Augustinus Bader The Geranium Rose Body Oil When Augustinus Bader introduces a body product, the beauty industry prepares to anoint from head to toe. The brand’s new luxurious body oil is a treatment ritual with skin-boosting amino acids and nourishing vitamin E. The silky, lightweight formula aims to hydrate and protect the skin’s moisture barrier without leaving behind a greasy residue. “The Geranium Rose Body Oil with TFC8 protects the skin’s integrity while supporting its innate renewal processes. The high-efficacy formulation deeply nourishes and hydrates the skin for a smooth, soft, firm structure. We have infused the oil with natural geranium and rose to help soothe and relax,” Professor Augustinus Bader tells CEW. Launched March 5; $110; available at augustinusbader.com and Saksfifthavenue.com Ban Total Body Sweat & Odor Collection This comprehensive collection provides solutions for full body sweat issues, including odor and irritation to chafing. The aluminum-free range features four products with skin care-forward ingredients such as prebiotics, AHAs, and niacinamide. “The issues that arise from sweat and odor across the body require customized, effective formulations and formats for specific problem areas,” says Marissa Vallillo, Ban Director of Marketing. The campaign aims to normalize body odor with celebrities and influencers performing a choreographed TikTok-inspired dance set to a catchy song about “sweating from your pits to your bits.” Vallillo adds that the brand’s goal is to “expand our user base with a significant investment in TikTok. Ban is committed to captivating a younger audience with fun, relatable and authentic content meant to educate and entertain.” The collection, made for all genders and skin types, includes an AHA Roll-On Skin Serum Deodorant in three varieties; Private Parts Stay Dry Deodorizing Lotion; Thigh & Body Rub Remedy Anti-Friction Stick; and Underboob Sweat Shield Stay Dry Lotion. Launched March 1; $9.99 – $12.99; available at CVS, amazon.com and bandeodorant.com. Beekman 1802 Shine Free Vegan Goat Milk Collection This cult-favorite brand known for its goat-milk infused skin care is setting out to target Gen Z consumers with a vegan line. In the quest to mimic goat milk using plant-based ingredients, Beekman 1802 conducted a white paper study to identify the composition of 31 nutrients found in goat milk. “Instead of milk prebiotics, we use fruit prebiotics that are bio selective to good bacteria on the skin and keep the bad bacteria in check,” says Ayesha Bshero, Head of Product Development at Beekman 1802. The brand also incorporates fatty acids found in coconuts, amino acids from oats, and lactic acid derived from sugar cane. The lineup includes three products: Tone Pore Minimizing Facial Toner ($22); Hydrate Shine Control Gel Cream Moisturizer ($28); and Cleanse Oil Eliminating Foaming Gel Cleanser ($20). “We are so excited to see our brand message truly resonate with skin care users who have sensitive skin and are seeking effective-yet-kinder skin care solutions,” says Brad Farrell, Chief Marketing Officer at Beekman 1802. “Our engagement strategy revolves around sharing the clinical science of goat milk and kindness. We’ve built the kindest community in beauty with our highly engaged creator network and new “Kindness Krew” brand ambassador program,” Farrell adds. Launched March 11; $20 – $28; available at Ulta.com and beekman1802.com. Charlotte Tilbury Charlotte’s Magic Hydration Revival Cleanser Charlotte Tilbury’s highly anticipated cleanser features a tri-phase formula that transforms in texture from cream to foam to milk as you massage it into your skin. “My new innovation is cleansing to the power of three. Everyone needs a perfectly cleansed canvas, but I have noticed that so many cleansers were drying, stripping, and dulling the complexion. That’s why I needed to redefine Tilbury cleansing and give everyone a sensorial, indulgent, facial-inspired experience,” says Tilbury. Inspired by the experience of a luxe facial, this 3-in-1 cleanser melts away makeup, gently cleans skin, and hydrates with hyaluronic acid and peptides while protecting the skin barrier with a biomimetic barrier shield technology. Launched March 7; $30; available at charlottetilbury.com. Eucerin Sun Tinted Age Defense SPF 50 Eucerin’s bestselling Age Defense sunscreen is now available in an easily blendable tinted formula that’s designed to blend seamlessly into any skin tone. The broad-spectrum sunscreen features UVA/UVB protection and a powerful antioxidant complex, 5 AOX Shield, which is proven to neutralize free radicals and protect skin while supporting skin health. “Eucerin is creating buzz for the launch by sending the product within an elevated delivery to key tastemakers in the beauty industry, partnering with top-tier influencers, and leveraging relationships with