As brands gear up for spring, lighter hydration formulas are hitting skin care, from Lancôme’s new-to-market skin essence to Alchimie Forever’s light clarifying cream – the brand’s first big launch since its body lotion debuted in summer 2019. Additionally, DIY beauty trends continue to be supported with hair and foot care essentials.
Nest New York Perfume Oils
Waitlist worthy: Designed to both soften and fragrance skin, the collection includes five transportive scents that aim to take users on a sensorial journey across the world. The oils are housed in a jewel-like glass bottle featuring a sleek, translucent metalized dropper that delivers a precise, single-droplet application.
Marketing plan: “As these oils are an innovative and unique way to wear fragrance, and each fragrance is jewel-like and beautiful, it is imperative that we develop strong online and in-store visibility, drive trial and purchase and that we educate consumers on the fragrance and skin care benefits of the oils,” said Maria Dempsey, CEO, Nest New York. “The launch support has already begun with influencer and VIP product seeding, extensive targeted sampling, advertising, online and in-store exposure and a strong training program coordinated with the entire Sephora squad. “We will focus on the oils throughout 2021 and beyond as we believe this is a major opportunity to transform the fragrance experience and to highlight Nest as an innovator in fragrance.”
Availability: Mid-March exclusively at Sephora, Sephora.com and Nestnewyork.com
Price: $98, 30ml; $35, rollerballs
Lancôme Clarifique Skin Essence
Waitlist worthy: The first essence from the brand in the U.S., the product features glycolic acid and sunflower seed oil that aims to both exfoliate and nourish the skin while improving uneven skin texture and dullness. “Now with over one million bottles sold in Asia and 85 years of skin care expertise, we are excited to bring Clarifique to the U.S. market and continue to raise awareness of this new gesture with American consumers. The dual-phase formula helps refine skin texture and tone while deeply hydrating the skin and helping your skin care work better,” said Eve Arnera, VP, Lancôme Skincare.
Marketing plan: The marketing plan will include highlighting the ingredients story and the skin benefits through clear, compelling, consumer-tested visuals and copy. “Many consumers have not heard of face essences before–a big part of our strategy is to educate our consumers on what an essence is, how it differs from a toner, and how/why they should use it in their skin care routine. We plan to do this through online articles, engaging videos and email campaigns,” said Eve. “We’re also running multi-wave digital sampling campaign to drive trial and discovery.” As this is Lancôme’s first face essence launch, the brand will leverage influencers to reach new consumer audiences and generate excitement around this product. Influencers will also be tapped to help educate their following on what a face essence is and how to use it properly.
Availability: Available now on Lancome.com, and online on March 15 at Sephora; online mid-March at Ulta Beauty, Macy’s, Bloomingdale’s, Nordstrom, Dillard’s, Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue
Strivectin Super-C SPF 30 Vitamin C Moisturizer, Hyaluronic Omega Moisture Lip Mask and Intensive Eye Concentrate for Wrinkles Plus
Waitlist worthy: “While our innovation calendar was set over a year ago before the pandemic began, our latest three launches happen to be perfect for caring for your skin in the ‘new normal,’” said Alison Yeh, Chief Marketing Officer. “With mask-wearing, eyes have become a huge focus of attention, while daily stress and our screens are leaving our eyes looking more fatigued. Our new Intensive Eye Concentrate for Wrinkles Plus is designed to improve the look of crow’s feet, ‘eleven lines,’ puffiness, luminosity, and firmness, all while neutralizing the visible effect of blue light. Mask wearing has also impacted our lips, leaving many feeling chronically dry. Better than a balm, Hyaluronic Omega Moisture Lip Mask is clinically shown to strengthen the lip barrier for lasting moisture. And as temperatures rise, and we all can’t wait to get back outside, Super-C SPF 30 Vitamin C Moisturizer is a perfect daily SPF and skin-transforming moisturizer, in one.”
Marketing plan: “We’ll be supporting these launches with robust digital, social and audio campaigns, coupled with influencer partnerships and extensive sampling. Communications will feature before/after photos and results from independent clinical studies, which we conduct for all our finished formulas before they go to market,” said Alison.
