As we enter fall, a flurry of new brand messages, grass-roots efforts, event invites and first-hand experiences – including a flight to a company’s farm in Colombia – are taking over. And of course, there are new products. This month, This Works relies on the trend of getting more sleep with their Deep Sleep Pillow Spray 250ml + eye mask; Baré Alchemy considers flea markets as a way of generating revenue; Zue Beauty is wooing media; YourGoodSkin Balancing Skin Concentrate partners with Walgreens; and Pur invests in professional makeup artists with a Quick PRO Collection.
Deep Sleep Pillow Spray 250ml + eye mask
Marketer in Charge: Anna Persaud, CEO, This Works
How it works: The deep sleep pillow spray is powered by the brand’s proprietary sleep fragrance, Superblend, and made from 100 percent natural essential oils of lavender, chamomile and vetivert. Used at therapeutic levels these ingredients have been clinically proven to help one fall asleep faster.
Waitlist Worthy: The company, which is a global leader in natural, clinically-proven sleep solutions, is betting on the trend of sleepscience. The spray helps to fall asleep faster to maximize the night-time repair phase and help optimize skin’s appearance.
Marketing Plan: “Our Choose Sleep & Be campaign contains inclusive imagery and inspirational messaging connecting sleep, beauty and aspirational lifestyle choices,” said Anna. “The 360 campaign activates via influencers, short and long lead editorial, retail point of sale, thisworks.com, retailer.com and is supported by extensive sampling, social media partnerships, T.V. product giveaways and social media contests.”
New Strategy: “As we grow the brand internationally, we look for campaign concepts which will elevate our heritage sleep category in existing markets (U.K.) and build momentum for our white-space sleep category in new markets (U.S., EU, Asia),” she added. “We don’t typically use models and in this campaign we chose to incorporate a variety of types of people to drive the inclusive nature of sleep and to bring our aspirational words (happy, determined, adventurous, together, generous) to life.” The brand will also rely heavily on their science and robust clinical studies to tell their story.
Get It: Available atThisWorks.com/us; it will retail for $65.
Baré Alchemy Normal, Dry, & Oily Skin Serum
Marketer in Charge: Anoop Sam Mohan, Founder & CEO, Baré Alchemy
How it works: Baré Alchemy offers a unique approach to skin care, specifically engineered to work for distinct skin types at different times of the year. The serums are made of bespoke natural botanicals from Australia created by naturopaths, sociologists, chemists, designers and engineers.
Waitlist Worthy: Named after Jeanne Baré, the revolutionary female botanist, the brand originated in the Australian Bush, a treasure trove of rare botanicals like the Kakadu Plum, a natural source of the highest vitamin C on the planet. The serums provide deep hydration by transporting nutrient molecules directly to the cells to reverse signs of aging.
Marketing Plan: New to the U.S., the brand will introduce a three-pronged effort, “Starting with a series of editorial meetings focusing on the ‘Girl Power’ messaging and Bare Alchemy ‘skin loving’ ingredients,” said Anoop. “We hope to provide high-profile beauty and women’s interest influencers/writers a chance to experience Bare Alchemy through sampling, as well as be educated on the science behind the brand.”
New Strategy: “The plan is to start with a grass roots effort and provide a word of mouth campaign through a series of intimate dinner parties, where beauty editors and influential women in all walks of life will be invited to talk, chat and begin the Bare Alchemy Movement,” Anoop said. “We will sell and sample the serums through free facials at unique venues such as artisan markets and boutiques, like Artists and Fleas Markets in Williamsburg and Chelsea Flea.” In 2018, additional markets in busy urban areas, such as Chicago and California, will also be added.
Get It: Available at barealchemy.com and the flea markets listed above. The item will retail for $90 for a 1.58-oz bottle.
Zue Beauty Daily Moisturizer
Marketer in Charge: Gabriel Maya, Zue Beauty Founder
How it works: The daily facial moisturizer is formulated with highly concentrated quinoa extract from Colombia and is rich in amino-acids and anti-oxidants.
Waitlist Worthy: Zue Beauty products generate a profit-sharing cycle benefiting indigenous communities that harvest the organic quinoa used in its products. Consumers looking to feel good about their purchase will get a “give back” code on Zue Beauty’s website where they can vote on a charity/cause they would like Zue to give back to.
