Independent Beauty Brands Embrace Buyable Live Streaming – Glossy

As direct shopping gains momentum in the United States, independent beauty brands DTC continue to embrace the sales model.

This week, live streaming platform Buy LIT direct expands its brand list to include skin care brands Covey and Joanna Vargas, who are both hosting their first purchasable livestreams this week. They are joining a number of digital-native American beauty brands and retailers experimenting with live shopping in hopes of seeing the format take off as it has in Asia.

“We want to be in the most innovative marketing channels,” said Nell Brown, Director of Growth at Covey. “Live overseas broadcasting is so lucrative and successful that I have no doubts about its potential in the United States. Our strategy will be to continuously test and iterate.

Beauty has been a category of choice for the booming live shopping market in the United States

“From the start, our platform focused on skin care and beauty,” said Toby Zhang, founder of Shop LIT Live. He noted that most beauty brands expressing interest in the app have “already had some sort of exposure. [to livestreaming] or are aware of what live shopping is, which makes the conversation quite fluid.

Covey hosted her first livestream shopping on July 20 with co-founder and model Emily DiDonato, who promoted the event online to her 2.2 million Instagram followers. While the brand had been active with traditional Instagram Lives, this was its first event with commercial ties. In the livestream, DiDonato featured a skin care routine demo, giving viewers a 20% discount. Her second livestream in August will feature brand co-founder Christina Garcia, a former Google executive, sharing the brand’s founding story.

Covey and Joanna Vargas join a list of 300 brand partners who have sold on the platform either through the brand’s live broadcasts or through the app’s 100+ influencers.

Founded by Zhang, one of TikTok’s early investors in 2017, Shop LIT Live received a $ 6 million funding round led by CRCM Ventures in April 2021. It currently has just under 100,000 monthly active users, over 10,000 weekly active users and “thousands” of daily active users. users, said Zhang. The number of monthly users is increasing by 40%, he said. The platform is currently 70% female, mostly from the Millennial and Gen Z demographics and described by Zhang as “mobile-friendly” customers.

Shop LIT’s successful live streaming formats include exclusive promotions, product launch announcements and seasonal sales, Zhang said. The platform is integrated with Shopify and can be accessed through the Shopify app store to list products. Each in-app purchase is made by the individual participating brand. While the app generates revenue through affiliate links promoted in live streams hosted by influencers, the “primary business model” is now focused on brand partners, Zhang said. The platform generates between 10 and 15% of the revenue for each item sold.

User growth is driven by social promotions on other platforms, and is especially useful when top public influencers promote their upcoming LIT Shop livestreams on their Instagram accounts, Zhang said. The app also has a special Reward Center that awards “coins” to users for inviting friends to join the app, write a review, or follow it on Instagram. The coins can then be used to make purchases.

A public founder with a large following is ready for the success of the live broadcast.

“It’s definitely one of our advantages that with Emily we have a model ready to shoot at all times,” Brown said.

Shop LIT has added more features over the past few months, including custom homepage views based on user interests, branded accounts, and its integration with Shopify. It also plans to roll out a desktop version in the coming weeks.

In-app payment is a particularly useful feature for Shop Lit at a time when everyone has little patience and high standards for payment, Brown said. She said that, compared to Instagram’s shopping features, Shop LIT allows the brand to reach a user base with “higher purchase intent.”

As live shopping took off during the pandemic, apps like Shop LIT are betting on its long-term potential. “If the pandemic ends tomorrow and everyone returns to normal, they become more and more comfortable with where things are at,” Zhang said.


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Hottest Beauty Trend Is All About The Customer

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Beauty has a new essential personalization tool: zero-party data.

Zero data refers to data collected on a consensual basis, unlike third-party or proprietary data, which is extracted and used to personalize products, services and experiences for the buyer. Brands are jumping on customers’ willingness to share their personal information for the right outcome, by creating quizzes, polls, and quizzes that create zero-party data profiles of their customers with their membership.

“Zero Party data is knowingly and intentionally shared with the brand with the understanding that the brand will use it to provide them with a more personalized experience,” says Wendell Lansford, co-founder of marketing technology company Wyng, who refers to these types. . of quizzes and surveys as “micro-experiments”. Wyng created one for L’Oreal La Roche Posay-owned skin care line called Routine Finder, which asks users five questions about their skin type and how many different products they’re happy to have. use. According to the company, the tool increased the average order value by 134%.