key dermatologist opinion leaders,” Rachel Oshrin, Eucerin Sun Senior Brand Manager tells CEW. Launched March 1; $15.99; available at Target, CVS, and other mass-market retailers. Flamingo Pubic Care Regimen Flamingo is introducing a three-step shave routine to give women a smooth, comfortable shave with an exfoliant, shave gel, razor, and soothing serum. “Our goal was to develop a regimen of products designed specifically for the pubic area to reduce the feeling of shave-related irritation while effectively removing hair,” says Natalie Pace, Flamingo Head of Brand Communications. The campaign features a comedian-hosted interview series to “bring a little humor and levity to the topic, but also address how caring for your pubic area is commonly perceived as a chore and not something women enjoy, which we hope to change,” Pace adds. The collection includes a Pubic Razor ($11); Pubic Razor Blade Refills ($10 for four); Pubic Exfoliating Shave Gel ($10); and Pubic Restorative Post Shave Serum ($10). Launched March 5; $10 – $11; available at Target, CVS, and shopflamingo.com. Function of Beauty Hairstyling Collection Function of Beauty is introducing five uniquely customizable hairstyling products at mass. The sulfate-free hair care line includes a non-aerosol hairspray, dry shampoo, clarifying shampoo, and heat-protective primer. The line allows you to customize products for your unique hair type, moisture level, and hair goals, each corresponding to a Booster Pod that can be mixed with the product before using. “Our versatile, inclusive products have been designed to deeply cleanse, style and refresh all hair types. The clarifying shampoo hits the right balance of deep clean without stripping or over drying, and it can be customized to boost curl definition or add volume if you have fine hair,” says Marianna Trofimova, CMO at Function of Beauty. Launched March 1; $11.99 – $12.99; available at Target.com. Guerlain Terracotta Concealer & Terracotta Blush Expanding one of the beauty industry’s most iconic franchises, Guerlain introduces its first Terracotta concealer. This liquid-powder formula combines the buildable coverage of a liquid concealer with the blurring radiance of correcting powder. Available in 16 shades, Terracotta Concealer also has skin hydrating benefits, thanks to marine extract and argan oil, a signature ingredient in the Terracotta line. “For added color correction, I’ve incorporated just the right quantity of colored pigments. A hint of pink in the lighter shades to correct dark circles, a touch of peach in the medium tones to brighten shadowy areas, and a dash of yellow in the darker shades to soften purplish dark circles,” says Violette Serrat, Guerlain Makeup Creative Director. Guerlain’s Terracotta Blush, a sheer, soft pressed powder, is composed of 90% naturally derived ingredients and comes in six shades. Launched March 1; Terracotta Concealer ($47) and Terracotta Blush ($55); available at guerlain.com. ICONIC London Instant Sunshine Bronzing Drops Iconic London’s innovative launch is a double win: it leverages the versatility of concentrated bronzing drops with the convenience and ease of a click-pen dispenser. Depending on the look you’re going for, you can customize a dose of luminous gel-elixir and mix it with foundation to add radiance – or blend a drop with moisturizer to transform a sallow complexion. “Our new Instant Sunshine Bronzing Drops are all about making life easier while adding a summery boost to your beauty routine. Best of all, they are designed to be used on both face and body,” says Eleanor Assa, Iconic London CMO. “We are a small British brand that was built on social media. We have the support of vast influencer and makeup artist networks who create incredible brand content for us. All of our launches are created with our community of makeup lovers and experts in mind; we engage with them daily across all our social channels, gathering insights and feedback to what they want from us next. Sampling is at the core of our marketing activity as we believe that if you try our products, you will fall in love. This also generates conversation, noise, and UGC for us far beyond our own channels,” Assa adds. Launched March 1; $28; available at us.iconiclondoninc.com and Target.com. Jo Malone London Frangipani Flower Cologne Jo Malone London’s newest fragrance is inspired by Balinese frangipani blooms. “It takes you on an exotic journey the moment you smell it,” a brand spokesperson told CEW. The scent opens with a citrus zing of lemon and jasmine petals, accompanied by frangipani and ylang-ylang at the heart, with base notes of sandalwood and benzoin. Perfumer Céline Roux, Jo Malone London’s Head of Fragrance Development, used headspace technology to capture the olfactive molecule of the frangipani flower. This technique reproduces the exact scent without using actual