primer leverages hyaluronic acid to boost your skin while delivering a luminous, glowing skin finish which can work on its own, or set the face for perfect make-up application.”
Marketing plan: “Our focus is on conversion through trial and product experience with even more support from key influencers, professional MUA’s, Dermatologists, Plastic Surgeons and Estheticians,” said Chris. “We are investing heavily on single-use and trial size samples of multiple formulas for easy product comparison – more samples than we have ever made for a launch. We will be deploying these samples through a targeted event strategy within key professional practices, national partners and carefully segmented customer groups online. We have also taken this opportunity to refresh the packaging of the entire Smooth Affair franchise, updating the tubes and cartons to reflect a more modern approach that better reflects the positioning and benefits of the products. Again, it’s all about more – more options for the consumer, more sampling, more skin professionals, more makeup artists, more influencers, more benefits for your skin and makeup.
Availability: June 14 on janeiredale.com
House of Sillage Whispers of Truth Noir
Waitlist worthy: Whispers of Truth Noir is the first leather floral fragrance from House of Sillage. The iconic Whispers of Truth is re-imagined into a brand new scent and haute joaillarie design by House of Sillage. This fragrance is infused with notes of warm spices, leather, suede, rose, vetiver, caramel, and musk. The bottle features over 200 hand placed diamond-cut Swarovski Crystals which are finished in black enamel and gold plated in 18K yellow gold.
Marketing plan: “The marketing plan will consist of a widespread content creator launch within the luxury beauty and fragrance community,” explained Nicole Mather, Founder & CEO, House of Sillage. “The campaign features Christian Hogue and I in a debut video commercial and ad campaign. To build excitement, House of Sillage will be releasing Whispers of Truth Noir as a countdown midnight drop on June 11 on our website.”
Availability: June 11 on houseofsillage.com releasing, followed by Saks Fifth Avenue and Bloomingdales in Summer 2021
ILIA Balmy Tint Hydrating Lip Balm
Waitlist worthy: Celebrating the brand’s 10th anniversary, ILIA’s Balmy Tint Hydrating Lip Balm reimagines the brand’s original hero product with new ingredients, new shades and a new shape.
Marketing plan: “For the launch of ILIA’s Balmy Tint Hydrating Lip Balm, we are celebrating color in a big way via vibrant photography from our ‘Love Heals’ campaign,” said Sasha Plavsic, Founder, ILIA. “Diverse content creators will showcase the eight, super buttery Balmy Tint shades. Out of home will be a key component of the marketing strategy—from billboards, to digital billboards, to wild postings, to bus shelter inserts in cities ranging from NYC, to LA, to SF, to Miami and to Chicago. To kick off the launch, I will also host a virtual influencer event with Emily Dougherty, a long-time brand fan who has been dubbed the queen of lipstick smashing. Product sampling will also be key, so customers can try the eight wearable shades.”
Availability: June 1 at iliabeauty.com
Hero Cosmetics Force Shield Superfuel Serum Stick and Force Shield Supercharged Reset Mist
Waitlist worthy: The cooling swipe-and-go gel serum stick is designed to keep skin strong against external factors by boosting its protective microbiome and moisture barrier with prebiotics, soothing hydration, and antioxidants. The mist aims to refreshes skin by balancing bacteria with pore-purifying botanicals like tea tree, totarol, elderberry, and rosemary.
Marketing plan: “To launch our Force Shield line in a meaningful and memorable way, we’re creating a summer-long experience rooted in positivity and encouraging people to get out and ‘Have a Great Day.’ The campaign will highlight how Force Shield protects, resets, and refuels your skin at home and on-the-go, so you can keep on having a great day, no matter what you’re doing. We’re excited to activate the campaign across all of our digital channels, as well as via experiential events in NYC and LA throughout the summer.”
Availability: June 8 at herocosmetics.us
Waitlist worthy: Higher Education Skincare, a clean beauty brand that caters to the Gen Z and millennial market, has debuted a new look with bold packaging made completely of recycled materials.
Marketing plan: “Since its initial launch in 2018, and now with our rebrand, Higher Education’s mission has been to provide intelligent, vegan, and clean skincare to an intelligent generation,” said Deb Nash, Founder, Higher Education Skincare. “While serious ingredients and ethics go into creating the Higher Education brand and collection, its relatability is reflected in the playful names of each product, speaking to both the intent of use and the everyday student life experienced by its core users. These efforts will be accompanied by a heavy push around our digital platforms emphasizing sustainability, effectiveness of the products and an eye to giving back and diversity.”
