Beauty & Personal Care
- Jun 15 2020
Adobe just launched a free Photoshop app with “tons” of elaborate filters.
Adobe just launched a free Photoshop app with “tons” of elaborate filters. The new Photoshop Camera offers an ever-growing library of AI filters and effects that instantly augment photos—like one that identifies the sky and replaces it with “perfect clouds” or a “magical moon.” Some filters are made in collaboration with artists and creators—including one with Billie Eilish—which could in the future be “directly monetized.” According to Adobe, they’re also working on future partnerships that will get their filters inside of other apps and even “built into some phones’ native cameras.” The new app is arriving as augmented reality increasingly becomes a vital part of social media and marketing. (Editor’s note: YPulse conducted qualitative and quantitative custom research for Adobe, testing the app experience among young consumers to inform its development and launch.) (The Verge)
- Jun 08 2020
Amid protests, fashion and beauty brands are implementing more diversity initiatives.
Amid protests, fashion and beauty brands are implementing more diversity initiatives. The CFDA is taking steps to combat systemic racism and promote equality within the fashion industry with a new initiative to “create an in-house employment program speciﬁcally charged with placing Black talent in all sectors of the fashion business to help achieve a racially balanced industry.” They’ll be launching a mentorship and internship program focused on placing Black students and recent graduates in established fashion companies, implement a Diversity and Inclusion training program, and make donations to the NAACP, Campaign Zero, and related organizations. Meanwhile, Uoma Beauty has started the #pullupforchange campaign, calling for companies to be transparent about what percentage of their teams include Black employees—beauty brands like Cocokind, Milk Makeup, E.l.f Cosmetics, and Estée Lauder have participated by sharing the info publicly. (Teen Vogue, Glossy)
- Jun 03 2020
Gen Z and Millennials are fueling the rise of beauty merch.
Gen Z and Millennials are fueling the rise of beauty merch. Beauty brands like Benefit Cosmetics, Milk Makeup, and Kylie Skin are selling their fans hoodies, hats, pins, socks, and scrunchies plastered with their logos. Gen Z favorite Glossier’s GlossiWEAR collection dropped in 2019 and last month they re-released their signature light pink hoodie, earning them “streetwear-level hype” and a pre-sale waitlist of 10,000 customers. Recently, Glossier and Glow Recipe have been using Animal Crossing: New Horizons to promote some of their most popular merch. YPulse called out this rising trend in our Brandoms report, which found 42% of young consumers have purchased something that prominently features their favorite brand’s logo. (Glossy)
- Jun 01 2020
TikTok is driving Amazon’s beauty sales.
TikTok is driving Amazon’s beauty sales. As the ecommerce giant increases its focus and regulates shipping times for the beauty category, more indie brands have started launching shops on the platform. Memebox, who owns I Dew Care and I’m Meme, have been linking their Amazon shops to their TikTok accounts and using the hashtag #amazonfinds (which has received more than 720 million views) to their videos that feature a range of beauty tools from ring lights to face rollers and scalp massagers. (Glossy)
- May 18 2020
E.l.f Cosmetics is doubling down on music-driven marketing after successful viral campaigns on TikTok.
E.l.f Cosmetics is doubling down on music-driven marketing after successful viral campaigns on TikTok. Last year, marketing on the app became a major part of their rebrand strategy after the hashtag #elfcosmetics took off organically. After that, they launched one of the most viral sponsored campaigns on the platform with the #eyeslipsface challenge, which received over 5 billion views with 3 million videos made featuring the customized song of the same name. Celebrities like Lizzo and Reese Witherspoon even participated without being paid. During COVID, the brand remixed the song to encourage hand washing, and earlier this month, they came out with the #elfvanishingact challenge to promote a new primer. While it wasn’t a sponsored campaign, it has received 15 million views so far. TikTok recently announced strict restrictions about the music brands are allowed to use, but e.l.f Cosmetics has been able to avoid copyright issues with the creation of their own songs. (Glossy)
- May 15 2020
Virtual beauty try-ons are surging during quarantine—and it could change the future of product testing.
Virtual beauty try-ons are surging during quarantine—and it could change the future of product testing. Ulta Beauty launched their GlamLab virtual try-on feature in 2016, but usage of it has increased during quarantine with more than 13 million shade try-ons in the last two months. As retail stores begin to reopen in parts of the country, the beauty retailer has been heavily marketing the tool to customers as a “convenient and safe alternative” to physical product testers. When quarantines begin to ease, augmented and virtual reality could become a big part of the beauty and fashion industry. (WWD)
- May 13 2020
Beauty brands are changing their text messaging tactics during COVID.
Beauty brands are changing their text messaging tactics during COVID. Texting has long been used to drive sales, but now many are revamping communication with sensitivity in mind. Since the start of the pandemic, PÜR has been sending two texts a week and has pivoted their messaging to be less promotional and more lighthearted, focusing on the quality and benefits of their products. In the last month, they saw a 20% increase in new subscribers. Other brands are also reporting that less sales-focused texts perform better: when Kopari sent a text with a link to a Spotify playlist, they saw a 20% higher click-through, and orders that outpaced promotional emails. (Glossy)
- Feb 24 2020
Olay will stop retouching ads to show young women that “how they look isn’t what is important.”
Olay will stop retouching ads to show young women that “how they look isn’t what is important.” The Procter & Gamble-owned skincare brand has unveiled “My Olay”—their new campaign that vows to no longer retouch photos across print, digital, and TV ads by the end of 2020. A “Skin Promise” seal will be placed on the ads to indicate that a photo hasn’t been altered or messed with, and ambassadors for the brand will not be permitted to use Botox or fillers to alter their appearance. YPulse has found that 63% of 13-to-37-year-old females feel more negatively about a brand that uses Photoshop. (Adweek)
- Feb 07 2020
A popular hair product is allegedly ruining people’s hair, Barnes & Noble pulls its Diverse Editions project after online backlash, TikTok verified a (fake) Kendall Jenner account, an Amazon Dating parody account is “selling” dates,…