It’s all stars and stripes for July – not to mention some fireworks – which sparked Beauty Insider to uncover summer’s hottest launches. This month we investigate two launches offering tribute editions: PÜR’s Celebrate Your Selfie Limited-Edition ‘Sweet 16’ Collector’s Set and China Glaze OMG Flashback Collection. Also highlighted are Stila’s Shimmer & Glow Liquid Eye Shadow – Vivid & Vibrant collection; Goldfaden MD’s Detox Hydrating Gel; and PCA’s Skin C&E Advanced with Hexylresorcinol & Silymarin. Two oil-themed products look to make waves, Kerstin Florian Organic Grapefruit Black Pepper Bath & Body Oil, and Live Clean Dry Body Oil. And let’s not forget the men. Paul Mitchell addresses beard softness and sensitivity with MVRCK Skin + Beard Lotion.

Stila Shimmer & Glow Liquid Eye Shadow – Vivid & Vibrant Collection

Marketer in charge: Lynn Tilton, CEO, Stila Cosmetics
How it works: Formulas contain a mix of gemstone-inspired, color-rich, multi-dimensional pigment pearls suspended in a water-infused base to give them ultimate shimmer and glow.

Waitlist worthy: Shades are striking, and the custom-shaped doe foot applicator looks to make applying it—both as a shadow and as a liner—easy.
Marketing plan: “We have a tiered-product seeding strategy for key beauty influencers and pro makeup artists,” said Lynn. “At launch and throughout the fall season, on our social and website, we’ll be featuring 50 different mild-to-wild looks created by Sarah Lucero, Stila’s Global Executive Director of Creative Artistry, mixing and matching shades along with other products from the collection.”

New strategy: The brand’s fall 2018 message is Bold, Brave, Beautiful. “Sarah Lucero’s looks are meant to inspire creative expression,” she added. “Customers want to learn from us and from each other. Sarah’s looks will be accompanied by easy-to-follow, how-to videos, and we’ll be encouraging Stila fans to post their own signature looks with the product with how-to instructions, as well.”

Get it: The collection will be sold at major beauty retailers, including Sephora and Ulta Beauty, as well as on It will retail for $24.

Detox Hydrating Gel

Marketer in charge: Lisa Goldfaden, Vice President of Marketing, Goldfaden MD

How it works: The Detox Hydrating Gel, a super-light cushion texture treatment moisturizer, was created to provide antioxidant and anti-pollution protection to help clear skin and minimize the appearance of future breakouts.

Waitlist worthy: The product offers a unique multi-benefit treatment by acting as both a serum and moisturizer in one. It also aims to provide exfoliating, balancing and hydrating properties to minimize excess oil, leaving behind a flawless complexion.

Marketing plan: “Continuing with our strong growth across digital and social platforms, we continue to build organic relationships with influencers, industry makeup artists and celebrities,” said Lisa. “We are also laser-focused on wellness and mom influencers.”

New strategy: This is the third release in the brand’s Detox line. “With the introduction of this collection we are meeting a need, not only for younger skin but also for our core demographic (and those who skew older) that still experience problematic and congested skin,” she added.

Get it: All Goldfaden MD retail outlets sell the item, as well as the company’s website, Detox Hydrating Gel will retail for $68.

Kerstin Florian Organic Grapefruit Black Pepper Bath & Body Oil

Marketer in charge: Michelle Toma Olson, Vice President of Marketing, Kerstin Florian International

How it works: Organic oils and aromas aim to turn the bath into a luxury spa-at-home experience, nourishing, softening and soothing skin as aromatherapy refreshes, clears and brightens the mind.

Waitlist worthy: This unique, sophisticated blend elevates Kerstin Florian’s organic body oil formula with the detoxifying and revitalizing aromatherapy benefits of grapefruit, black pepper, mint, lemon and juniper essential oils and ayurvedic manjistha extract.

Marketing plan: “In addition to full circle digital support, we have also seeded our newly established First-to-Try influencer panel in advance of launch to give our followers an early glimpse into this product from sources they look to for what’s new and notable,” said Michelle.

New strategy: “We will be launching at spa and retail with Detox Inside & Out events – our new Grapefruit Black Pepper oil from outside, our new detoxifying grapefruit smoothie from the inside, and Digital Detox meditation moments,” she added. “This addition rounds out our organic aromatherapy collection perfectly, giving spa guests and consumers a new and modern option for our ‘intuitive oil selection’ process.”

Get it:

Products are sold at Kerstin Florian luxury spa and retail partners, and on The item will retail for $48.

PCA Skin C&E Advanced with Hexylresorcinol & Silymarin
Marketer in charge: Chris Payne, Chief Marketing Officer, PCA Skin

How it works: This anhydrous corrective antioxidant contains therapeutic levels of hexylresorcinol, a powerful skin-brightening agent; silymarin, a potent antioxidant with anti-inflammatory properties; and maximum vitamin concentrations including pure L-ascorbic acid (vitamin C) and tocopherol (vitamin E).

Waitlist worthy: This advanced, potent combination of ingredients looks to strengthen, smooth and protect skin through increased collagen production, while dramatically reducing the appearance of discoloration.

Marketing plan: “For the launch, we will focus our efforts on educating accounts and customers on the importance of antioxidants, as well as the unique blend of protective and corrective ingredients featured in this product,” said Chris.

New strategy: “The brand will leverage targeted sampling with key opinion leaders through exclusive VIP mailings, which will be sent to consumers and the nation’s top dermatologists and skin care professionals,” Chris added. “We will also be partnering with digital influencers to help further educate consumers.”

