July brings fireworks, BBQ’s – and plenty of beauty launches. Some of the best products Beauty Insider is seeing are from companies such as Shiseido, which is addressing a new generation of consumers; Elizbeth Arden, which has formulated a new gel texture for lips; and butter LONDON, which will launch a new lipstick on National Lipstick Day (July 29). Other cool innovations are being seen by L’Anza and Truhair, both of which target hair’s various needs, such as zero-residue dry shampoo and volume, respectively. Influencers and social media are key ways brands are looking to get their message out to consumers, while L’Anza will also utilize salon pros to build sales.

Shiseido Waso Quick Matte Moisturizer Oil-Free
Marketer in Charge: Frances Grant, Senior Vice President, Marketing, Shiseido

How it Works: This oil-free, oil-balancing gel emulsion aims to instantly smooth, mattify and hydrate skin for 24-hour hydration. The formula contains whole Loquat leaf cells, used for centuries in Japan, to provide an antioxidant effect known to help suppress sebum breakdown.

Waitlist Worthy: Designed specifically for unstable, unbalanced skin in young adults aged 18 to 25 years old, the new Shiseido Waso collection is dermatologist-tested, noncomedogenic, paraben-free and features ingredients chosen for their purity.

Marketing Plan: Since this launch specifically targets a new age group, the company is moving away from traditional print advertising and investing in a digital presence, one that provides authenticity and interaction. “With this collection, our primary focus is to connect with our consumer via e-commerce and social media, rather than through traditional brick-and-mortar stores and print advertising,” said Frances. A heavier focus will be placed on targeting influencers through mailings and videos on social channels.

New Strategy: This is Shiseido’s first collection to have an independent Instagram page, allowing the line’s target consumer to interact more closely with products and ingredients. “Being able to communicate in real time in an authentic and interactive way allows us to bridge the modernity of this collection with our rich brand heritage,” Frances added.
Get It: Waso launches in July on Shiseido.com and Sephora.com The Quick Matte Moisturizer Oil-Free sells for $38.

Truhair by Chelsea Scott, Extreme Volume Hairspray

Marketer in Charge: Ryan Sullivan, CEO

How it works: The hairspray’s formula provides a brushable voluminous style that is buildable, and is formulated to hold. Implementing UV blockers to prevent color from fading due to external factors, the hairspray also uses panthenol and other conditioning agents to make hair shiny and healthy.

Waitlist Worthy: “Keeping colored hair fresh and shiny is challenging,” said Ryan. “Extreme Volume Hairspray has a lightweight formula that will never dry, dull or weigh hair down.”

Marketing Plan: The company plans to launch exclusively on HSN’s Beauty Report on July 13, and then roll out through digital and retail channels. “Launching with HSN and having the ability for Chelsea to go on-air and demo the product is one of the most effective channels for us,” Ryan said. “We will also be introducing the product at Cosmoprof in Las Vegas this year.”

New Strategy: “We will be working with influencers to seed the product and generate authentic reviews,” Ryan added. The brand will do a dedicated public relations push, which will include a media mailer to top tier beauty outlets, press release announcements and targeted outreach.

Get It: Truhair Extreme Volume Hairspray is available at Truhair.com, HSN, Amazon, Ricky’s and select independent boutiques. It sells for $28.

L’Anza Healing Style Dry Shampoo

Marketer in Charge: David Berglass, Owner & President, L’Anza Healing Haircare

How it works: Healing Style Dry Shampoo is powered by Hectorite mineral clay, which is naturally invisible and provides incredible, residue-free absorbency. The formula is also infused with the brand’s Keratin Cactus Complex.

Waitlist Worthy: Unlike many dry shampoos that produce a noticeable white-powder deposit on hair, L’Anza Healing Style Dry Shampoo has a naturally zero-residue formula that goes on invisibly.

