This month Beauty Insider investigated products targeting renewal, brightening and multi-tasking. There’s Jack Black’s Charcoal Body Bar Massaging Soap; 3LAB’s $1,200 Super Ampoules Brightening & Anti-Aging; and PUR’s 4-in-1 Foundation Stick. Dr. Roebuck, who releases No Worries Hydrating Face Moisturizer this month, also prepares for the brand’s a re-launch. Meanwhile, Drybar focuses on texture with Kicker Finishing Spray Wax, while Tresemme’s Compressed Micro-Mist Hair Spray innovates on one of beauty’s mainstays. We’ve also shared Tocca’s new Tuscany line, highlighting their Tomato Vine & Wild Primrose candle, so you can stop and smell the scent of spring, and Italy.
Charcoal Body Bar Massaging Soap
Marketer in charge: Gabrielle Douthitt, Director of Marketing, Jack Black
How it works: Charcoal aims to deodorize skin and works to remove buildup by drawing it to the surface, while jojoba beads help remove dead cells, revealing smoother skin.
Waitlist worthy: The multitasking body bar cleanses and exfoliates, while ergonomic-shaped nubs massage muscles to help relieve tension.
Marketing plan: “We wanted to give men time to try the product before the full heat of the summer sets in. We will promote this heavily on digital platforms such as search, shopping and display advertising.” The brand will offer its loyal customers early access to purchase the product prior to it going live on the website.
New strategy: “Our product strategy is to expand our body category assortment and capitalize on the growing charcoal trend,” she added. “So we created in-store collateral for on-shelf use and event collateral for our direct sales team to merchandise the product in an impactful and memorable way.”
Get it:
Jack Black’s Charcoal Body Bar Massaging Soap is available at Nordstrom, Ulta Beauty, Dillard’s, Bluemercury and getjackblack.com. It sells for $15.
Super Ampoules Brightening & Anti-Aging
Marketer in charge: Susan Steitzer, President, 3LAB
How it works: An intensive one-month treatment, Super Ampoules utilizes the most advanced technology and active ingredients from around the world to reduce deep-set lines, wrinkles, sagging and uneven skin tone all while improving skin’s density and firmness.
Waitlist worthy: Super Ampoules is a first-of-its-kind brightening and anti-aging treatment designed to target hyperpigmentation, wrinkles and sagging skin that previously only injectables could address.
Marketing plan: As with all 3LAB launches, Super Ampoules will exclusively launch at Barneys New York throughout the U.S. both in-store and online. The brand is “combining in-store branding, activations, as well as working with top press and social media influencers,” said Susan. “3LAB is hosting its largest-ever social media contest, giving one lucky 3LAB fan the chance to win a full-size Super Ampoules Treatment.” In addition, 3LAB is partnering with Barneys New York to send the top 50 Barneys customers one Super Ampoules treatment to try.
New strategy: “The launch coincides with Barneys Spring Bag Event, which gives the brand an opportunity to generate additional awareness about the launch,” she added. The brand will also utilize their own social media channels along with in-store promotions to help generate excitement and awareness for the launch.
Get it: #LAB’s Super Ampoules Brightening & Anti-Aging is sold at Barneys New York and www.3LAB.com. The product retaisl for $1,200.
Compressed Micro-Mist Hair Spray
Marketer in charge: Jenna Levin, Senior Brand Manager, TRESemmé
How it works: Tresemme is delivering on its leadership ranking in the styling category with a new Compressed Micro-Mist Hair Spray that aims to deliver a fine weightless mist with invisible lasting hold for hair that moves. The reinvented hair sprays contain 50% less gas than Tresemme’s traditional 11-oz cans, and uses an optimized blend of dual polymers, the substance that forms bonds between hair fibers keeping strands.The mists are available in four hold levels.
Waitlist worthy: “We know there is a stigma against hair spray…particularly millennials, so we spent the past three years developing this breakthrough formula that delivers style without stiffness, crunch or crisp,” Jenna said.
Marketing plan: Styling products and tools remain hot in hair care as DIY beauty continues its tear. Aside from DIY Beauty, inspiration is coming from today’s current culture of influencers and Instagram. “People are looking to recreate styles and are seeking products they need to achieve their desired look. There’s definitely a wave of creativity in terms of trying out different looks, and we see this a lot from hair to makeup. I think people are also recognizing that styled hair completes the overall look and can help them feel extra confident.” Digital and social plans include a combination of both paid and organic support, and will feature influencers sharing how they authentically use the products to get their individual looks.
New strategy: “Our new Compressed Micro-Mist Hair Spray is all about having the perfect mix of hold and movement, so we wanted to bring this idea of hair in motion to life in digital and on social,” said Jenna. “We chose to do this through videos and cinemagraphs with our influencers on our Instagram channel. This is the first time that we are really focused on this idea of capturing the motion and movement that goes with a hair style, so we are using tactics that bring that to life.”