Availability: March 1 at department stores, specialty stores, Ulta Beauty and StriVectin.com
Price: Super-C SPF 30 Vitamin C Moisturizer ($69), Hyaluronic Omega Moisture Lip Mask ($28), Intensive Eye Concentrate for Wrinkles Plus ($69)
Versed Auto-Save Advanced Restoring Serum and Recovery Mode Advanced Night Cream
Waitlist worthy: The Advanced Restoring Serum is meant to actively protect skin against free radicals while firming and brightening, while the Advanced Night Cream is designed to smooth and refine skin’s texture, reducing the appearance of fine lines and wrinkles.
Marketing plan: “At Versed, we see aging as a natural process that affects our skin (among other things) one that needs to be supported, not fought against,” said Mia Zee, Marketing Director, Versed. “To tell that story, we hero the efficacy of each product, the results, as told by the feedback and data collected in our first ever consumer perception trial of people aged 35 to 65. The key results were incorporated into product packaging (another Versed first), influencer seeding collateral, and digital communication. We will be pre-seeding 200 influencers, Skin Team members, and editors in advance of the launch, in addition to 50 community members participating in our before and after and reviews program. A custom, zero-waste seeding package made of FSC-certified and PCR materials will be sent to our main VIP influencer list. On Instagram, we’re launching the #agewellchallenge in partnership with several high-profile, nostalgia accounts, including @90sanxiety. The challenge will invite community members to share images of themselves then and now, showing how they’ve aged well. Throughout the launch, our channels will focus on aging education, dispelling myths and explaining how different factors affect different signs of aging. The campaign will be rounded out with a branded content piece in partnership with Allure, social takeovers, and native TikTok content.”
Availability: March 11, exclusively on versedskin.com
Price: $25 each
Alchimie Forever Kantic Light Clarifying Cream
Waitlist worthy: Featuring a weightless gel-cream texture, the moisturizer’s star ingredient is rosemary extract, which known to have strong antibacterial and antiseptic properties, making this product a win for anyone suffering from maskne-related breakouts. The cream is sustainably packaged in a recyclable airless bottle and the box packaging is made with FSC- certified paper and printed in soy ink.
Marketing plan: “The marketing and communications plan will focus not only on this new moisturizer, but on our moisturizer category as a whole, which is a significant piece of our business,” said Ada Polla, CEO, Alchimie Forever. “In effect, we will be teaching, or reminding, our community about how to choose the right moisturizer for their skin type, how often to change moisturizer (with the seasons for example), and how to recognize if a moisturizer has ‘stopped working’ for their skin. This education will happen in all communication forms, including a live Master Class with me and an esthetician, as well as via YouTube content (on our Alchimie Forever channel). Furthermore, we will be highlighting Kantic light on our homepage, and of course focusing heavily on digital communication – including an email newsletter, a social ‘countdown to launch’ and both paid and organic content across all channels and platforms. We will offer early access to this product to our top consumers via a pre-sale, in late March, the perfect time to segue from a heavier moisturizer to a lighter weight one. Lastly, as always, we are also seeding product to key media and content creators.”
Availability: Late-March on amazon.com and alchimie-forever.com
Supergoop! Sheerscreen SPF 30
Waitlist worthy: A 100% mineral, non-nano zinc oxide primer, Sheerscreen is the mineral counterpart to Supergoop!’s cult favorite Unseen Sunscreen. The product is designed to offer broad spectrum UVA, UVB, IRA and blue light protection and can be worn on its own for a natural finish or used as a makeup-gripping primer.
Marketing plan: “Education and formula innovation are at the core of our brand. We’re supporting the launch of Sheerscreen through that same lens across channels. Our content will highlight our proprietary SheerMatrix technology that allowed us to reach the ever-elusive goal for a mineral formula,” said Amanda Baldwin, CEO, Supergoop!