Availability: June 17 (rebrand) online at highereducationskincare.com, Von Maur, Lord & Taylor, and select college bookstores
Price: $15 to $39
Pai Skincare Carbon Star
Waitlist worthy: Pai’s new Carbon Star face oil is an overnight complexion clarifier formulated with organic black cumin seed meant to decongest clogged pores and vegetable charcoal designed to absorb toxins and purify skin.
Marketing plan: “For this launch we’re on a mission to land the message that Carbon Star is THE oil for oily, blemish-prone skin,” said Sarah Brown, Pai Skincare Founder. “We’re focusing on communicating the emotional benefit of the product through relatable, educational content across multiple consumer touch-points. Our multi-channel campaign will run across social, display and YouTube as well as through select media partnerships. We’re also executing a global sampling campaign with key partners including Detox Market, Shen Beauty, Saks Fifth Avenue and Grove Beauty in the US. We’ve taken a tiered approach with our social outreach, working with skin positivity advocates, ingredient experts and nano influencers who are passionate about the industry. Having already completed a whirlwind virtual press tour, I’ll also be hosting two virtual press events to UK and US editors respectively, where we’ll not only focus on the product education piece but the holistic factors that can impact blemish-prone skin.”
Availability: June 1 at Paiskincare.us
The Route The Day Drink
Waitlist worthy: The hydration tonic is packed with targeted high potency actives that aim to deliver super-antioxidant defense, revitalize skin energy, and create a barrier against blue light and urban pollution.
Marketing plan: “Because of The Day Drink’s playful name and multi-purpose formulation featuring cucumber water, daytime targeted high potency actives, and an energizing blend of minerals for an anytime/anywhere skincare boost, we’re taking a lifestyle-forward approach to our launch strategy,” said Courtney Baber, Co-Founder, The Route. “From campaign imagery set in an idyllic retro Palm Springs environment to our partnership with Spa Girl Cocktails to our upcoming intimate SoCal launch event for key media and influencers, we will bring the product to life with spirited sophistication. Our Skincare BFFs will be the first to gain access to the new product through our coveted pre-launch waitlist, ahead of both online and brick and mortar launches. All with the intention of bringing HAPPY, HEALTHY, BEAUTIFUL skin to our customers and celebrating the warmth and energy that summer brings.”
Availability: June 1 on theroutebeauty.com, followed by a rollout to Ulta Beauty and Dermstore
Defender Pro by Skin Authority
Waitlist worthy: As a Level II medical device that is FDA tested and approved, this air filtration system is a first of its kind device that goes beyond standard HEPA capabilities by filtering out ultra-fine particles at 0.1 microns in size that other systems miss (HEPA filtration capture particles 0.3 microns in size.). With a lifetime warranty, this device aims to arm homes and businesses against everything from viruses and smoke to chemicals and urban pollution.
Marketing plan: Skin Authority will be teaming up with its leading spa, fitness, wellness and hospitality brands this summer to introduce the wellness and skin benefits of Air Beautification. Through its ‘come inside for a breath of fresh air’ campaign consumers will experience the benefits of air that’s being beautified by Skin Authority’s air defender pro medical device in elevated fitness classes, spa treatments, and upgraded wellness rooms at key hotel brands. Skin Authority and its partners will offer the device as a tool for home use, as well. The brand will be launching a direct-to-consumer campaign utilizing informational videos, interviews with nationally recognized expert physicians in the fields of pulmonology and dermatology, direct to consumer email and social media advertising with real consumer and professional testimonials, and a live master class (via zoom) with education for consumers and professionals alike about air pollution hosted by CEO and product developer, Celeste Hilling.
Availability: June 1 on SkinAuthority.com
Odele Moisture Repair Shampoo + Conditioner and Ultra Sensitive Shampoo + Conditioner
Waitlist worthy: The Moisture shampoo is designed to offer intense hydration, while the Sensitive shampoo offers extra gentle performance for hair and skin, is fragrance-free and accepted by National Eczema Association.
Marketing plan: “To support the launch of our new regimens, we are starting close to home, reaching out to our community with a full-size sampling campaign to drive trial, generate excitement and start to spread the word,” said Lindsay Holden, Co-founder, Odele. “That effort will be paired with product seeding to editors, influencers, and VIP, along with materials to help educate about the products reason for being in our line up and the research backed benefits they address. The overall focus will be on hair health; one regimen repairs and restores damaged hair, and the other is safe for sensitive skin and those with eczema, a condition that over 31 million people in the U.S. have during their lifetime. All of our efforts will be amplified through e-mail, social, and further education on our blog, The Rinse. We’ve been sworn to secrecy, but the new products have already received some (to-be-announced) accolades and are slated to be spotted in bathroom scenes on popular streaming shows starting this summer.”