Get it: Tresemmé Compressed Micro-Mist Hairspray is available at mass merchandisers. It sells for about $4.90.
No Worries Hydrating Face Moisturizer
Marketer in charge: Zoe Roebuck, Co-founder, Dr. Roebuck
How it works: Infused with vitamin E, rosehip oil, hyaluronic acid and macadamia oil, this lightweight, anti-aging moisturizer offers a hydrating formula that works 24/7 to improve cell regeneration, correct dark spots, block free radicals, soften the appearance of fine lines and rejuvenate skin.
Waitlist worthy: The multipurpose daily moisturizer repairs, softens and replenishes the skin, resulting in a healthy, radiant glow without fillers, chemicals, or fluff.
Marketing plan: The company’s global rebrand officially launches this month, so significant investments have been made across PR, social, digital and sampling to rebuild brand awareness through targeted education and international campaigns. “Launching in retailers across the world, we’ve built a global marketing plan that will be supported by PR teams in four major regions, UK, Canada, Australia and the US,” Zoe said. “These teams will lead editor events in NYC, LA, London and Toronto along with supporting influencer events centered around our #NoWorries campaign.”
New strategy: “Since we are re-launching globally, we have selected major and micro influencers in all four regions to support the launch through Self-Care City Guides, Takeovers and Interviews starting in Australia and moving our way out through the rest of the world,” said added. “Our target woman is active, fun-loving and full of life, so we are working with pro-surfers, yogis, dancers and world-wide travelers. We are also launching an aggressive geo-targeting campaign to saturate target markets at an accelerated rate compared to industry and national trends in an effort to drive initial and subsequent purchases.”
Get it:
Dr. Roebuck’s No Worries Hydrating Face Moisturizer Is available at Sephora stores in the U.S., and on sephora.com and drroebucks.com. It sells for $45.
4-in-1 Foundation Stick
Marketer in charge: Tisha Thompson, Vice President of Marketing & Innovation, PUR
How it works: This velvety matte 4-in-1 Foundation Stick, with buildable medium-to-full coverage offers 360-degree complexion perfection. The captivating, creamy formula is formulated with age-defying Ceretin Complex and skin-nourishing Energy Complex to conceal, contour and highlight. Waitlist worthy: The new 4-in-1 Stick Foundation is the first foundation stick in the brand’s family and first complexion product with 24-skin-perfecting shades.
Marketing plan: “We have a three-tiered approach,” said Tisha. “We had a prelaunch of the new 4-in-1 Stick Foundation on our influencer trip with partner BOXYCHARM in Punta Mita, Mexico, at the beginning of March.”
New Strategy: “Following the release, we will be facilitating a targeted social and PR mailing to top influencers, editors and brand enthusiasts,” she added. “We will conclude with a launch event in New York in April, inviting top media and influencers to get shade matched and learning our newest product.”
Get It: PUR’s 4-in-1 Foundation Stick is sold in Ulta Beauty and on Purcosmetics.com and Ulta.com. It sells for $34.
The Kicker Finishing Spray Wax
Marketer in charge: Julianne Dubois, Marketing Director, Drybar
How it works: This finishing spray wax helps achieve tousled beach waves with soft dimension, piecey texture and a satin finish.
Waitlist worthy: It contains honey extract and microcrystalline wax that provide light, re-workable texture as well as algae extract that keeps hair healthy and strong. It also has the Drybar blanc scent with notes of coconut, amber and vanilla.
Marketing plan: “We are focusing on an omni-channel approach incorporating in-store merchandising, in-store eventing, social, influencer and digital activations,” said Julianne.
New strategy: “This is an opportunity to focus on new and existing products by creating a whole “texture” story around this launch,” she said. “We will also partner with influencers tapping into different content formats creating excitement and buzz around this new launch and the beachy wave look.”
Get it:
The Kicker Finishing Spray Wax is sold at Drybar locations, Drybar.com, Sephora, Sephora.com, Ulta Beauty, Ulta.com, Nordstrom, Nordstrom.com, Bloomingdale’s and Bloomingdales.com. The item sells for $26.
Tuscany Tomato Vine & Wild Primrose candle
Marketer in charge: Patty Amarose, Vice President Marketing & Product Development, Tocca
How it works: This collection evokes timeless beauty with small-batch, hand poured candles; elegant diffusers and luxurious hand soaps and lotions.
Waitlist worthy: A focus on high quality fragrance ingredients are the star of this collection, inspired by the scents of the Tuscan countryside – tomato vine and wild flowers.
Marketing Plan: “After a successful launch of the first five scents exclusively at Bluemercury, we are following the same plan for Tuscany,” Patty said. “Targeted sampling programs for both high-value, existing customers and new consumer acquisition are planned, along with influencer seeding.”
New Strategy: “To continue driving growth in the home fragrance category, we are introducing diffusers to the entire collection simultaneously to the Tuscany scent,” she added.
Get It: Bluemercury, bluemercury.com. It will retail for $42.