“There have been discussions about personalization in beauty for years, but the first steps were very generic,” says Winnie Awa, founder and CEO of Carra, a diagnostic platform that creates personalized routines for women. with textured hair. Early attempts to personalize beauty included sending marketing emails to a customer’s first name and monogramming the products, which Awa says didn’t do much to actually meet customer needs. . Those early forays were enough to fuel consumer demand for more personalization and personalization, however, according to Audrey Depraeter-Montacel, global head of beauty at Accenture. The standards are higher this time, which means more and better data is needed. While concerns about privacy and cybersecurity are always great, if consumers think they are making a legal deal and receiving something in return, they are generally happy to pass data on, says Lokesh Ohri, sales product manager. retail and consumer at Deloitte Digital.

Atolla offers a tailor-made skin care system with personalized products and virtual advice.

Courtesy of Atolla

Covey and Joanna Vargas Skin Care

NEW YORK, July 19, 2021 / PRNewswire / – Buy LIT direct, The shopping app powered by social media, today announced exciting new partnerships with skin care brands Covey and Joanna Vargas Skin Care. With the new partnerships, Shop LIT Live will offer consumers the opportunity to discover the products of the two brands and to interact directly with their founders.

Covey’s line of skin care products will launch on the platform on Tuesday July 20e with Joanna Vargas Skin Care following closely friday 23 julyrd. To kick off the partnerships, consumers will be invited to tune into interactive live broadcasts hosted by Emily DiDonato, model and co-founder of Covey, and Joanna Vargas, famous beautician and founder of Joanna Vargas. Each live broadcast will feature their innovative skin care regimes, beauty tips and easy-to-follow product demos, which can be purchased in real time on the Shop LIT Live app.

With its futuristic live shopping capabilities, Shop LIT Live aims to provide consumers with an unprecedented online shopping experience that showcases the modern way to discover and buy new products. Consumers can shop from the comfort and convenience of their home, while enjoying the social interactions and real-time Q&A of being in a store. All the benefits of in-person shopping without the hassle.

“We are delighted to have Covey and Joanna Vargas join Shop LIT Live and offer their products through our live shopping platform ”, states Toby Zhang, CEO of Shop LIT Live. “With beauty continually at the forefront of technology and innovation, we couldn’t ask for two best brands to continue our mission of enabling consumers to shop and discover new products seamlessly. “

With Shop LIT Live, Covey and Joanna Vargas share a passion for innovation and cultivate excellent customer experiences. These new partnerships will continue to expand Shop LIT Live’s reach in the beauty industry to further cement itself in the digital shopping space and influence the retail world. Additionally, it reflects the industry’s need for more immersive digital experiences to meet consumer demand for personalization and authenticity.

“As a model and content creator, I look forward to using this platform as another creative outlet to help develop Covey,” says Emily DiDonato, top model and cofounder of Covey. “We’re a community brand and designed Covey’s formulas based on what consumers were talking about and asking about on my platforms and through our product reviews. We’re excited to test live shopping as another way to engage with the Covey community. “

The platform partners with an organized group of creators who provide real product reviews, fun product demos, and expert tips and tricks. Because they can connect with audiences directly through the app, answer questions live, and address buyers’ concerns, these creators help consumers build trust in brands. Another way for brands to leverage the platform is to go live on their own and make that connection with the consumer even more direct and engaging – especially if the brand has a great founding history in the case of Covey and Joanna Vargas.

“I’m really excited to join the SLL platform because I like to connect directly with the consumer,” says Joanna Vargas – Facial celebrity, founder of Joanna Vargas Salons and Skin care and author of “Glow from within”. “My favorite thing about being an esthetician is being able to connect with my clients, discover their needs and wants, and organize a skin care routine for them. SLL facilitates a connection that you may not necessarily be able to. get via DM. ”

With a shared commitment to serving and celebrating their customers, companies look forward to building this new union for the long haul.

Buy the LIT Live livestream with Emily DiDonato de Covey will start on Tuesday July 20e at 7 p.m. ET. The platform livestream with Joanna Vargas will start on friday 23 julyrd at 2 p.m. ET.