Marketing Plan: “L’Anza is a professional-only brand, so our products are used in salons or sold to salon-clients by L’Anza salon-professionals, or in professional salon supply stores,” said David.“Our strategy focuses strongly on ensuring we get the message out to our salons. To kick this off, we have a “Spray & See Extended Play Record” product demonstrator kit for our sales force to showcase to our salon partners, and will be advertising in key salon trade magazines along with printing brochures, shelf-signs and posters.”
New Strategy: “We will utilize Facebook Canvas Ads announcing the release. The Canvas Ads will incorporate a compelling reveal video, beautiful product photos, hair style photos/videos demonstrating the effectiveness of the product, and informational text that will educate the viewer about the product,” David added. “This will all feed into our company’s mission: Believe. Inspire. Glow.”

Get It: L’Anza is sold at salons and spas nationwide. The product retails for $22.

Plush Rush Satin Matte Lipstick
Marketer in Charge: Sarina Godin, President of butter LONDON

How it Works: Plush Rush Satin Matte Lipstick aims to immediately deliver an 18% increase in lip moisture.
Waitlist Worthy: “This collection is the newest addition to our fan-favorite Plush Rush franchise,” said Sarina.“The creamy, long-wearing formula provides a soft, demi matte finish, leaving lips looking smooth and nourished with a weightless feel, and is infused with an addictive champagne scent and mood boosting phyto-endorphin complex to brighten your day.”

Marketing Plan: The company will create a custom display unit designed to highlight the new finish and support the launch in stores. The launch also includes a robust digital, marketing and public relations plan, with a strong focus on influencer seeding and social integration. For the first time, the brand has partnered with a social influencer – beauty guru Alex McCormick – to create campaign imagery for the collection, in an effort to strengthen social integration.
New Strategy: “Since social engagement is such an integral part of our brand awareness strategy, we are aligning the product launch on butterlondon.com with National Lipstick Day on July 29th to leverage the popular hashtag holiday,” she added. “We are thrilled to be partnering with Sugarfina, a luxury candy boutique, to host a #NationalLipstickDay social contest to further promote the product launch and drive customer acquisition.” To maximize the collaboration, the brand also created a custom co-branded Sugarfina candy cube featuring the best-selling Sugar Lips that will be included in a strategic influencer mailer to encourage social activation.

Get It:

Items will be sold at butterlondon.com, Ulta Beauty, Kohls.com, Nordstrom.com and Ultabeauty.com. It sells for $22.

Elizabeth Arden Plush Up Lip Gelato

Marketer in Charge: Mary Ellen Ferri, Senior Director, Global Marketing Color & Promotions, Elizabeth Arden

How it Works: This lipstick has a luxurious slip to it, imparting a smooth, cushion-like texture that helps lock in moisture and leave lips with a sheer, shiny finish. The product is also formulated with a gel texture that has seven key ingredients including shea butter, vitamins A and E and rosemary extract.

Waitlist Worthy:

Sixteen shades offer fans an array of colors, paired with sweet smells of fruity gelato. A cooling sensation leaves lips looking naturally plump, while peptides and hylauronic acid, hydrates for smooth, healthier looking lips.

Marketing Plan: The brand plans to capitalize on the collection’s theme, which is playful, full of energy, with elements of youthfulness. “The primary means of communication is through digital, where we will bring the collection to life globally in an engaging manner with the goal of driving new consumers to counter and to ElizabethArden.com,” said Mary Ellen.

New Strategy: “Our strategy for this launch was to hit our consumer with several different touch points for a product that is both unique and multi-tasking,” she added. “We are providing a new gel texture for her that is creamy and comfortable, offering skin care benefits while still providing great color payoff. We’re also presenting her a complete sensorial experience through the fruit sorbet scent and the cooling feel of the lipstick once applied. Our packaging is another point of difference. With the new push up logo lever, we’re offering a unique solution for the woman on the go.”

Get It: Elizabeth Arden Plush Up Lip Gelato is available at department stores nationwide, and ElizabethArden.com. The product sells for $26.