blooms. “She wanted to stay as close to its natural fragrance as possible, which is so distinctive,” the spokesperson said. To build awareness, the brand will roll out a multi-pronged campaign that spans all touchpoints, including consumer engagement, paid media, and a robust influencer program. “We are partnering with 20 top-tier talents across key markets in New York, Miami and Los Angeles to create content beginning at launch, on March 21, which is also National Fragrance Day,” added the spokesperson. The brand also plans to host a two-day Jo Malone London beach club pop-up in Miami to give consumers an immersive experience with frangipani flower. Launching March 21; $165 (100 ml) or $115 (30ml); available exclusively at Sephora/.com. La Prairie Skin Caviar Eye Lift The Swiss luxury brand’s latest innovation stems from the science of skin ligaments, a previously unexplored territory in the eye treatment category. Skin Caviar Eye Lift is infused with a potent blend of Caviar Infinite and Caviar Micro-Nutrients, which play a role in generating structural support in the hypodermis of the eye area. With regular use, the formula is designed to make the upper eyelids appear lifted while minimizing the appearance of wrinkles undereye bags. The dual-chamber packaging transforms two formulas into a silky serum that melts into skin. To promote the launch, the brand is hosting a three-day event in Aspen featuring a La Prairie Cobalt Pop-up chalet, where guests can learn about the new product, enjoy luxury experiences, and indulge in hand massages. La Prairie also plans to debut a private cobalt blue ski gondola called “The Phenomenal Eye Lift,” where guests can receive an exclusive eye treatment using the new product. Launched March 1; $570; available at laprairie.com L’Oréal Paris True Match Lumi Glotion in 905 Rich The most sought-after drugstore franchise just got a new addition. L’Oréal Paris is introducing a hue to the Lumi Glotion franchise, joining four existing shades. The deepest shade, 905 Rich, contains golden and copper pearl pigments to complement dark skin undertones. As a jack-of-all-trades product, Lumi Glotion hydrates with glycerin and shea butter and luminizes skin as a primer, foundation, or a full-body highlighter. The brand tells CEW that Lumi Glotion is a hero for the brand, and the support on social media from consumers and influencers allows the product to speak for itself, citing staggering statistics. While the franchise launched in 2018, NIQ reports that one unit is sold every 13.3 seconds and #LumiGlotion has 350 million TikTok views. Launched March 1; $16.99; available at lorealparisusa.com and mass-market retailers. Polite Society Polite Pops Powder Blush Sticks It’s not often that we see a truly hybrid product with innovative delivery. Enter Polite Society Polite Pops Powder Blush Sticks, the cosmetic equivalent of push-up pops. These soft matte sticks, available in six shades, combine the effortless blendability of a cream blush and the longevity of a powder in a lightweight, buildable formula. “We really had to take clean science innovation to the next level with these. I had to turn a lot of ‘nos’ into ‘yesses.’ I wanted to create something totally new. A blush with the convenient, easy to use application and lit-from-within glow of a cream blush combined with the soft-focused, blurring, weightless, soft-matte finish and effortless blendability of a powder blush in one perfect product,” Co-Founder and Chief Creative Officer Jarrod Blandino told CEW. “We encapsulated powder pigments in a hydrating, creamy molecule that allows us to embed it into a stick.” To promote the launch, Polite Society plans to partner with Ulta Beauty to showcase the products on custom displays in stores. The brand will also host an exclusive Easter Garden Party in Los Angeles to celebrate Polite Pops. Launched March 8; $28; available at Ulta/.com and PoliteSociety.com. Seen Unseen Pimple Patches Blemish treatment stickers might not be new; however, these small-but-mighty patches can stop a pimple in its tracks. Each patch features fluid-absorbing hydrocolloid gel and bakuchiol, a bio-retinol antioxidant, that work together to soothe skin and promote skin clarity without irritating sensitive skin. Aside from offering treatment ingredients, the patches provide a protective barrier to keep out bacteria. “The Unseen Pimple Patch is designed to help jump-start the healing process and provide discreet coverage so you can put your best face forward with confidence,” says Dr. Iris Rubin, board-certified dermatologist and Founder of Seen Skin and Hair Care. In addition to an education-focused social media campaign, Seen has plans to do influencer seeding and content partnerships. Launched March 1; $18 for pack of 36 patches; available at helloseen.com. V&Co. Beauty The team responsible for launching Aussie’s 