To learn more about Shop LIT Live and download the app, visit App Store and follow @shoplitlive on Instagram, Facebook and Twitter. To learn more about Covey, visit coveyskin.com and follow @covey on Instagram, @coveyskincare on Twitter and @coveyskin on Facebook. To learn more about Joanna Vargas skin care, visit joannavargas.com and follow @joannavargas on Instagram and @joannavargasskin on Facebook.

ABOUT SHOP LIT LIVE:
Buy LIT direct is a social media-powered shopping app that enhances the digital shopping experience with innovative live streaming features. Launched by Toby Zhang In 2020, Shop LIT Live integrates live video content, real-time two-way communication and the ability for users to purchase products directly through its app. Each livestream is hosted by an organized group of designers and experts who provide authentic reviews of products from top brands emerging in the beauty, fashion and lifestyle spaces to provide consumers with a futuristic way to discover and experience. ‘buy.

ABOUT COVEY:
Covey breaks the skincare mess with her simple, universal routines. Founded by a model and content creator, Emily DiDonato and Googler, Christina uribeThe Covey routine is rooted in compatibility and consistency: each product is formulated to work together to support the inherent functions of the skin. Covey’s products include First of All Cleanser, Next Up Vitamin C Serum, and Last But Not Least Moisturizer. All of Covey’s formulas are cruelty-free, hypoallergenic, non-irritant, and dermatologist approved, and are free of fragrances, sulfates, synthetic dyes, silicones, gluten, essential oils, and phthalates.

ABOUT JOANNA VARGAS:
Joanna Vargas, a recognized skincare expert and founder of her eponymous skincare collection, focuses on one thing: beautiful skin. With decades spent working with renowned dermatologists, combined with the adoption of the latest technology in epigenetics, green chemistry, skin enhancement + hands-on experience on a diverse clientele, Joanna uses a multi-faceted approach. facets to create simple, all-natural and proven solutions to positively influence even the most complex skin problems. Combining her commitment to plant-based ingredients and her passion for science, Joanna’s approach to nature and technology has made her one of the most sought-after estheticians and experts in the beauty industry. beauty today. Joanna’s products reflect her unique combination of technique, technology and all-natural ingredients formulated to purify and beautify. From her ever popular sheet masks to her daily serum, she employs and combines naturally powerful ingredients like detoxifying chlorophyll and Galactaorabinan (GA) exfoliating enhancer that results in a visibly clearer, younger and more radiant complexion, even if you don’t. weren’t born with big skin.

SOURCE LIT Live Shop

Brands cut ties with Kris Wu over suspected predatory behavior – WWD

#METOO HAS IT ARRIVED IN CHINA? Several brands have severed ties with top Chinese-Canadian singer-actor Kris Wu as controversial claims about his personal life surfaced on Chinese social media over the weekend. A young woman who said she dated the pop star accused him of targeting young and sometimes underage women for sexual purposes, claims Wu denied.

Wu is one of the most valuable faces in China, serving as a face for Louis Vuitton, Bulgari, Porsche, Lancôme, L’Oréal, Kans as well as Master Kong Ice Tea, Tuborg Brewery, maker of household cleaning products Liby, maker of kitchen appliances Vatti, Tencent Video and Tencent’s popular King of Glory video game.

The Shanghai-based beauty brand Kans, owned by C-beauty giant Chicmax, was the first to respond and announced Sunday night that it had terminated Wu’s Weibo sponsorship deal. She was followed by Liby who cut ties with the celebrity Monday morning.

Porsche, Master Kong Ice Tea, Vatti and King of Glory have removed all Weibo messages mentioning Wu by Sunday. Louis Vuitton temporarily hid all of its posts on Weibo but made them public again shortly. His face is still visible on the Chinese social media accounts of Lancôme and Bulgari.

Kans announced that he ended Kris Wu’s sponsorship deal on Sunday night.
Weibo / Screenshot

Wu, a former member of South Korean group EXO, was first accused of infidelity and preying on underage girls on July 8 by 19-year-old student Du Meizhu.

She shared screenshots of alleged conversations between Wu and underage girls on Weibo and claimed she had mental health issues and even had suicidal thoughts due to her infidelity and cyberbullying from her fans. .

