This month brands tackle hydration, cleansing and scent. There’s Lancer Omega Hydrating Oil with 10% Ferment Complex; Number 4 Lumiere d’hiver Body Lotion; and Intellishade TruPhysical Anti-Aging Tinted Moisturizer with Sunscreen Broad-Spectrum SPF 45. Commodity Bois releases the brand’s first exclusive fragrance – and their first partnership with German master perfumer, Frank Voelkl. And, Odacité offers a Black Mint Cleanser that targets acne and pollutants.

Number 4 Lumiere d’hiver Body Lotion


Marketer in charge: Rick Hough, CEO

How it works: Designed to feel rich, luxurious and lightweight, this emulsifier-free formula has soothing aloe and nourishing shea butter. The light, fresh fragrance of white freesia, golden amber and warm musk produces a soothing and relaxed feeling on the skin.

Waitlist worthy: The formula was created for the tech-connected demographic who desires an effective moisturizer, yet absorbs quickly, enabling immediate use of mobile devices.
Marketing plan: “We’ve created a three-tiered approach, introducing the product through distributors and salons, key influencers and direct to consumers,” said Rick. The brand will also invest in sampling through their professional salon distribution network.

New strategy: “The launch will also be supported digitally though our Darling Daily blog and email marketing efforts, as well as through our social media channels with opportunities for sampling and contests,” he added.

Get it: Available at fine salons, select retailers and Number4Hair.com, the item will retail for $32.


Commodity Bois


Marketer in charge: Ash Huzenlaub, CEO and co-founder

How it works: The newest addition to Commodity’s Black Collection of unisex fine fragrances, it offers consumers a modern, woody blend of Bois de Cedar, Australian Sandalwood and Pink Pepper.

Waitlist worthy: This is the first brand exclusive fragrance for the company, and marks their first partnership with German master perfumer, Frank Voelkl.

Marketing plan: “We first focus on the fans that helped build our brand through our online sales the past three years, so the majority of them will receive a surprise sample in the mail,” said Ash. “For the broader public, we will be teasing and promoting the launch via Commodity’s e-newsletter and social channels. Additionally, Voelkl produced an amazing film about the fragrance which will live online and on social, as well as our e-blasts.”

New strategy: “This is the first fragrance that we are launching exclusively on Commodity’s site. Our brand is in rapid growth mode and expanding our e-commerce platform is a key goal for 2018, so this launch ties into that objective,” he added.
Get it: Sold exclusively for the first six months at Commodity.co.uk, then available to select retailers globally. The item will retail for $105 for 100ml, $26 for10ml.

Intellishade TruPhysical, Anti-Aging Tinted Moisturizer with Sunscreen, Broad-Spectrum SPF 45


Marketer in charge: Leah Herrington, Head of Marketing

How it works: This 5-in-1 anti-aging moisturizer is made with 100% all-mineral broad-spectrum sunscreen SPF 45 that corrects, protects, conceals, brightens and hydrates skin. It contains a proprietary blend of more than 20 age-defying, skin-enhancing ingredients.

Waitlist worthy: The product took 10 years to create and was designed to deliver high performance benefits in the convenience of one smart product that simplifies the morning beauty routine while delivering powerful anti-aging benefits.

Marketing plan: “Our plan is to market directly to both consumers and skin care professionals such as dermatologists, plastic surgeons and estheticians,” said Leah.

New strategy: The brand is launching ecommerce for the first time on RevisionSkincare.com. “Our communication strategy involves a fully integrated digital, social plan along with targeted event and influencer outreach,” she added.
Get it: RevisionSkincare.com, and through dermatologists, plastic surgeons and medical spas. The item will retail for $75.

Lancer Omega Hydrating Oil with 10% Ferment Complex


Marketer in charge: Heather Fallon, Senior Vice President, Marketing

How it works: Omega Hydrating Oil delivers essential hydration and moisture in a 100% water-free formula. Instead of water, it’s formulated with a Smart Hydrator Molecule that provides effective hydration.

Waitlist worthy:

The blend of fermented oils is rich in essential fatty acids, polyphenols and antioxidants, soften skin and improves the look of lines and wrinkles. The water-free formulation also allows for improved stabilization, with no need for added emulsifiers or other additives.

Marketing plan: “We will rely on a full communications approach across traditional and digital media, the brand’s website, including blog features, and social media to circulate professional commentary directly from Dr. Lancer,” said Heather.

New Strategy: “Integrated into the communications plan is a more active approach with influencer relationships, combined with efforts to engage and grow the brand’s social audience,” she added. “We’ll look to new partnerships, contests, targeted campaigns on social media, with a direct call to action to support, while we continue to reach our loyal consumer.” The brand will also connect with the millennial customer, who they hope will grow into a loyal Lancer Skincare user.

Get It: Sold onlancerskincare.com, the item will retail for $75.


Black Mint Cleanser by Odacité


Marketer in charge: Valerie Grandury, Founder & CEO
How it works: The Black Mint Cleanser features a high level of activated charcoal and rhassoul clay, which sucks out the dirt, pollution and grime deep within the layers of skin. Peppermint and tea tree essential oils wake up tired skin, removing fatigue and minimizing the appearance of pores. The rich black gel transforms into a creamy foam upon application, enveloping skin in an ultra-fresh cooling experience.

Waitlist worthy: It’s an all-natural cleanser targeted for oily/combo skin, breakouts, and acne. It deeply purifies to the lower dermis and works at the root of the problem. Complexion is left clear and mattified, while hydration is preserved.

Marketing plan: “We’re targeting millennials who either still battle acne and pimples or want to detox their skin,” said Valerie. “The product’s rich charcoal content will appeal to those who are super conscious of the environmental factors that contribute to breakouts.”

New strategy: “We are heavy on results and will be doing a digital launch that highlights the efficacy of this cleanser, but also educates on the environmental effects that our skin faces every day,” she said. “In addition to the digital strategy, we’ll be working with regional micro-and mid-tier influencers to get the word out through takeovers and product features.” The brand will also showcase a how-to video and conduct a short-lead media tour to New York to promote the launch of the product.

Get it: Available on odacité.com for $39.