Beauty & Personal Care
- Nov 20 2019
Express is launching an online wellness brand to sell CBD and crystals to young shoppers who want comfort, not career clothes.
Express is launching an online wellness brand to sell CBD and crystals to young shoppers who want comfort, not career clothes. The new lifestyle brand, UpWest, will focus on loungewear, wellness products, and other self-care tools for a generation “more focused on having a cozy home, rejuvenating after work, and doing low-key things with their friends.” Express’s sales have been steadily declining, and UpWest was developed to cater completely to young consumers, and their wellness obsessions. (Fast Company)
- Nov 19 2019
Kylie Jenner is selling a $600 million stake of her cosmetics business to Coty Inc.
Kylie Jenner is selling a $600 million stake of her cosmetics business to Coty Inc. The global beauty company, who owns brands like CoverGirl and Max Factor, and has suffered from weak sales and hopes the acquisition will revive their skincare and online business. Kylie Cosmetics is on track to $200 million in sales this year and YPulse’s ongoing youth brand tracker shows that celebrity beauty brands have been stealing attention, and sales, from traditional brands. Independent brands’ sales grew 24% in 2017, so it’s no surprise that big companies struggling with young consumers are buying the competition. (WSJ)
- Nov 15 2019
Beauty brands are starting to suffer as Gen Z goes makeup-free.
Beauty brands are starting to suffer as Gen Z goes makeup-free. Ulta Beauty and Estée Lauder have suffered from stock downgrades because of a weak cosmetics market, with NPD group reporting that prestige makeup has fallen 7% over the last year—while skincare has increased 7%. YPulse’s beauty survey found that only 10% of Gen Z females say they wear makeup every day, and while beauty is still a popular category for teens, they only make purchases within their price range. (Retail Dive)
- Nov 08 2019
In a rare move, beauty brand Deciem is boycotting Black Friday this year.
In a rare move, beauty brand Deciem is boycotting Black Friday this year. The “abnormal beauty company” known for its The Ordinary skincare line, has announced that all its store locations—including online—will have a mass blackout on November 29th. The move is intended to fight against hyperconsumerism and to prevent shoppers from impulse buying their products without being informed. According to YPulse’s holiday shopping survey, the majority of young consumers support companies that close their retail locations on Black Friday. (The Cut)
- Oct 08 2019
E.l.f. cosmetics is the latest brand to have a majorly viral TikTok campaign.
E.l.f. cosmetics is the latest brand to have a majorly viral TikTok campaign. The #eyeslipsface challenge features an original song created specifically for the effort, a branded takeover of the app, and posts by several TikTok influencers. The brand launched the hashtag after finding a natural affinity for e.l.f. on the platform, and may start creating daily content for the app in the future. Current TikTok metrics show that the #eyeslipsface hashtag has 554.1 million views (we’d call that some serious reach). (Mobile Marketer)
- Sep 27 2019
MAC Cosmetics is sponsoring TwitchCon, a gathering of gaming streamers and their fans.
MAC Cosmetics is sponsoring TwitchCon, a gathering of gaming streamers and their fans. Alongside endemic brands (think energy drinks and snacks), MAC’s exhibitor space will be offering glam services, giveaways, a tutorial on “Stream Ready Makeup,” meet-and-greets with famous female gamers, and more. More non-endemic brands are getting into the gaming space to connect with young players, and one MAC Cosmetics VP says, “This isn’t a one-off conversation, but a continuation of something we will look at for a long time.” (Glossy)
- Sep 26 2019
Intensive skincare services are trending, as wellness-obsessed young consumers go all out to get a dewy glow.
Intensive skincare services are trending, as wellness-obsessed young consumers go all out to get a dewy glow. Yelp found that hydrafacials, which cleanse, exfoliate, and then use serums to moisturize, are more popular than in past years, along with dermaplaning, microneedling, and laser facials. The platform also tracked peak popularity of services by year to find that spray tans are so 2014, permanent makeup became less popular after 2016, and tanning beds had their heyday in 2005. (Elle)
- Sep 17 2019
Eos shifted advertising spend to TikTok, where their first hashtag challenge already has 1.5 billion views.
Eos shifted advertising spend to TikTok, where their first hashtag challenge already has 1.5 billion views. The lip care brand rebooted their image last year and upped their media spend to let everyone know; now, they’re the latest beauty brand to funnel some of that spend into the short-form video app. They launched a #MakeItAwesome campaign, challenging users to creatively integrate Eos into videos for a chance to win products. Influencers have joined the challenge, snow-balling engagement and views, which have skyrocketed past one billion, according to counts on TikTok as of this publishing. (Glossy)
- Sep 17 2019
Seeing their own diversity reflected back to them is a major desire of young consumers—so which brands are succeeding in their eyes? We looked to our brand tracker to find out… We call Gen Z…