Du alleged that Wu kept a special WeChat account to contact underage girls under the guise of recruiting new artists or casting female roles for his music videos, ultimately luring the girls to play drinking games. Du said she was just one of his many conquests.

Wu and his team categorically denied the charges and announced that they had filed a libel suit against Du on the same day.

However, over the weekend, Du revealed that she had not received a court summons. Instead, she shared that Wu’s team contacted her and offered to settle the charges with money. She posted a discussion history of her negotiating the details of the settlement plan with Wu’s representative and a copy of the contract her team offered her to sign, which she claimed was a trap.

She then shared a video of herself receiving two bank transfers totaling 500,000 renminbi from Wu Stacy Yu and Wu Yi Fan, which appeared to be Kris Wu’s mother’s name and her name in Chinese pinyin.

In an interview with the local press released on Sunday, Du said she had returned Wu the silence money in installments and was prepared to face legal action. She also claimed that more than 30 women who shared similar experiences with Wu contacted her, including two minors.

Wu then took to Weibo to address the issue in more depth, saying:

“I did not respond sooner because I did not want to disrupt the legal process but I did not imagine that my silence would accelerate this rumor, I cannot take it any longer. I only met this woman once on December 5, 2020 when I was with a group of friends. I didn’t urge anyone to drink, didn’t take a phone number, and I didn’t do any of the details she described. On that day there were many people present who can be witnesses. I’m so sorry that this bothered everyone. I declare that I have never made a “selection of concubines”! No lure for sex! No date rape drugs! No minors! If there was this behavior, let everyone rest assured that I would go to jail of my own free will. I fully understand the legal weight of my comments above.

Related:

Prada Ends Tenure As Zheng Shuang Ambassador Over Alleged Childhood Conflict

Burberry celebrates Kris Wu collaboration in Beijing

Gigi Hadid and Kris Wu had a drink at the Louis Vuitton show

Women-Focused Brands Accept Crypto Payments That Drive Adoption

While Bitcoin (BTC) may be viewed as a store of value for many, some consumers around the world may think otherwise. Recent data have revealed that 46 million people in the United States plan to use cryptocurrency to pay for things like groceries or real estate. Payments giant Visa further revealed in July that its crypto cards processed more than $ 1 billion in total spending in the first half of this year.

As such, it should come as no surprise that big brands like Starbucks, Home Depot, and Target have started putting Bitcoin on their balance sheets. Yet, as crypto payments gain popularity and become easier to integrate, smaller brands, especially those aimed at women, are starting to accept crypto to drive adoption by women.

Beauty industry bets on Bitcoin

For example, the billion dollar beauty industry recently took an interest in Bitcoin. Ann McFerran, CEO and founder of Glamnetic – a cosmetic brand for magnetic eyelashes – told Cointelegraph that the company now accepts Bitcoin, Ethereum (ETH) and Dogecoin (DOGE) thanks to a recent partnership with payment provider Bitcoin BitPay. According to McFerran, Glamentic is one of the very first female-founded beauty brands to support crypto payments.

McFerran shared that she started investing in cryptocurrencies in 2017, but noticed that the space was heavily dominated by men. At McFerran’s point, the research firm BDC Consulting find that only 8% of all crypto users were female in 2019. After launching Glamentic in July 2019, McFerran was determined to incorporate crypto payments into the brand to encourage women to use cryptocurrency:

“The beauty industry is an industry where crypto payments are not widely accepted. I wanted Glamnetic to be one of the first brands to support crypto payments because I’m a big believer in cryptocurrency and because I want to bring more women into the space.

McFerran further mentioned that she believes there is still a lot of stigma associated with the way crypto is used today. “It was certainly not a secure payment method at the start,” she remarked. McFerran noted that events such as Silk Road and Mt. Gox have further resulted in women’s disinterest in crypto: “Even to this day, women are not fully educated in crypto. I want to educate others so they can understand the risks and what they might miss. “

While transactions with Bitcoin and other cryptocurrencies for cosmetics may encourage women to take an interest in cryptocurrency, this is only part of the equation. Sanja Kon, CEO of Utrust – a banking system for crypto payments – told Cointelegraph that educating women around crypto depends heavily on a brand’s ability to reach its consumer base with the right educational tools. :

“More beauty brands adopting cryptocurrency payments may increase awareness, but not necessarily use. Women should feel comfortable using cryptocurrency as a payment method. For this to happen, brands must provide support and educational content to promote adoption. “

According to Kon, Utrust is facilitating this move by investing resources in educational plans with the company’s traders. McFerran also noted that Glamnetic has started creating TikTok videos to educate consumers about cryptocurrency, which can have a big impact given the idea that younger consumers are more likely to own crypto. PYMNTS.com found that 27% of all millennials own or have owned some type of cryptocurrency.

