Marketers are kicking off 2017 with a bevvy of skin and color items that rely on new technologies and custom social media programs to gain consumer appeal and engagement. Below, find out about Dermalogica’s focus on keeping out environmental impurities from skin, as well as nügg’s promise to draw out impurities embedded beneath the dermis. In color, NARS aims to conceal under eye bags, while Drew Barrymore’s crease-free, blendable shadows are designed to make lids sparkle.


Product: nügg’s Black Charcoal Detox Mask
Marketer in charge: Conny Wittke, Founder, nügg Beauty

How it works: Manufactured with nügg’s innovative Natural Oil Dispersion technology, the Black Charcoal Detox Mask is designed to yield a very fine formulation that allows for deep penetration. The mud-meets-gel consistency aims to detox without drying, and while still soothing skin.

Waitlist worthy: “This is number eight in nügg’s innovative collection of single-serve gel face mask pods that lets consumers easily adjust their masking needs to their ever-changing skin needs,” said Conny.
Marketing plan: The launch will be supported with a social campaign in partnership with influencers, as well as communicated via nügg’s digital channels with teasers, count-downs, bundle offers, etc.
New strategy: “Given the fast growth of nügg, this mask will get a focused social and digital launch,” she said.“It will also launch in-store on new cards that will increase shelf presence and branding.”
Get It: The initial release will happen in January at, and will then be available at Ricky’s NYC, Target, select Whole Foods stores, and at beautybay and Selfridges in the UK. Items retail for $3.99 per pod; $19.95 for a pack of five single-use pods.

Product: Flower Beauty Shimmer & Shade Eyeshadow Palettes

Marketer in charge: Nadia Khan, Senior Marketing Director, Maesa, manufacturer of Flower Beauty
How it works: The Flower Shimmer & Shade Eyeshadow Palettes feature 10 flattering shades to mix and layer. These palettes have been developed with a breakthrough water-based, crease-free formula that is easily blendable and uses a creamy, silky and lightweight texture.

Waitlist worthy: “Each of the four palettes has been specially curated for a perfectly complimentary combination of eyes shades, making them a go-to palette for any day-to-night look. We have also included a professional-grade eye shadow brush,” said Nadia.

Marketing plan: With these products, the company intends to make prestige-quality formulas available at an affordable price. To share that message, Flower will be partnering with a selection of beauty influencers throughout the first quarter – as authentic, user-generated content has always been an important part of the company’s marketing strategy.

New strategy: The brand is working closely with its exclusive retail partner, Walmart, to excite and inspire customers. In addition to the special promotional displays it has nationwide in Walmart, Flower will bring these palettes directly to consumers with the launch of e-commerce on beginning February 1. “It’s a totally refreshed digital presence, with exclusive content from our brand founder, Drew Barrymore, and fun tutorial videos to show how to shimmer and shade like a pro,” Nadia continued. “Across all our social platforms we will also be running a campaign around the collection, ensuring across all touch-points we building awareness of this exciting new collection from Flower Beauty.”

Get it: Available at Walmart, and The palette will sell for $14.98.

Product: Dermalogica Daily Superfoliant

Marketer in charge: Mathew Divaris, Vice President of Global Innovation
How it works: Activated binchotan charcoal aims to draw out pollutants while alpha hydroxy acids and a trio of enzymes smooth and resurface skin, offering users noticeably softer, resurfaced skin after just one use.

Waitlist worthy: “Daily Superfoliant draws on the same ‘powder exfoliant technology’ of cult-favorite Daily Microfoliant, a best-seller since its launch in 2001,” Mathew said. “But this product is specifically geared towards clients who are concerned about premature skin aging and the effects of pollution.”

Marketing plan: “Our marketing approach has transitioned to simultaneous worldwide launches, creating massive engagement on the local level with a synchronized tease period, followed by a live streamed reveal featuring Dermalogica’s Founder, Jane Wurwand,” he added. “Our digital-first approach has allowed us to rapidly deploy our educational content to market, and we’ve seen exceptional uptake of our Skin Pollution Index by consumers and the trade, who are eager to understand on a granular level how their local pollution levels are accelerating their skin’s aging.”

New strategy: The company is taking a comprehensive approach that couples the power of social-to-share education and their exclusive Skin Pollution index tool. With a vast brick and mortar distribution, their network of Dermalogica-trained skin therapists can offer customers a free Face Mapping skin analysis and a 10-minute Skin Detox Face Fit.

Get it: Products are available at, Ulta Beauty, Bluemercury and leading salons nationwide. It sells for $58.

Product: NARS Soft Matte Complete Concealer
Marketer in charge: Barbara Calcagni, President of NARS Cosmetics

How it works: “This product blurs, conceals and smooths imperfections with a soft-focus effect. The oil-free formula is long-wearing, non-drying and completely comfortable to wear,” said Barbara.

Waitlist worthy: The new line of concealers offer high coverage while keeping a completely natural look. Fans will appreciate the extensive 16-shade range, not to mention the soft matte payoff.

Marketing plan: “This launch will be supported through a robust 360-degree integrated plan that hits on all touch points including a digital and print campaign, strong social media support targeting bloggers, digital influencers, and multi-ethnic consumers,” Barbara added. NARS will also create an elevated in-store presence, including events with a focus on artistry, as well as strategic public relations initiatives and extensive sampling.

Get It: Available at NARS boutiques,, Sephora and department and specialty stores. It sells for $30.

Product: OZNaturals Vitamin C + AHA Facial Serum

Marketer in charge: Angela Irish, President and Co-founder

How it works: The new Vitamin C + AHA Facial serum combines two of the most efficacious and proven ingredients in modern skin care. By combining the gentle exfoliating power of AHAs with the brightening and protective qualities of vitamin C, the new serum pulls double duty when it comes to addressing the signs of sun-damaged and aging skin.
Waitlist worthy: “This is the first OZNaturals product to incorporate a breakthrough new technology which uses mineral encapsulation as its delivery system,” said Angela.“The mineral suspension technology not only eliminates the need for toxic chemical preservatives, but also the emulsifiers, surfactants and PEGs that are ubiquitous among modern skincare lines. This patented technology also uses cold processing, which eliminates the degradation to active ingredients caused by standard heat processing.”

Marketing plan: Their omnichannel marketing plan will include a robust social media effort, with special emphasis on Instagram and Facebook. Bloggers, influencers and brand ambassadors will showcase the product along with special giveaways and promotions. Traditional public relations outreach will target key print and digital beauty media. Digital advertising will also launch simultaneously on Facebook, Google and Instagram.
New strategy: The new Vitamin C + AHA Serum aims to build on the brand’s cult-like following of beauty editors and bloggers since its debut three years ago.

Get It: Available at,, eBay and, as well as Amazon platforms in the UK, Canada, France, Germany, Italy and Spain. It sells for $19.95.