Beauty & Personal Care
- Jan 22 2020
Cosmopolitan just launched an acne newsletter to test out personalized content.
Cosmopolitan just launched an acne newsletter to test out personalized content. In an online poll posted by the Hearst-owned women’s magazine brand, 99% of readers—74% of whom are 18-to-49-years-old—revealed they experience acne. This finding inspired “Acne Sucks,” which is described as a “robust” newsletter experience featuring “bite-sized content” that readers can consume on their phone. In an era of personalized products and services, the company hopes the strategy to customize online content for individual readers will be a success and pave the way for more similar content. (Glossy)
- Jan 21 2020
NYX Cosmetics and Netflix just launched Chilling Adventures of Sabrina makeup.
NYX Cosmetics and Netflix just launched Chilling Adventures of Sabrina makeup. Ahead of the premiere of the show’s new season, the makeup brand teamed up with the streaming service to release a limited edition makeup kit, including an eyeshadow palette that’s packaged as a spellbook. This is Netflix’s first collaboration with a cosmetics brand, but their brand partnerships could be the future of advertising to cord-cutting young consumers. YPulse found that the Chilling Adventures of Sabrina was one of young viewers’ most anticipated shows of the fall before it made its debut in 2018. (Cosmopolitan)
- Jan 14 2020
While other mall brands are notoriously struggling, Bath & Body Works continues to thrive.
While other mall brands are notoriously struggling, Bath & Body Works continues to thrive. While the brand’s success has left some experts scratching their heads, others (including YPulse) have attributed it to affordability and the testable, changing assortment of scented candles, shower gels, and lotions—something that appears to Gen Z shoppers and Baby Boomers alike. Most retail locations have also transformed themselves into “bright, fanciful enclaves of escape” that draw customers in—and they’ve been ahead of the game on experiencification. YPulse’s youth brand tracker has found that Bath & Body Works is actually a top health and beauty brand among young females, and their desire to treat themselves with little luxuries is likely helping keep the brand on top. (The Washington Post)
- Jan 13 2020
P&G has acquired shaving startup Billie to reach younger women.
P&G has acquired shaving startup Billie to reach younger women. In the last year, direct-to-consumer shaving brand Billie has ramped up their efforts to compete with Harry’s Flamingo shaving line, and raised $6 million to disrupt the razor market, all with boundary-pushing branding and marketing. Now an acquisition by P&G could increase their visibility and popularity with young consumers. According to Billie’s co-founder, the combination of their brand and P&G will allow them to “reach Millennial and Gen Z women through a fresh, bold attitude.” (Business Wire, Adweek)
- Jan 13 2020
Avon ladies need to become influencers to save the brand.
Avon ladies need to become influencers to save the brand. The 134-year-old beauty company has been struggling for some time, and has been “late to embrace” e-retail, with representatives still relying on door-to-door visits and brochures. Now new owner Natura has a plan to save the company: Turning their five million “Avon ladies” into influencers who will promote products on social media, mobile apps, and retail locations in hopes of modernizing the brand and reaching younger consumers. YPulse has found that 46% of young females have tried a new beauty or personal care item after learning about it from an online celebrity. (WSJ)
- Jan 07 2020
L’Oréal’s new tech lets users mix makeup to look like their favorite influencer.
L’Oréal’s new tech lets users mix makeup to look like their favorite influencer. Half of young females tell YPulse they would like to customize their makeup and skincare, and brands are racing to give them personalized products. At CES, L’Oreal took the concept into the future with Perso, a gadget that mixes foundation and lipstick based on color inspiration from users’ social media accounts—which means they can match or re-create a look an influencer is using or wearing. Before committing, options can be previewed using augmented reality, then “printed” at home. The tech-forward device also uses an app to scan faces and mix up a skin care regimen, and is reportedly coming to market in 2021. (Vogue Business, The Verge)
- Jan 02 2020
Beauty industry experts say that the CBD infusion is just beginning.
Beauty industry experts say that the CBD infusion is just beginning. A study from the Hemp Business Journal projects that cannabidiol products will reach $646 million by 2022, and analysis of Google data shows monthly cannabis beauty searches have grown 90%—so what’s next for the buzzy ingredient? CBD still has “an air of mystery,” so consumer education will be a part of its future, as will regulation. (Drug Store News)
- Dec 31 2019
Glossier made the fresh-faced look mainstream—and next they want to take on sustainability.
Glossier made the fresh-faced look mainstream—and next they want to take on sustainability. The beauty brand reached $1 billion-plus valuation this year, has been “quietly stealing some of the thunder of its larger legacy competitors,” and was at the top of our list of indie beauty brands that Gen Z and Millennial women want to try. So what’s next? Thanks to feedback from young consumers, they’re making eco-friendly packaging and products a priority, starting with some glass bottles and the option to have products sent without their signature pink bubble bag. (Inc.)
- Dec 18 2019
Glossier’s partnership with Nordstrom proves that they are a gateway to brick-and-mortar for direct-to-consumer brands.
Glossier’s partnership with Nordstrom proves that they are a gateway to brick-and-mortar for direct-to-consumer brands. In its largest collaboration with the retailer to date, the Gen Z and Millennial-favorite beauty brand just launched seven pop-up shops around the U.S. to sell its popular “Glossier You” fragrance. Glossier is joining the ranks of others, like clothing brands Everlane and Reformation, who have also previously teamed up with Nordstrom to open pop-up stores—a popular marketing trend for targeting young shoppers. (Business Insider)
- Dec 09 2019
Bliss Cosmetics is using a quiz to boost social and email engagement.
Bliss Cosmetics is using a quiz to boost social and email engagement. Following a rebrand to pivot to younger consumers, the skincare brand launched a quiz to give consumers personalized recommendations for their products that went out on all their social media platforms, emails, and even their website. Quizzes have become a major retail trend as personalization has become a preference for young consumers, and other beauty brands, like Tula and Tatcha, who have also incorporated quizzes into their ecommerce. Since launching, Bliss has seen 91% complete the quiz with 8,000 customers taking it so far. (Glossy)