Beauty brand launch campaigns tend to follow a 3-part formula:
Beauty and fragrance consumer marketing campaigns overwhelmingly have a “face” – a celebrity or model demonstrating the product’s promised outcome, and semiotically, the product’s intended audience. The inherent challenge is that, like beauty or fame itself, brand equity can fade when it’s tied to celebrity endorsement deals that can, over time, run their course.
Factice refers to the giant bottles of perfume seen at department and duty free stores. Historically, the classic beauty brand launch begins with shelf space at standard-bearer retailers or “beauty counters.” If a beauty brand is new, the illusion of “exclusive” distribution at a single retailer can suffice until the brand is proven, or to maintain exclusivity.
In a new era of beauty brand launch campaign strategy, the concept of “factice” might be swapped – to maintain alliteration – with the customer “Funnel”. Essentially: how will the brand connect with customers to drive sales? Even in the early-DTC era of Cher and Christy Brinkley selling beauty products on Home Shopping Network and QVC, “Funnel” involved the viewing audience and those station’s backend capabilities for distribution and fulfilling sales. This is a piece of beauty launch that is changing rapidly in light of advancements of performance media making retailers an additive – but no longer essential – part of the beauty space.
Finally, frequency is the final and arguably most important step. Frequency generally refers to the number of times an individual sees an ad. For beauty, frequency is everything. It takes repetition to make the point that a product is a necessity. Worth the investment. The epitome of cool. A brand that “gets you.” And that a specific brand’s product can make you as desirable as the Face it’s associated with. In sum: Frequency is the pivotal part of the beauty brand launch campaign that establishes the brand as desirable and drives urgency to purchase.