Sadly, September signals the end of summer. But with Fashion Week around the corner, aspiration and design innovation looks to feed the soul—in place of sun and sand. This month several beauty companies caught our eye with a mix of fragrance and skin care options delivering on notable concepts. There’s Annick Goutal’s Nuit et Confidences; 3LAB’s Anti-Aging Oil; Revision Skincare’s Nectifirm Advanced; ZO Skin Health’s Instant Pore Refiner; and Lab Series’ Solid Water Essence for men. Marketing trends we’re seeing? Companies continue to invest in sampling programs. Exclusives still hold importance. And, brands are focusing on one big launch in a year rather than several. And of course, social media is still top of mind.
Annick Goutal Nuit et Confidences
Marketer in charge: Jim Fine, U.S. Marketing Director, Annick Goutal
Why it’s different: This musky oriental scent marries bergamot, frankincense, pepper, orchid, white musks, vanilla and tonka beans to create an entirely fresh and very unexpected scent.
Waitlist worthy: Camille, daughter of the late Annick Goutal, and famed perfumer Mathieu Nardin, collaborated to create Nuit et Confidences. This release is a departure from the brand’s classic bottle as it dons a deep blue silk pompom and offers a graduated effect of midnight blue on the glass instead of their iconic, ribbed and rounded clear bottles.
Marketing plan: “We’re introducing a three-tier marketing campaign consisting of aggressive outreaching where we will utilize our social media channels, our retail partners and our namesake boutiques to reach our customer base as well to attract a new consumer,” said Jim. “That includes a pre-sale campaign and a direct-to-consumer sampling program.”
New strategy: “To reach a new customer and to increase foot traffic in our Madison Avenue store, and because we believe perfume really needs to be experienced first hand, we’ll focus on increasing our special in-store events at that location with well-known bloggers and influencers to not only kick-off the launch, but to highlight other exciting happenings,” he added.
Get it: Available at Annick Goutal Boutiques, us.annickgoutal.com, Bergdorf Goodman and Saks Fifth Avenue. The item will retail for $190 for 3.4 fl oz.
3LAB Anti-Aging Oil
Marketer in charge: Susan Steitzer, President, 3LAB
How it works: Formulated with age-defying oils, Anti-Aging Oil aims to hydrate, diminish fine lines and wrinkles and minimize pigmentation.
Waitlist worthy: Though 3LAB isn’t the first company to market an oil, the brand’s goal was efficacy. Bonus? 24K Gold flecks give a natural, radiant glow leaving skin feeling softer and smoother.
Marketing plan: Barneys New York will exclusively launch the product throughout the U.S. both in-store and online. “3LAB has created a multi-faceted marketing strategy consisting of in-store branding, content and social media campaign,” said Susan.“We are also reaching out to press and influencers to make this product the company’s biggest launch of 2017.”
New strategy: “The plan is to focus heavily on in-store activities by inviting our customers to visit their local Barneys to experience Anti-Aging Oil first-hand,” she added.“Beginning in September, 3LAB is coinciding the launch with Barneys September Bag Event to capitalize on the in-store foot traffic to gain additional exposure and awareness.” In-store, the brand will have animation at each 3LAB counter and host a “Mixology” event at different Barneys. “To support the launch, we created a new unit display for Anti-Aging Oil that plays off of our infamous hexagon-shaped logo,” Susan explained. “We have also created an extensive PR campaign highlighting the uniqueness and differentiation of the 24K gold flecks and the luxurious essentials oils.”
Get it: Soldat Barneys New York and at www.3LAB.com. The item will retail for $300.
Marketer in charge: Leah Herrington, Head of Marketing, Revision Skincare
How it works: Smart Antioxidant Technology and eight distinctive peptides that lessen the look of lines and wrinkles are just a few of the ingredients that help incorporate a new pathway to fighting anti-aging.
Waitlist worthy: According to the company,this is the first neck product to use groundbreaking technology that harnesses the power of the skin’s own Microbiome.
Marketing plan: “Coupled with our Summer AAD launch, we are investing in sampling via tradeshows and events, as well as offering a trial size in our Holiday Box,” said Leah. “Social media content and promotion, along with influencer partnerships, will be key in connecting with both professionals and consumers. We are also reaching out to our audience via multiple trade magazines.”
New strategy: The company, who often focuses intensely on educating the medical industry about the brand’s technology, will also rely on a sweepstakes strategy with New Beauty. “The purpose of the sweepstakes is two-fold,” Leah added. “To incentivize sales within our sales team, the winner gets to go to New York for the event, and to connect with editors and influencers live at the New Beauty Beauty Report event in November.
Get it: Through dermatologists, plastic surgeons, medical spas and at revisionskincare.com, Nectifirm Advanced will retail for $129.
ZO Skin Health Instant Pore Refiner
Marketer in charge: Noelle Denlinger, Vice President of Global Marketing, ZO Skin Health
How it works: Rosa canina fruit extract looks to balance oily skin and minimize the amount of surface oil on the skin for a shine-free, matte appearance while reducing pore size. Salicyloyl Phytosphingosine works to exfoliate dead skin cells, helping to prevent congestions. Anti-inflammation and antioxidant is also part of the minimizing package.
Waitlist worthy: This anti-aging, lightweight powerhouse serum is clinically proven to refine pores, minimize surface shine and smooth texture. Complexes ZO-RSS2 and ZOX12 defend the skin against harmful external factors including pollutants and free radicals that cause inflammation and redness.
At zoskinhealth.com and through ZO physicians. The item will retail for $60.
Solid Water Essence by Lab Series
Marketer in charge: Alexis DiResta, Executive Director, Global Marketing, Lab Series
How it works: The gel-to-liquid structure is said to ‘burst’ open in the palm of your hand when pressed. Ingredients ginseng and caffeine work together to energize skin on a cellular level to deliver high performance benefits.
Waitlist worthy: The men’s brand that falls under the Estée umbrella spent two years addressing some of men’s biggest concerns, such as combating tired and fatigued looking skin. The product is said to literally be a boost of energy on a cellular level.
Marketing plan: “Since we don’t do print advertising, we intend to do a full-360 marketing plan, which will include a digital campaign, education strategy, a mailing of the product to 200 advocates—which are our best customers and influencers—in the hope of getting reviews and previews online,” said Alexis. “We’ll also prelaunch the product on our site, and include a sampling of the product with many purchases. Lastly, we did an email blast to 35,550 consumers that links to our YouTube video, which will also be used on Facebook, Instagram and at retail locations.”
New strategy: “This is a new category for us, one that’s growing in Asia where 70 percent of our retail, including travel, is based,” she added. “This product was an opportunity to create a new category and target a boosting treatment.” Additionally, the brand will be looking at teaching consumers about the product from an Asian perspective, “And taking a Western approach when talking to men in the U.S. from an immediacy and convenience point of view, which is something they understand,” Alexis explained.
Get it: Sold at fine department stores nationwide and at labseries.com. The item will retail for $47.