Availability: March 2 at Supergoop.com
Clark’s Botanicals Jasmine Vital Oil
Waitlist worthy: A multi-tasking oil featuring a complex of globally sourced botanical oils, extracts and vitamins designed to heal, nourish and soften skin. Ingredient highlights include jania rubens (red algae) extract meant to reactivate cellular metabolism and collagen synthesis, as well as opuntia ficus-indica stem extract (organic cactus), halicacabum vine extract and arnica oil designed to work together to soothe irritated skin.
Marketing plan: “We are partnering with chess.com, the first skincare partnership with the world’s largest chess site, to host collaborative event-based campaigns celebrating the launch,” said Francesco Clark, Founder and CEO, Clark’s Botanicals. “We are working with prominent female chess players and influencers to spread awareness. Additionally, we are offering our email subscribers early access to pre-order Jasmine Vital Oil beginning February 26. We will promote the launch through virtual founder master classes, podcast appearances, giveaways, and exclusive sets. Because the oil is so versatile and portable, we will also offer a lux trial size beginning in April.”
Availability: March 10 on clarksbotanicals.com
Naturally London Nourishing Foot Butter in Lavender Sweet Orange
Waitlist worthy: A CEW Indie26 honoree, the brand is adding a new scent to it top-selling foot butter designed with avocado butter, cupuacu butter and jojoba oil to moisturize and soften feet.
Marketing plan: “Our PR team is planning to send out samples to several publications and we will be doing a campaign on social media, primarily focusing on Instagram,” said Chris Cabrera, Founder, Naturally London.
Availability: March 4 on Macys.com and NaturallyLondon.com
K18 Biomimetic Hairscience Leave-in Molecular Repair Hair Mask
Waitlist Worthy: Featuring K18Peptide, this star ingredient was synthesized after over a decade of biosciences research and mapping of human keratin’s entire proteome. This molecular breakthrough has been designed to mimic the natural keratin chain structure and bonding inside the hair and aims to restore it to a near natural state of strength and elasticity, while reversing damage from chemical, thermal, and mechanical services for all hair types, all within 4 minutes.
Marketing Plan: “Our growth plans take a 360-approach, in which we will support and share the growing love and artistry from salon professionals and beauty enthusiasts across the globe to engage our community and inspire them about an easier and lasting path to enjoy better hair expression and care for that expression,” said Suveen Sahib, CEO and Co-founder, K18 Hair. “We have already seen much success during our pre-launch period with multiple beauty award wins and are confident that 2021 will be incredible time of growth and expansion for the K18 Biomimetic Hairscience footprint,” adds Ed Connaghan, President, K18 Hair.
Price: $75, 50ML
Availability: March 15 on K18Hair.com
Maui Moisture Styling Collection
Waitlist worthy: This is the first styling line from the vegan drugstore brand for textured hair under parent company, Vogue International, which is owned by Johnson & Johnson. All the new products, like the entire brand, use Aloe Vera as the first ingredient for a hydrating base. The lineup includes Frizz-Free + Shea Butter Leave-In Conditioning Mist, Flexible Hold + Coconut Milk Curl Foam Mousse and Curl Quench + Coconut Oil Ultra-Hold Gel.
Marketing plan: “As we continue to meet the consumer where they are at home, we are so excited to launch the Maui Moisture Styling Line across a variety of digital platforms including two exciting partnerships with Mane Addicts and Byrdie. We’ve also leaned into our influencers, The Curl Squad, who serve as brand ambassadors for us to help promote through a virtual event as well as their own social channels,” said Hanan Wajih, Vogue International Senior Director of Marketing, North America.
Availability: March 1 at all major mass retailers (Amazon, Walgreens, Walmart, etc.)
Price: $9 each
Conscious Coconut Hair Mask Kit
Waitlist worthy: Each sustainable hair mask kit includes a grab & go box of 5 organic coconut oil packets, vegan bamboo hairbrush, sustainable quick dry hair towel made of recycled water bottles, illustrated coconut oil hair mask guide and an organic travel bag.
