As summer slides by, certain products stayed high on beauty’s radar. This month, CEW Beauty Insider calls out brands putting their efforts into masks, body lotion, nail polish and a hair color spray that packs a punch.
Algenist Alive Prebiotic Balancing Mask
Marketer in charge: Christina Peirona, Vice President, Marketing & Digital at Algenist
Waitlist worthy: This color-morphing mask – it transforms from mint green to pink— is formulated with a prebiotic from algae, plus a probiotic to target concerns resulting from unbalanced surface skin bacteria.
New strategy: The brand has created a 360-degree campaign around the messaging #feedthegoodstuff. “That includes social and digital advertising, PR outreach, an influencer campaign, and retail promotion in-store and online,” said Christina. “With this launch, the goal is to drive new and existing consumers to our site as well as our retail partner sites.” The company is also working with a tiered influencer campaign that brings together a group of brand ambassadors, with different community sizes and demographics.
Get it: Available at Algenist.com, Ulta Beauty and QVC and retails for $38.
Ahava 24K Gold Mineral Mud Mask
Marketer in charge: Dana Miller, Senior Director of Marketing & Public Relations, North America
Waitlist worthy: The mask combines two naturally powerful ingredients; Dead Sea mud and 24K gold. The mud is specifically known for its detoxifying and anti-aging properties, while 24K gold reduces inflammation.
New strategy: “This launch coincides with a new visual direction for Ahava, especially since the gold stands out beautifully in pictures and selfies,” said Dana. The brand will focus initial efforts online with their revamped site, and through social media, building strong influencer and UGC.
Get it: Sold on ahava.com for $58.
Gabriel Cosmetics Industrial Paint
Marketer in charge: Amanda Woodstrom, Brand Manager
Waitlist worthy: “Inspired by natural textiles, like your favorite chunky-knit sweater, and earth drawn elements fundamental to grounded existence, such as the warmth providing firewood, Industrial Paint collection is neutral, yet edgy,” said Amanda. “The polishes are also vegan, gluten-free, non-toxic, cruelty-free and 10-free.”
New Strategy: The collection will launch through traditional print and online media outreach, as well as beauty and wellness social media influencers. The brand will also have a kick-off, in-store activation at their brick and mortar location.
Get it: GabrielCosmeticsInc.com. The item will retail for $8.50. The set will cost $24.50.
FarmHouse Fresh Maypop Steeped Milk Body Lotion
Marketer in charge: Shannon McLinden, President & Founder, FarmHouse Fresh
Waitlist worthy: This uncommonly crafted lotion begins with a slow steeping process that infuses warmed organic coconut milk with passion fruit pulp. The freshly infused milk is then blended into an exotic, citrus-scented body moisturizer.
New strategy: “This is the third launch in the brand’s Steeped Milk Lotion line,” said Shannon. Trade print, social and influencer/industry makeup artists campaigns focus on “Passion for quenching skin through uncommon harvests.”
Get it: At FarmHouse Fresh spa partners, and FarmHouseFreshGoods.com. The product will retail for $31 for glass bottles and $15 for travel tubes.
Manic Panic Amplified Hair Color Spray
Marketer in charge: David Klasfeld-Whitten, Brand Manager
Waitlist worthy: Eight new vibrant hair and body glitter sprays. The brand’s exclusive formula contains 50% more pigment than other formulas on the market.
Marketing plan: “The first recipients of the pre-launch samples will be sent to our brand ambassadors, stylists and influencers, in order to create a wide range of looks on diverse models,” said David. “In the weeks leading up to the launch the product will be teased and then unveiled on our various Social Media platforms.”
Get it: Sold at Ulta Beauty, Hot Topic, Sally Beauty and on ManicPanic.com for $10.49.