This month beauty brands are gearing up digital activity in anticipation of engaging consumers to their latest launches. One brand, newcomer Bioeffect Egf Serum, is flying bloggers to Iceland to draw attraction online to its newly-launched US collection. Butter London is showing how success can be realized as a result of a good strategy, explained below for its newest eyeshadow. Then there’s Urban Decay, which is exciting consumers for its first all-matte palette with surprise posts by the brand’s founder.
Product: Urban Decay Naked Ultimate Basics
Executive Credit: Wende Zomnir, Founder
Waitlist Worthy: The first full-sized, all-matte palette in the juggernaut Naked franchise includes 12 never-before-seen shades in its trademark buttery, ultra-blendable formula.
Marketing Plan: To build anticipation, Urban Decay announced the palette a month out from launch and had an on-sale countdown on the brand’s site.
New Strategy: “I commented on an Instagram post showing a new model image, revealing that our followers could expect a new all-matte Naked to arrive soon [as opposed to the announcement landing in the photo caption.] We did this because our fans had begged for an all-matte palette in the comments for years and we thought it would be fun and unexpected to tell them through a comment that one was finally coming,” Wende said.
Get It: Urban Decay Ultimate Basics will be available at Sephora, Ulta Beauty, Macy’s, urbandecay.com and Urban Decay stores beginning September 18and will sell for $55.
Product: butter London Glazen Eye Gloss
Executive Credit: Sarina Godin, President, butter London
How it works: This playful, pudding-like eye shadow applies like a gel, but dries like a powder and lasts all day, giving eyelids the illusion of a wet look.
Waitlist Worthy: Fans will love the fact that butter London is extending their eye shadow collection paired with this new formula that’s crafted with a gelling agent to ensure that the sparkle won’t budge.
Marketing Plan: To showcase the product in action and leverage its engaged social media audience, butter London executed a digitally-focused pre-sale campaign across a variety of social platforms including Snapchat, Boomerang and Instagram, that delivered exclusive content and pre-sale access. The social focus of the campaign allowed the brand to be agile and test out new platforms and approaches, enabling it to “quickly discover and implement the best tactics to generate the most buzz amongst our consumer base. Glazen Eye Gloss has also seen an incredible response in the press, garnering over 458 million impressions in the month prior to launch,” said Sarina.
New Strategy: “Our consumer is increasingly demanding video content, and we are developing our marketing campaigns specifically to respond to that need. The Glazen Eye Gloss digital-first social marketing strategy delivered a 37 percent increase in sales, with an 11 percent increase in sales directly from Instagram.”
Get It: Glazen Eye Gloss will be available in four shades at butterLONDON.com, Ulta stores and online, and Nordstrom.com, starting end of August, and will retail for $24.
Hyaluronic Marine Hydrating Modeling Mask by Dr. Dennis Gross Skincare
Executive Credit: Michele Snyder, Senior Vice President of Global Marketing
How it works: Containing professional-grade algin and hyaluronic acid, which morphs from a gel to a solid through a cooling chemical reaction, the mask aims to instantly transform skin from dull and dehydrated to dewy and radiant.
Waitlist Worthy: This launch marks the expansion of the brand’s Hyaluronic Marine category. Inspired by the professional world, the at-home spa treatment is deeply rooted in post-procedure spa protocols and provides a soothing, cooling and deeply hydrating treatment to instantly plump skin.
Marketing Plan: The brand is highly invested in digital marketing for the launch of this product, due to the playful and interactive nature of the Modeling Mask. Its social media platforms will count down to the launch with a week-long teaser, promoting the dedicated hashtag, #plumpitup, and conclude with a how-to video to showcase its application, ease and innovation. There will be user generated content featured on the brand’s dedicated brand blog, The Daily Dose. Another tier of the brand’s digital strategy will include seeding to key beauty press and top global lifestyle and beauty influencers. “We’ll be partnering with QVC for a 30-day exclusive point of sale, followed by a nationwide launch with our prestige retail partner, Sephora, which will host Dr. Dennis Gross and CEO, Carrie Gross, for a personal appearance at their Fifth Avenue store. A rigorous sampling program with Sephora is also planned. On the professional level, it will now be offered as part of the treatment menu with our spa partners, including Canyon Ranch and Miraval Resorts & Spas,” said Michelle.
New Strategy: This marks the first time the brand’s social media outreach and dedicated blog will lead the launch as part of a 360-degree campaign.
Get It: Available at Sephora, Sephora.com, QVC.com, Nordstrom, Nordstrom Spa, Nordstrom.com, select spas and professional channels, as well as at drdennisgross.com and the practice’s NYC office. It will sell for $46 for four treatments.
Executive Credit: Dara Levy, Founder
How it works: Made specifically for women, Dermaflash brings a medspa-inspired exfoliation experience home, sweeping away skin imperfections, dullness and peach fuzz with a subtle, sonic vibration. The system comes with everything needed for six at-home treatments, including a prep cleanser, single-use edges and a soothing balm.
Waitlist Worthy: It’s the first and only DIY device to deliver the benefits of professional dermaplaning.
Marketing Plan: Generating brand awareness and education are top priorities for the brand. To achieve this, the company has strategically partnered with Julia Balfour, an integrated creative agency, to elevate the brand’s imagery, website and social media channels. The power of users’ instant reactions is something the brand will capitalize on in their new social campaigns titled #PetalSoftSkin #RealWomenRadiantSkin.
New Strategy: The brand will aggressively partner with social media influencers and key makeup artists this holiday season to generate buzz and share tips and tricks.
Get It: The device will be available at Sephora US and Canada, QVC, Joyus, select Neiman Marcus stores, neimanmarcus.com and dermaflash.com beginning this month. The device retails for $189.
Product: Bioeffect Egf Serum
Executive Credit: Dr. Björn Örvar, Founder and Chief Scientific Officer at Bioeffect
How it works: The internationally acclaimed Bioeffect Egf Serum is a groundbreaking rejuvenating serum containing only seven ingredients. The product is designed to deliver visible, dramatic improvements to skin. During the night, EGF works to boost cell renewal and initiate the production of collagen and elastin.
Waitlist Worthiness: The seven-year-old company was born in Iceland and made by Nobel Prize-winning scientists. It is the result of 10 years of research, which will now be available in the United States for the first time. EGF is a human protein naturally occurring in the skin, but it diminishes as we age. In a state-of-the-art greenhouse in Iceland, Bioeffect cultivates the EGF in barley plants, grow it in volcanic pumice and water it with pure Icelandic spring water using geothermal energy and zero carbon emission.
Marketing Plan: For the product launch, the brand has teamed up with an award-winning marketing agency to make sure they know how to speak directly to this new market. “Digital presence will be key as we are entering the market with online presence only, and the marketing plan will therefore be on different digital platforms as we team up with digital influencers in preparation. We will also partner with three bloggers who’ll be invited to Iceland to create content and excitement for the launch via Instagram and Snapchat. Online sampling will be crucial as the trial rate after sampling has proven to be quite high,” said Dr. Björn Örvar. Together with a digital agency, the brand’s website has been completely redesigned, and its CRM system has been implemented to make sure it can connect with new customers. E-commerce will relaunch when the brand enters the U.S.
New Strategy: This is the first time Bioeffect is entering a market purely through online initiatives.
Get it: Items will be sold exclusively on bioeffect.com beginning October 1. Bioeffect Egf Serum will retail for $160.