Marketing Plan: “The company is trying experiential marketing based on a two-step program, through in-store training, in-store demos and an intense digital marketing campaign,” said Gabriel. “The first part is doing at least 120 demos per month in selected stores, and sampling and educating customers about products and its benefits.” In addition, Zue Beauty will be investing in paid advertisement, such as Google and Facebook ads, in areas surrounding the stores where products are being sold, targeting exclusively potential customers.
New Strategy: “We are focused on letting the world know about the story of the products and the way the company is trying to make a change through its Give Back program,” she explained. “That’s why we’re doing a heavy PR push for the launch and flying top beauty editors to Colombia to see our farms and meet the indigenous farmers.”
Get It: Available at Whole Foods Market store in the Mid-Atlantic Region and zuebeauty.com. The item will retail for $28.99.
YourGoodSkin Balancing Skin Concentrate
Marketer in Charge: Frédéric Arbel, Category Director, Skincare, Americas, Boots Retail USA
How it works: This unique facial concentrate, which specifically addresses skin’s imbalance, is clinically proven to improve the five key signs of visibly healthy, balanced skin including improvements in texture, tone, evenness, moisture levels, radiance and oiliness within 28 days.
Waitlist Worthy: The product, which took three-years to produce, is a multi-action antioxidant complex containing green tea, vitamins C and E, and lipochroman, known to help fight oxidative stress. Japanese Lily Turf root extract works at improving skin’s condition, and sphinganine aids in combating oiliness.
Marketing plan: Walgreens will exclusively launch the product throughout the U.S., both in-store and online. “We have a large-scale partnership with the Walgreens retail digital network and beauty enthusiast loyalty program to tap into Walgreens’ beauty aficionados,” said Frédéric. “We’re also launching a multifaceted marketing campaign, #GoodSkinForLife.” The company plans to build brand credibility via review seeding, and leveraging the YourGoodSkin coach to provide ongoing community support, while creating a member voucher program, sampling program and Walgreens loyalty rewards program.
New Strategy: “Our strategy is built around the co-creation story and community, which is at the heart of this brand,” he added. “We’re aiming to take our existing members and develop a sizeable community of brand advocates where our target consumer can discover the secret to healthy skin/good skin for life via an interactive, educational journey.” The company will also create a multi-faceted marketing strategy consisting of disruptive in-store merchandising, complete with tester units for the Balancing Skin Concentrate, and a robust digital campaign, which is where their target consumer spends most of their time. The company also plans to deploy PR, social and influencer campaigns.
Get It: Sold at select Walgreens stores and Walgreens.com. It will retail for $19.99.
Quick PRO Eyes: Dual Ended Eyeshadow and Eyeliner Collection, part of the PUR Quick PRO Collection
Marketer in Charge: Julie Campbell, VP Marketing, Astral Health & Beauty (parent company of PUR cosmetics)
How it works: Part ofPUR’s newest professional product color collections, the professional-grade eyeshadow and eyeliner formulas are coupled with richly pigmented fall shades that can be applied flawlessly without a brush.
Waitlist Worthy: This is the first time the brand has launched dual-ended eyeliners and eyeshadows in smart, portable packaging.
Marketing Plan: “Our global marketing plan consists of exciting activations that enables fans to get up close and personal with the collections,” said Julie.“Key elements includecollection mailings, events and collaborations with top influencers, editors and taste makers in the U.K., Canada and the U.S.” New Strategy: “We’re beginning with the professional artist, continuing with global influencer networks, and extending to fans,” she added. “We intend to create customer/fan on-the-go makeup challenges and contests, and retail store artistry events and on-the-go application tutorials at Ulta Beauty stores nationwide.” The brand is extending exciting rewards and incentives for PUR ambassadors via purcosmetics.com.“The launch will also include a makeup artist program, offering certified artists exclusives, incentives and a discount platform,” she added.
Get It: Sold at Ulta Beauty and Kohls stores nationwide, Shopper’s Drug Mart Canada and Marks & Spencer U.K. The product will retail for $28