McFerran added that Glamnetic will launch a Dogecoin-inspired magnetic eyelash collection to drive adoption: “I think people will be more open to the idea of ​​crypto if you turn this concept into a complete beauty product.”

While Glamnetic may be one of the first female-founded beauty companies to accept crypto payments, a handful of major cosmetic brands have also started incorporating crypto in other ways to boost female participation.

Related: What Can You Buy With Bitcoin: Places To Spend Your Crypto In 2021

Aubrey Strobel, communications manager at Lolli – an online Bitcoin rewards platform – told Cointelegraph that the company works with leading retailers including Sephora, Ulta, EM Cosmetics and Glossier. According to Strobel, women make up 30% of Lolli’s user base. “Historically, women have lagged behind men in space, but are the head of the vast majority of purchasing decisions for many households,” Strobel said.

Strobel explained that companies offering Bitcoin rewards to consumers are attractive to many shoppers, especially women who want to “stack sats” when shopping online.

This notion is highlighted in a recent report by The Defiant, titled “Global Report on Women, Cryptocurrency and Financial Independence”. In it, a woman named Christine noted that she occasionally learns how manage cryptocurrency by practicing with small transactions. She said she stacked sats to accumulate small amounts of Bitcoin over a long period of time. “When I travel, I like to buy coffee and other things with it,” Christine added.

Is Bitcoin Going To Impose In The Beauty Industry?

While it’s too early to say whether crypto payments for cosmetics will boost female participation in crypto, a small impact is already on display. McFerran said Glamnetic has already processed a handful of consumer crypto transactions. Yuvi Alpert, founder and CEO of Noémie – a jewelry company that has also recently integrated crypto payments – also told Cointelegraph that the brand has currently only seen crypto sales with its customers.

While this may be the case, the results show that the main commodities women are likely to spend cryptocurrency on are travel and entertainment, real estate, and furniture or appliances. Yet while crypto payments may be slow to catch on in the beauty industry, brands integrating cryptocurrency transactions are likely to gain a competitive advantage.

According to Kon, more and more brands, in general, are starting to understand the benefit of accepting cryptocurrencies as a method of payment:

“They will be able to significantly reduce their payment processing fees, because blockchain helps cut down on all traditional intermediaries, such as banks, payment processors, and credit card systems. In addition, these brands will be able to eliminate chargebacks and fraud, as well as increase their revenue by reaching out to new customers. “

Revolution Beauty: “Building a British brand of global beauty”

You might not have heard of Revolution Beauty yet, let alone its co-founder and creator Adam Minto. But, if he succeeds, that will soon change.

Tomorrow he is launching the business he launched eight years ago on the London Stock Exchange with an invoiced value of almost £ 500million. And that’s just the last step in his plan, he says.

“I honestly think we are doing something very different. I think we can build a global beauty business to challenge the big guys – businesses that have always been there and normally acquire businesses like us.

Versatile: Revolution’s Adam Minto is already selling in 100 countries

Already selling in more than 100 countries, Minto – who is also a managing director – says he has ignored approaches from L’Oréal, Revlon, Unilever and Coty in an effort to remain independent.

“Each brand ends up selling itself to these multinationals. What Revolution is trying to do for the consumer, for the business, for our team, is provide a positive outlook on the beauty industry and do what most businesses aren’t fortunate enough to do. make.

“I have manufactured, designed, developed products for major beauty brands all my life. But I felt that the industry had become elitist. It’s not meant to be controversial. But the industry had a bad image – only used models, even retouched beautiful people, and forced this version of beauty on the consumer.

“It was a question of perfection. I felt the industry was overwhelmed and needed to change. We use real people. We have been humane from the start when, incredibly, the industry was not. All of those things that are completely natural to us: body positivity and reality.

Minto, 51, started his first business in 1989 with his father Peter.

