Beauty brand launch campaigns have done it all: inspired, they’ve provoked, even demeaned and put Giselle Bündchen on a surfboard.
In this era of rampant retail disintermediation and DTC, the beauty brand launch environment has never been more saturated.
In the past 5 years, the number of beauty brand launches has skyrocketed. So, too, have budgets for launch, thanks to a burst of beauty-focused private equity and venture capital funding. And then there are the celebrities. As Allure Magazine put it in 2021: “If it’s a day of the week ending in Y, a celebrity is probably launching a skin-care or makeup line.”
This page analyses our strategy for the game-changing global fragrance launch for Guerlain’s Le Petite Robe Noir. This case study is put in context of both standard beauty brand launch convention/formula, as well as the changes happening in the beauty market as we look to 2023. This page gives key insights for anyone planning beauty brand marketing at a time when brands can no longer afford to follow formula.
So what, exactly, is the beauty brand launch campaign formula?