3-Minute Miracle decades ago is back with an innovative peptide-infused hair care brand. The line includes products for curly, wavy, straight, and fine hair with nourishing ingredients like amino acids, proteins and vitamins. V&Co. Beauty is a family-founded brand, helmed by Tom and Mike Redmond, the family that came up with Aussie Hair Care and Renpure. “With a combined 40 years of hair care expertise, my dad and I understand what performs best in skin and body care eventually makes its way to hair care,” says Co-Founder, Mike Redmond. “We developed V&Co. formulas to leverage peptides, because they are transformative for the hair’s structure and function.” There are a lot of brands competing for attention on social media, so the brand focused on well-crafted content that educates, inspires, and connects with its target audience. “Building a community of brand fans is our first priority, so we’ve launched a seeding campaign alongside controlled content campaigns to generate buzz and market loyalty via social channels, retailers and influencer partnerships, and experiential events.” Launched March 1; $7.99 – $8.99; available at Target, Walmart, and vandcobeauty.com. Westman Atelier Lip Suede Matte Lipstick Gucci Westman has finally added a long-awaited lipstick to the Westman Atelier brand. Westman curated a collection of her 10 favorite everyday shades in a matte finish. Made with bold pigments and a hydrating blend of peptides, vitamin C, vitamin E, hyaluronic acid, the formula is “light as a feather and as hydrating as a balm,” Westman says. “It just glides on. One swipe is all you need for that full, cushiony, saturated color. And it lasts. Sweep on color straight from the bullet, blot it down, tap it on with a fingertip, or dab a little extra on cheeks. Every shade can be customized to look like you. I love the little mirror hidden in the cap. It’s decadent and easy to touch up on the go,” Westman adds. The brand plans to launch lipstick refills in the coming months. Launched March 1; $50; available at westman-atelier.com. Versed Press Restart Advanced Retinol Body Butter Expanding its successful retinol franchise, Versed is launching the first retinol body butter available at mass, becoming the only brand to offer retinol for eyes, face and body in the channel. This clinically-tested formula features encapsulated retinol to help firm, smooth, and replenish moisture, along with tripeptide to help promote skin renewal and repair, and emollient cocoa and tucuma butter. “To date, we have sold over one million units and counting from our Press Restart retinol line, which originated in 2019 and has earned seven beauty awards,” said Lindsey Kracum, Versed Vice President of Brand. “Our product development team took everything that’s loved about our Press Restart Body Lotion and crafted a richer version that boasts a higher percentage of retinol than the body lotion. This more potent formula allows people to seamlessly graduate to a more advanced product so they can continue to see results,” says Kracum. The brand is planning an organic, community-driven launch, leaning on consumers and creators to build brand awareness and excitement. They are hosting a pop-up in New York City in March, seeding products to creators, and sponsoring paid content across Instagram, TikTok and YouTube. Launching Feb. 26, the body butter will sell for $19.99 and be available at Target and versedskin.com. Virtue Damage Reverse Serum The biggest innovation since Virtue’s inception in 2017, this cream-to-serum treatment joins Virtue’s best-selling Recovery Line. Virtue Damage Reverse Serum is powered by Alpha Keratin 60ku, a patented protein that’s clinically proven to weave together broken keratin strands, making hair healthier, shinier, and more resilient. “With continued use, this formula prevents damage from accumulating, proving that it is superior to temporary quick fixes,” Virtue Labs CEO Jose Luis Palacios said of the formula, which also contains peptides, UV filters and tremella mushroom polysaccharide, a plant alternative to hyaluronic acid. Virtue’s marketing strategy includes digital campaigns with brand partner Jennifer Garner and Virtue Creative Director Adir Abergel. The brand will promote programming with retailers and stylists and amplify content through the brand’s distribution channels, DTC site, and database. “In this crowded category, it’s important that we provide education around daily damage, why healthy hair matters and how Virtue can help,” Palacios added. Launched on Feb. 5, the serum sells for $60 and is available at virtuelabs.com and Sephora.
March 2024 Product Watch
This month’s standout launches run the gamut from relentlessly elegant skin care formulas and buzzy makeup to a cadre of products that put sweat and pimples front and center. Here, the beauty industry's most noteworthy newcomers for March.