He was determined not to join his father’s business in the beauty packaging industry. So together they created a separate – “not very imaginative” company called Minto & Family, he says.

He soon found himself supplying products like Revlon and Rimmel as well as drugstore boots that brought high prices to the industry. “It just exploded – I was in the right place at the right time. In 1999, when we sold the company, I was making over 100 million lipsticks a year.

Several incarnations later and an earlier business that “just didn’t work out,” Minto met current business partner Tom Allsworth, now president, and started Revolution.

“I met someone who was really the best opposite to me with Tom. I come from a creative and branded environment and he from an operational environment. It’s the ant of my dec, as they say.

“I knew the industry inside out, I knew how to manufacture, how to expand production. I thought digital was going to be the future – which sounds crazy to say in hindsight because it’s very obvious now, especially after the pandemic.

“But it wasn’t easy at the time. Even now, over 90 percent of the mass [market] the beauty industry is still sold in stores, I don’t think it will be in seven years.

Not content with first developing the activity in the United Kingdom, the duo have already defined global ambitions. “I created a lot of brands for other companies and realized they had made mistakes, focusing on the UK and not going global until much later. Of course, at that point a competitor comes in or else the market moves when you are ready. It’s the same with American brands. There are very few global brands.

The couple have since assembled a team of industry veterans to help them grow and create a global infrastructure following financial support in 2017 from a beauty investment boutique, TSG Consumer. Revolution now sells in 45 countries in-store and via e-commerce in over 100 countries. The UK accounts for a third but America will be the biggest this year. Tomorrow, Allsworth and Minto will each sell £ 15.6million of shares and both retain a stake of £ 78million, or just over 30% of the company. Sales amounted to £ 157.6million in the 14 months to the end of February.

They have built warehouse and logistics “centers” in the UK, US and Australia and field teams to manage opportunities in a handful of specific countries.

“I wanted to create a digital first global brand. I guess we wanted to build a mini-L’Oreal or a mini-Estée Lauder. As part of our strategy, we have traveled around the world to very different places – Poland and the Czech Republic, for example. Totally different from Italy or Turkey.

“We did this primarily to build this global brand to make sure that the product offering was also suitable for different tastes, different skin tones and, in some places, prices, and to build an operational infrastructure. to support this growth. Choice for the consumer was the most difficult issue: the difficulty of getting a concealer and foundation that matched skin tone, the price and the disparity in quality – that you had to pay a higher price. high to obtain a product of incredible quality.

Minto says the company is now poised to become “one of the top 20 beauty companies in the world.”

All smiles: Adam Minto says the company is now capable of becoming

All smiles: Adam Minto says the company is now capable of becoming “one of the 20 best beauty companies in the world”

He says Revlon – which he already sells in individual retail stores – is the 20th largest beauty company with a turnover of $ 2.4 billion (£ 1.7 billion). But, despite the initial successes, he stresses that his exposure to these markets is still low. “Remember, we only have a narrow cast at the moment. Only one retailer in each country. But we believe we can develop a similar size business [to Revlon] over the next seven years. To annual sales of billions? – Yes, that’s what I think possible at the time.

He cites Asos and Boohoo as companies that have flown on the stock market, adding: “I think the beauty market is going to undergo the same kind of change as the fashion market – balanced between digital and bricks and mortar. “

On the eve of his debut on the stock market, he looks back on the journey he “started 32 years ago with my father”, who died 19 years ago almost to the day. “He would be very proud,” he said.

“People might think it’s an overnight success – eight years might not seem that long – but I’ve been in the industry for 32 years. So it’s been a long time to get here.

“I see the stock market as a form of independence. I’m definitely not criticizing anyone because they’re amazing people, but Jo Malone, Bobbi Brown, Mac Cosmetics, amazing brands, they had to sell.

“I have this privilege now. We owe it to the team and the industry not to sell. Not that they did anything wrong. But I think we can bring a different point of view by remaining independent.

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Kylie Cosmetics relaunches with purchasable livestream – Glossy

Kylie Jenner’s infamous lip kits are back on the market, as the star bets on live streaming as part of her Kylie Cosmetics relaunch.

