June delivers the official first day of summer, bringing with it a slew of beauty needs–and ultimately new products to address them. Beauty Insider sought out some of the latest in hair, skin and makeup innovations, identifying several we thought could do the job. There’s Evolis’ hair lengthening and growth system; Yon-Ka Paris’ anti-aging Time Resist duo; Skin Authority’s instant-gratification Brightening Peel Pack; Le Metier de Beauté’s Complexion Perfection Set and Sisley-Paris’ Black Rose Skin Infusion Cream. Regardless of what’s being introduced, companies are investing — and believing –in sampling and education to move the sales needle, as seen in their marketing efforts. Take a look.
Evolis Promote Hair Care System
Executive credit:
Kerry Yates, Evolis U.S. Brand Partner
How it works: Evolis’ Promote Hair Care System is formulated with a patented blend of natural extracts and antioxidants that aims to inhibit FGF5, a protein that has been found to accumulate in the scalp and negatively impact the quality of hair.
Waitlist worthy:
Evolis Promote was formulated to improve hair length, while providing superior care for long hair with Baobab, a key moisturizing ingredient.
Marketing plan: “We will invest in sampling through beauty boxes such as Glossybox, target original content on social media outlets and initiate a hair challenge (how long can one go without extensions) on key social outlets,” said Kerry. “We’ll also offer special pricing for introductory kits of shampoo, conditioner and activator, and create original content to include styling tutorials, understanding the proper care for your hair, and tips/tricks from hair stylists.”
New strategy: “We plan to pre-sell this via our branded site, then roll-out to traditional commerce and finally reach out to brick and mortar outlets,” she added. “In addition, we plan to pursue non-traditional retailers, such as college bookstores, which connect directly with this young audience.”
Get it: Available at Evolisprofessional.com and select U.S. salons. It retails for $145.
Time Resist from Yon-Ka Paris
Executive credit:
Katherine Tomasso, National Director of Education for Yon-Ka
How it works: These duo products, AM/PM, work in tandem to control the effects of both intrinsic aging factors (stem cell degradation, glycated proteins, hormonal shifts) and extrinsic aging factors (pollution, stress, fake foods).
Waitlist worthy: The products boast a proprietary Youth Activating Complex that aims to protect the skin’s reparative properties. Aside from a naturally intoxicating scent of sweet orange blossoms, Time Resist features a wrinkle-smoothing, daytime cream and a complementary evening formula that optimizes the reparative process of sleep.
Marketing plan: “Yon-Ka Paris partnered with our spa clients nationwide for an exclusive pre-launch of Time Resist, prior to it being available for consumer purchase,” said Katherine. “Our goal for this six-week period/pre-consumer launch was specially geared to give our professional partners a chance to become familiar with the product, while giving us feedback for future consumer-based marketing.”
New strategy: “Last month we began a 20-city national education tour, exclusive for Yon-Ka Paris certified professionals and spas,” said added. “This program further educated our ambassadors on the features, formulations and benefits of the product while giving our guests a special opportunity to experience a forthcoming product.”
Get it: Available on shop.yonka.com. Both AM/PM will retail for $240, or $120 each.
Skin Authority Brightening Peel Pack
Executive credit:
Celeste Hilling, CEO, Founder & Product Formulator
How it works: Five single-pack treatments produce instantly brighter, smoother and fuller skin.
Waitlist worthy:
Offering instant visual gratification, the product contains natural skin brighteners from the bearberry bush, and complex oligopeptides paired with transforming AHA, which looks to dissolve away the effects of sun, pollution and stress.
Marketing plan:
“We’ll be cultivating strong influencer partnerships as well as ‘Live Expert’ events to drive excitement, education and awareness with consumers and professionals around the globe,” said Celeste.
New strategy: Because consumer demand for instant results is on fire, Skin Authority is positioning itself to deliver these visible results at a price point that encourages trial and visual engagement for further exploration of other treatments. This is the first in a series of five day dermaceutical-result treatment packs from Skin Authority, which will address a variety of different issues.
Get it: Sold at authorized beauty specialty retail stores; luxury spa, resort and salon locations; and on Skinauthority.com. It retails for $14.99.
Sisley-Paris Black Rose Skin Infusion Cream
Executive credit: Sonya Menon, Senior Vice President, Marketing & Education
How it works: The power of the Black Baccara Rose blended with a new “water-drop technology” transforms the cream into micro-droplets of water that infuses with skin upon application to intensely re-plump skin.
Waitlist worthy: The Sisley Black Rose Skincare collection has a strong consumer base as well as a cult press, makeup artist and celebrity following. “The consumer has been requesting a daily cream in the Black Rose collection for some time, and finally Sisley-Paris is able to provide an answer to this demand,” said Sonya.
Marketing plan:
“Pre-sampling and teaser campaigns for the new cream began around Mother’s Day. National advertising and select editorials teasing the new launch were released in May publications,” she added. “While the new Black Rose Skin Infusion cream is the main focus in our messaging and communications, we will continue to sample and speak with the full Black Rose Skincare collection in mind.”
New strategy:
Incorporating strong social media programs and leveraging the cult following of the Black Rose collection will be key to the brand’s success. “A pre-sampling promotion calling upon followers to, ‘Tell us why you love the Black Rose Collection!’ will be one of the centerpieces of our digital strategy using #SisleyBlackRose to engage with consumers,” she said. “In addition, outreach to key Sisley influencers and makeup artists, creative how-to videos and Facebook Live Q&A sessions will be used to increase visibility and awareness of the new launch.”
Get it: Limited distribution in approximately 175 luxury retailer’s nationwide include Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman, Barneys New York, along with select locations of Bloomingdale’s and Nordstrom. It will also be available at select specialty boutiques, Sisley- Paris boutiques and Sisley-Paris.com. It retails for $195.
Le Metier de Beauté Complexion Perfection Set
Executive credit: Rich Blanch, CEO/founder
How it works: The brand created a two-piece kit, with a special brush, that offers instant radiance and light-weight coverage, as well as long-term active skin benefits powered by Retinol. The Peau Vierge Anti-Aging Complexe gives a tinted treatment and provides sheer, buildable foundation while the Precision Complete Coverage offers a high pigment cream makeup for areas needing medium to full coverage. Both work in tandem to even texture, blur fine lines and reduce skin imperfections.
Waitlist worthy:
Unlike other cosmetic products that temporarily mask imperfections, these items are formulated to improve one’s complexion while hydrating skin with hyaluronic acid.
Marketing plan: “We’re launching this kit exclusively on QVC with a one-hour special on June 22, and we have invited The Beauty Professor, Rachel Anise, along with Hylton Lea, our Director of skincare, to be our special guests. The goal is to introduce this kit to a broader consumer,” said Rich. “This platform allows us to reach out and educate millions of women in one appearance. In advance to the airing, the pair will be posting about their experiences.”
New strategy: “Following the June airings, we have plans to exclusively launch more unique color products, only on QVC, that will get our fans, and QVC’s fans, excited,” Rich added. “We are positioning ourselves as the authority on 3-1 and 4-1 product innovation.”
Get It: Sold exclusively on QVC for $149.96.