Get it: Items are sold at select dermatologists, plastic surgeons, medspas and on It will retail for $115.

Live Clean Dry Body Oil
Marketer in charge: Roseann Fernandez, Director of Marketing & New Business Ventures

How it works: This product aims to offer an advanced skin-perfecting, multi-purpose formula featuring the brand’s exclusive Natura8 Complex blend of powerful vitamins and oils including safflower oil, certified organic argan oil, avocado oil, sesame oil, jojoba oil and coconut oil.

Waitlist worthy: Its uses are multi-purpose: in addition to being a leave-in hair treatment for dry ends, it’s also a post-shower deep moisture treatment to boost hydration. Formulas aim to help improve the appearance of scars, stretch marks, uneven skin tone and aging skin.
Marketing plan: The brand will initiate a 360-integrated marketing initiative that combines an innovative social and digital campaign, “focusing on Instagram stories that communicate the benefits of the Body Oil, as well as an exciting micro-influencer outreach introducing and sampling the oil to their audiences,” said Roseann.“We are also doing a robust digital and print ad campaign in People magazine featuring new creative for the Live Clean brand.”

New strategy: “We chose to launch on Amazon as this platform has proven to help drive sales across all beauty verticals, attracting a high volume of consumers in the beauty category while offering convenience and reliability,” she added.

Get it: To be sold on It will retail for $14.24.

Celebrate Your Selfie Limited-Edition ‘Sweet 16’ Collector’s Set by PÜR
Marketer in charge: Tisha Thompson, Vice President of Marketing and Innovation

How it works: This hero piece includes formulas that PÜR beauties know and love in 16 eyeshadow shades, two blushes and a highlighter paired with influencer-approved Fully Charged Mascara, Pro Eyelashes in Diva and high-shine lip gloss in DIY.

Waitlist worthy: This Limited-Edition ‘Sweet 16’ Collector’s Set is one of nine collections that PÜR is offering in celebration of 16 years in business.

Marketing plan: Interaction and visibility.The ‘Sweet 16’ celebration kicks off with BeautyCon L.A. from July 14to July 15. “PÜR will host a ‘Sweet 16’ launch party shortly thereafter to give editors, influencers and makeup artists a chance to touch, feel and play with the new products,” said Tisha. “As buzz heightens throughout the launch period, PÜR will release day-by-day giveaways and deals to show customers and fans appreciation for their support throughout the years. PÜR will also distribute creative mailers to reflect on how they’ve helped the brand make history.”

New strategy: “This entire collection is tapping into the brand’s millennial and Gen Z customer base with exciting, fun and flirty packaging to go with their trusted products,” she added. The collection also includes theme-specific packaging.

Get it:

The collection is available during July at, and in-store at Ulta Beauty and on during August. It will retail for $49.

China Glaze OMG Flashback Collection
Marketer in charge: Laura Novak, Senior Brand Manager, China Glaze
How it works: Harnessing the brilliance of a true holographic, the OMG Flashback collection aims to bring maximum sizzle to six rainbow-intensive shades in a smooth, rich formula.

Waitlist worthy: The long-awaited collection celebrates the 10-year anniversary of the original OMG collection. Responding to demand by China Glaze fans, the OMG Flashback collection stays true to the original 2008 shades, while aligning with today’s holographic trend that consumers can’t get enough of.

Marketing plan: “Our campaign centers around the holographic finish of the polish. Custom holo caps will grab guests’ attention in the displays of retailers such as Ulta Beauty and Sally Beauty, while bright, holo-filled imagery of the shades will compel online shoppers to buy,” said Laura.
New Strategy: “Focusing on social media, we’ve reached out to China Glaze alums – back when they were called bloggers – who have followed the collection since 2008 to share their take on the anniversary shades,” she added. “We’ve also focused on today’s beauty influencers who have a unique love for holographic beauty products using the hashtag #OMGthatHOLO to entice fans and inspire artists.”

Get it: To be sold in-store and online at Ulta Beauty and Sally Beauty. It will retail for $9.50 for individual full-sized bottles, or $9.99 for a six-piece micro mini kit.

MVRCK Skin + Beard Lotion
Marketer in charge: Gillian Fetters, Brand Manager, Paul Mitchell

How it works: This moisturizing lotion aims to control and tame coarse hair. The rich, conditioning formula with barley seed extract is formulated to restore hydration to skin underneath beards and scruff. It can be applied to skin as a stand-alone moisturizer to keeps beards tight and control flyaways.

Waitlist worthy: The lotion aims to help reduce irritation under the neck. It’s especially beneficial for those with coarse or unruly hair, keeping hair soft and skin moisturized in between trims and shaving.

Marketing plan: “The brand is leading with a robust digital strategy and a series of ‘hype’ events (also hosted by the barbers behind the collection) in Los Angeles, Austin and Nashville throughout fall 2018 to further support the launch,” said Gillian. “These community-driven events will focus on raising awareness organically by aligning with local venues, influencers and other ‘MVRCKS’, such as local artists, and will each include a philanthropic component that aligns with the local community.”

New strategy: “The brand is looking to tap into the unique, community-driven culture of barbers to generate word of mouth awareness, and appeal to a new consumer, and grow their current male grooming business for JPMS,” Gillian added. “The strategy is focused on keeping its programs targeted to appeal to these professionals and capitalize on a continually growing market.”
Get it:

Barber shops and salons nationwide sell the product for $15. Also available on