After a brief pause after the mark wiped her Instagram and closed its site in May, Kylie Cosmetics relaunched this morning with a new site design and reformulated products with “clean” and “vegan” designations. Uploaded shortly after 9:00 am PST, the site “broke the Internet,” crashed for a few minutes as enthusiastic fans commented on Twitter about their attempts to log in and shop. To kickstart the relaunch, Jenner hosted a buyable livestream on the DTC site, showcasing its products as links to buy them appearing on the screen. Clicking on a product in the feed took users to a purchase page while the live feed continued. The newly revamped brand will launch at Ulta in August, Jenner said during the livestream, and will also be available in Nordstrom in the United States.

It was the first time the brand had used direct shopping, according to a spokesperson. Kylie Cosmetics is known to be one of the early adopters of new e-commerce models.

“Kylie was one of the first to take the flash inventory drop approach. [in 2015]said Jay Myers, co-founder of software development company Bold Commerce.[Since,] customers have become accustomed to shopping this way, especially with big brands backed by celebrities. Software and e-commerce platforms have even adapted to better support this model. FOMO is a huge factor in the growth of beauty product sales.

The new DTC site also includes a virtual shopping experience, where users can click in a virtual nightclub to see makeup looks on digital avatars, then click to access featured product listings.

Several items were sold out by 10:50 a.m. PST, including five matte lip kits and a lip gloss.

During the live broadcast, Jenner said the reason for her relaunch was, “It kind of was still in the plan. It’s just important to evolve in the clean, vegan world. Added, “There’s so much newness out there. Doing that overhaul and that kind of elevation was the best thing right now.”

The relaunch comes shortly after Jenner’s sister Kim Kardashian announced the rebranding of her own beauty line, KKW Beauty. There has been speculation online that the two raises may have something to do with the lawsuit by the maker of Kylie Cosmetics and KKW Beauty Seed Beauty against Coty, Inc. Andrew Stanleick, vice president for Americas of Coty Inc. and CEO of Kylie Cosmetics, recently declared that the lawsuit is “resolved” and has nothing to do with the raises.

Kylie Cosmetics ranked 8th in a June 2021 ranking of premium beauty brands by Launchmetrics, based on its ‘media impact value’ (MIV) metric, which tracks influencers, print media, celebrities, third party partners and brand media channels. According to Launchmetrics, much of the Kylie Cosmetics buzz comes, unsurprisingly, from Jenner’s own star power. The agency found that 20% of the brand’s MIV came from two Jenner Instagram posts in June. Additionally, he estimated that 65% of the brand’s total MIV came from Instagram posts.

When it comes to mentions by other Instagram influencers, Kylie Cosmetics’ hiatus brought her down in the beauty brand rankings by influencer marketing software company CreatorIQ. Based on mentions and engagement from posts on influencer posts mentioning the brand name, Kylie Cosmetics fell year over year to 68 in the second quarter of 2021. J mentions ‘likes on posts mentioning @kyliecosmetics fell 50% year over year, The agency said it was driven by fewer mega- and macro-influencers mentioning the brand in 2021.

To create some hype for the rebranding, Jenner posted a three-part YouTube series on Kylie Cosmetics featuring her mom Kris Jenner, brand manager Jen Cohan and sales manager Megan Mildrew. In the videos, she expressed interest in a Kylie Cosmetics collaboration with Travis Scott, the father of her daughter, Stormi. Scott entered the beauty world last year when he launched a very popular collaboration scent with Byredo. “We actually talked about it a lot,” she said of a possible collaboration with Scott during the livestream.

With the recent acquisition of Coty, Kylie Cosmetics also plans to expand its global expansion. According to data from Launchmetrics, the brand currently receives 70% of the MIV from the US market.

Jenner announced in her livestream that over the coming year, the revamped brand will be launching Take-Away Powders, an anniversary collection, and a second Halloween collection, which will be a collaboration. She also said she will be launching a new brand for her daughter Stormi. The new label is “Not Kylie Baby,” another baby brand that she recently announced on Instagram.

How BoxyCharm is betting on “the turn to glamor” – Glossy

Right before the pandemic hit in March 2020, BoxyCharm launched its very first full branded take-back box with Fenty Beauty. Fast forward to almost a year and a half later, and he kicked off his second with Anastasia Beverly Hills as he bets on returning to glam.