Marketing plan: “To market our new Hair Mask Kits we will highlight the simplicity and affordability of implementing coconut oil into customer’s daily hair care routine. The launch aligns with the start of Spring where we focus the conversation on sustainability and giving back so we will send thoughtful and sustainable mailers to media, retail buyers and influencers that align with our Earth Day initiatives,” said Danielle Conte, Founder, Conscious Coconut. “We will engage with customers through email marketing and social media platforms to discuss the natural benefits and efficacy of coconut oil which has been used for generations. We will also create mindful partnerships with women and men that share our commitment to certified organic, vegan, cruelty-free and sustainable products.”
Availability: March 1 at Whole Foods and Urban Outfitters
Exuviance Age Reverse+ Rebuild-5 Cream
Waitlist worthy: The cream’s formula harnesses the power of 5 ingredients: MicroDiPeptide229, vitamin E, peony botanical, PHA and aminofil, with the goal of revealing plumper and firmer looking skin with more defined cheekbones and a more contoured jawline. MicroDiPeptide229 is a dermatologist developed peptide that took over 8 years of research and development. The company says this micro-sized peptide is 2.5x smaller than the leading antiaging peptides in the beauty market and has been created for optimal delivery into the skin’s surface.
Marketing plan: “Education is at the core of our marketing strategy for the Rebuild-5 Cream. We will focus on educating the consumers on the science behind the new revolutionary formula and its key benefits, including the groundbreaking MicroDiPeptide229,” said Kinga Poloskei, Global Brand Leader, Exuviance. “To introduce this next generation formula in antiaging skin care, we have partnered with board certified dermatologist, Dr. Noelani Gonzalez, who will co-host media pre-launch events with our Global Director of Research and Development, Marisa Dufort, where they will deep dive into the science of our patented technology. In addition, we have already been pre-seeding the product to influencers and will be offering our email subscribers early access to Rebuild-5 and special virtual bundles. Furthermore, we will be collaborating with other top dermatologists on engaging social content and events, where we will highlight the power of 5 key ingredients in this formula and their rejuvenating benefits, such as MicroDiPeptide229 which supports all 5 of skin’s natural building blocks – including Elastin, Collagen and Hyaluronic Acid – for naturally youthful looking skin. All of this content will be amplified through campaigns across key social media channels.”
Availability: March 11 at Ulta Beauty and Exuviance.com
Dr.’s Remedy Fearless Foot Finisher Therapeutic Foot Balm
Waitlist worthy: Formulated with sunflower, eucalyptus, and peppermint, this therapeutic foot balm has been designed to nourish, deodorize and soothe achy feet. The anti-inflammatory ingredients of mango and cocoa seed combined with anti-fungal properties of tea tree oil and shea butter are meant to smooth the skin and fight aches, pains, inflammation, dryness and athlete’s foot.
Marketing plan: The launch will be supported with dedicated email marketing and a blog post on the website sharing the key benefits of the foot balm and how it will benefit the consumer. It will also be promoted on social channels with increased awareness working with influencers. Additionally, the product launch will expand into the European, Australian and Canadian markets.
Availability: March 29 on remedynails.com, in doctors’ offices, salons and spas throughout the US and Abroad and on Amazon
Hey Honey A.C.E. It Vitamin Hydration Enhancer and Be Clear Skin Purifying Bee Propolis Drops
Waitlist worthy: The enhancer is a serum featuring hemp oil, honey, and organic green coffee, as well as vitamin A meant to treat skin from environmental damage and stressors, vitamin C to brighten skin tone and complexion and vitamin E to protect from free radicals. The skin purfying drops harnesses the power of Hey Honey’s signature bee propolis, as well as oat beta-glucan and aloe vera that aims to work synergistically to rebuild the skin barrier to help keep skin clear. “A.C.E. It is the ultimate multivitamin for your face, whereas Be Clear is more of an active treatment for oily, acne prone, or what I refer to as ‘complex skin,’” says Katerina Yoffe-Larden, Creator and CEO.
Marketing plan: “As an Online First brand, marketing efforts will mainly focus within digital across all social platforms, PR and including newsletter announcements. Instagram community takeovers and brand ambassadors activities and with special activities on ULTA,” said Katerina.
Availability: March 5 at heyhoney.com
Price: $59 each