This month, CEW Product Watch interviews a TV personality’s wife; a well-known French spa brand; a hair care brand with a solution for thinning locks; a dermatologist on a non-invasive lip filler, and Clarisonic’s founder on a new partnership. Each looks to rely on social media to build consumer engagement, as well as email blasts, how-to videos and influencer and celebrity partnerships to build a following.
Product: Clarisonic Mia 2 First Aid Beauty Set
Executive Credit: Dr. Robb Akridge, President & Co-Founder, Clarisonic
How it works: With two speeds for customizable convenience, the Mia 2 is powered by patented sonic technology and is clinically proven to clean skin six times better than hands alone.
Waitlist Worthy: This October the brand announces a collaboration kit with popular skin care brand, First Aid Beauty. The kit offers a customized cleansing regimen to help combat the harsh winter weather we are all dreading.
Marketing Plan: Paired together, the Clarisonic Mia 2 and First Aid Beauty skin care products look to cross promote the individual brands through outreach to media editors.
Get It: Available at Sephora stores and on their website. It sells for $169.
Product: Guinot Hydra Finish SPF 15
Executive Credit: Janeth Becerra, Marketing Director
How it Works: The key ingredient, mallow extract, aims to hydrate and soften skin while sun filters protect against UVA and UVB rays.
Waitlist Worthy: The purple-hued cream contains encapsulated pigments that are formulated to blend seamlessly to match any skin tone and create a smooth, even complexion.
Marketing Strategy: “Hydra Finish SPF 15 will be prominently featured on all our social media networks, while reaching out to editors and beauty bloggers,” said Janeth. Samples to its network of 1,000 upscale spas and resorts to introduce the product to their clients is also on tap.
New Strategy: “As this is a crossover product between skin care and makeup, we’re trying to market it with a lifestyle angle,” she added.
Get It: Guinot’s Hydra Finish SPF 15 is available at more than 1,000 Guinot spas in the U.S., and at Guinotusa.com. It sells for $48.
Product: Keranique Tint & Texture Color Density Treatment Spray
Executive Credit: Kimberly Blakla, Communications & Marketing Director, Atlantic Coast Brands
How it works: This thinning hair solution looks to deliver temporary, natural color as a way to fill in and fade away sparse, thinning areas of hair, while camouflaging visible sections of scalp. Micro-milled pigments deliver natural, dimensional depth while a gentle powder adds pliable volume and lightweight lift.
Waitlist Worthy: Formulated without fibers, it doesn’t leave hair gritty. It also reduces oil that can clog follicles and weigh hair down. Transfer-resistant, touchable and water resistant, it wears all day until you shampoo.
Marketing Plan: “Through a dedicated digital marketing approach, Keranique will be educating the consumer through social media channels, email campaigns and strategic how-to video content about proper usage and availability,” said Kimberly. “We will also concentrate on driving awareness for its HSN debut.”
New Strategy: “By utilizing international hairstylist, Franco Della Grazia, we are able to create new and innovative content to support the launch of this product,” she added.
Get It: Keranique Tint & Texture Color Density Treatment Spray launches in October at Ulta Stores, Ulta.com, HSN and Sephora.com, and will retail for $34.
Product: 37 Actives Anti-Aging and Filler Lip Treatment
Executive Credit: Dr. Macrene Alexiades, Founder
How it works: The treatment contains hyaluronic acid to fill lips; peptides to boost collagen; ceramides to heal chapped lips, and a total of 20 anti-aging actives including antioxidants to fight pollution and free radicals; all in a base of coconut and peppermint oil.
Waitlist Worthy: Offering similar results to lip injectable fillers, this non-procedural alternative provides a natural plump thanks to hyaluronic acids, collagen boosters and crucial ceramides.
Marketing Plan: “We did launch events for editors at Space NK on Prince Street where I am emphasized my background as a leader in ingredient-based technologies combined with my knowledge of dermatology,” she added. The launch was announced with a full-page ad in W magazine.
Get It: 37 Actives Anti-Aging and Filler Lip Treatment will be available at Violet Grey, Neiman Marcus, Space NK, Net a Porter, Amazon Luxury and Dr. Macrene.com. It sells for $95.
Product: OMG! is this really ME?
Executive Credit: Robin McGraw, Founder and CEO
How it works: The gel is a ‘face shaper’ that utilizes natural clay-derived compounds to instantly make skin feel tight and lifted. It also contains plant-derived stem cell extracts to fight free radicals and reduce the appearance of fine lines and wrinkles.
Waitlist Worthy: The collection’s 14 products have been custom-crafted to utilize the highest-quality, most potent active ingredients, along with cutting-edge technology.
Marketing Plan: Leading up to the official on-sale date, Robin is distributing a series of teaser email blasts that include an on-sale countdown, as well as profiles highlighting each specialty regimen.
New Strategy: “The launch will coincide with a new integrated website platform, exclusive digital content and increased social media presence,” she added. The site will feature a more user-friendly experience, Robin’s personal blog and expert commentary from LA-based dermatologist Dr. Jessica Wu, who is partnering on the collection. A press event for more than 100 influencers, bloggers and editors will be held in New York on November 17.
Get It: available at RobinMcGrawRevelation.com, with retail partnership news to follow. The product retails for $34.
Product: Concentre Myo Fix
Executive Credit: Dr. Tiina Meder, Founder
How it works: This therapeutic topical treatment looks to deliver immediate and visible wrinkle smoothing and relaxation properties while offering restorative and anti-aging effects.
Waitlist Worthy: The formula includes three strong myo relaxing peptides, creating a skin immobilization effect, while preserving natural facial expression. Wrinkles are said to be significantly reduced in the first few days of using the concentrate.
Marketing Plan: “We plan on building awareness of the Meder Beauty Science brand by participating in professional trade shows and beauty industry expos,” said Tiina. “We are partnering with New Beauty Test Tubes and have reached out to 40 of the most influential beauty bloggers on Instagram, as well as many beauty editors.
Strategy: “We want to continue building the brand’s social media outreach with Aesthetic Everything and Beauty Wire Magazine,” added Tiina.“We will also build a blog dedicated to Meder Beauty USA while we expand our presence on the West Coast via spa channels and independent beauty boutiques.”
Get It: Available at mederusa.com Concentre Myo Fix sells for $200.