Availability: Early June at odelebeauty.com, followed by Target in July
Sonya Dakar x Warriors by Alexis Ren
Waitlist worthy: Skincare guru, Sonya Dakar and founder Alexis Ren of We Are Warriors have teamed up on a limited set of her must-have products for summer. The limited edition collection includes a lime green vegan leather pouch and the brand’s best-selling products for clarifying and sensitive skin.
Marketing plan: “We are supporting this exciting collaboration by offering a first time ever educational skincare master class with Sonya and Alexis for digital available exclusively to the Warriors community,” said Mimi Dakar Berry, Creative Director, Sonya Dakar Skincare. The collab itself will be exclusive to the We are Warriors and Alexis Ren’s community for 24 hours before we launch a wide campaign via email, web, social and SMS. In addition Sonya Dakar will hosting weekly IG live’s and dropping weekly pre-recorded skin tips that go along with the products in the collection, as well as select influencer and celebrity seeding. and We have been teasing the collection on social media with a text code to be the first to access the limited edition collaboration.”
Availability: June 1 on sonyadakar.com
Grande Cosmetics GrandeGUMMIES Vegan Collagen Booster
Waitlist worthy: These gummies are powered by a blend of vitamins, antioxidants and amino acids and are meant to provide the raw materials needed to support natural collagen production. The citrus-flavor is also filled with biotin, folic acid, and zinc to enhance follicle health for total hair, lash and brow rejuvenation.
Marketing plan: “Our customers have come to know and trust the Grande Cosmetics brand for transformative beauty solutions for the lashes, brows, lips and hair, so designing an all-natural, effective supplement to beautify from the inside out was a natural next step,” said Alicia Grande, Founder and CEO of Grande Cosmetics. “To bring the launch to life and provide education about the many benefits of these vegan collagen booster gummies, our in-house creative team partnered with a third-party clinical testing facility to develop bright and bold video and photography assets featuring the results of real product users. The assets were integrated into a 360-degree marketing campaign, including digital advertising, social media, website takeover and a media and influencer mailing with a beautifully branded citrus fruit basket inspired by the delicious, all-natural flavor of GrandeGUMMIES. We will continue to raise awareness through strategic influencer partnerships and digital marketing activations.”
Availability: Available for pre-sale at GrandeCosmetics.com now, and at Amazon and Salon Centric in July 2021
LilyAna Naturals Retinol Serum and Dark Spot Corrector
Waitlist worthy: The Retinol Serum is designed to boost skin’s natural collagen, reduce the look of dark spots, enhance elasticity, and prevent new wrinkles over time. The Dark Spot Corrector Serum aims to even out skin tone, reduce breakouts, minimize the appearance of acne marks and tightens pores.
Marketing plan: The brand will be supporting the launches with robust digital and social campaigns, coupled with organic influencer seeding and sampling opportunities. Communications for these products will speak to the clean, vegan ingredients that are preserved naturally and are suitable for all skin types and tones.
Price: Retinol Serum ($28); Dark Spot Corrector ($26)
Availability: June 2021 on Amazon.com
Waitlist worthy: A five-item range that goes beyond clean to “safe” beauty, Shielded Beauty was created by Beauty Barrage Founder and CEO, Sonia Summer. Sonia developed the line, the first for her company, during COVID-19 in search of products to protect her skin. “There had to be something better than hand sanitizer,” she said. The formulas fuse antimicrobial properties with non-toxic actives for daytime protection and live probiotics to restore skin’s health and balance day and night. The launch includes: a prebiotic cleansing foam facewash, a moisturizer with peptides, a fragrance-free purifying mist that protects against atmospheric impurities, a Probiotic + HA Serum to build up the skin barrier and a hand and body combination purifying lotion. There is also a Self-Defense system with the mist, hand and body lotion and moisturizer. The brand is Peta, cruelty free and vegan certified, B Corp pending and features cartons with a UV antimicrobial coating.
Marketing plan: The strategy is to gain as much brand awareness as possible with like-minded brand collaborations, influencer campaigns and social selling. The focus will be on skin health and ingredient education through masterclasses, videos and blogs. “Our website will be a dynamic destination for customers to learn more,” Sonia said. The launch will also be supported with experiences via video chats and social media free sample giveaways. Shielded Beauty will also participate in a few subscription box programs, Sonia said.
Availability: June 1 (pre-order), followed by the full rollout end of month on www.shieldedbeauty.com and Instagram handle @shielded_safeguardyourskin
Price: $32 to $55