The online beauty box retailer this month kicked off its full Anastasia Beverly Hills Beauty Box buyout for its $ 35 premium box, offering the brand’s colorful Novina makeup palette, Moisturizing Oil, among other products. , liquid lipstick and eyebrow defining. The launch comes as brands see makeup rebounding with the lifting of mask mandates and the return to in-person events. BoxyCharm’s # 1 business category in Q1 2021 was skin care, but this shifted to makeup in Q2.

“I really see people who want to have a whole new routine for the summer,” said Claudia Soare, CEO of Anastasia Beverly Hills. Previously, “people didn’t buy a lot of lips – that kind of category died as a category during the pandemic,” she said. “Even the foundation was a little harder because it fades and smears on your mask.”

Kristy Westrup, Vice President of Merchandising and Consumer Information at BoxyCharm, said: “We clearly see in our consumer information a shift towards glamor. During Covid-19, we certainly saw a slight drop in makeup overall – mostly lips for some obvious reason and a slight increase in skin care. But we always stayed pretty consistent with eye shadows, eyebrows, foundation products, ”she said. The e-merchant has increased its skin care and wellness offerings during the pandemic. But in the past 2-3 months, BoxyCharm has seen a return in demand for lip products, as well as an increase in other makeup categories such as eyebrows. The company declined to share specific sales figures.

“We really focus on strong colors: strong eyelashes, strong lips,” Westrup said. “The eyebrows have also been extremely hot for us, and they continue to be one of the top sellers.”

This is the first time the company has added Anastasia Beverly Hills to its boxes. During the pandemic, more and more beauty brands became interested in brand discovery opportunities for subscription box partnerships.

“It’s a great way for us to reach new customers,” Soare said. “There are a lot of customers who might say, ‘Oh, I dunno, I’ve never tried their brand before,’ but subscription boxes encourage people to ‘take a chance’ on new brands.

Before the pandemic, some brands of beauty subscription boxes were experiencing a decline. Birchbox laid off 25% of its staff in February 2020. But subscription boxes saw a slight increase in interest of consumers and brands due to the e-commerce boom of the pandemic.

“There has been a shift to our business model because we have given brands the opportunity to put their products in the hands of millions of people to test and try them out. [Otherwise,] they couldn’t do that. They couldn’t fit into a Sephora, ”Westrup said.

The pandemic has also helped position the company as a “marketing powerhouse” for brands during the pandemic, she said. This marketing opportunity means exposure to BoxyCharm’s strong network of influencers who promote the boxes, which has included Kylie Jenner for almost two years now. For the Anastasia Beverly Hills box, he added Kim Kardashian to promote BoxyCharm on Instagram for the first time.

BoxyCharm also tapped into viral trends from TikTok and Gen Z influencers. This month’s box was featured in videos by TikTok makeup star Abby Roberts, who made a short video for TikTok and Reels. showing the “smoky lip»Trend, and influencer« GlamwithSuzan », who made the multicolored eyeshadow hack.

In addition to celebrity promotions, BoxyCharm also bets on user-generated social content. “The way that Boxy Charm sets itself apart from everyone else is that our ‘charmers’ are almost micro-influencers,” Westrup said, referring to the company’s followers. “They see themselves as influencers and they are extremely active socially. “

Ipsy is also known for its connection with Kardashian, which acquired BoxyCharm in October 2020. The companies remain “competitors,” operating separately under parent company BFA Industries, and operations are “business as usual,” Westrup said. “We strive to ensure that Ipsy retains its basic DNA and that Boxy retains its basic DNA. While Ipsy stays at a lower price point and tends to offer luxury samples, BoxyCharm is known for its oversized products for just over double the price of Ipsy.

BoxyCharm’s second brand buyout will not be the last. “It’s a very successful business model for us,” Westrup said. “You will see more rework boxes in the future of Boxy.”

DTC Beauty Brands Replace Chat Groups with Private Online Clubs – Glossy

Part focus group, part influencer campaign planner, and part social club, online private label groups are gaining popularity among DTC startups.

Organized on a variety of social platforms, such as Instagram, Facebook and Geneva, these B2B mini-communities are often made up of influencers, friends of founders and, sometimes, loyal customers. For smaller brands that don’t have the massive market research budgets of big beauty conglomerates, groups help founders get honest feedback in real time.

When the founder of the hair care brand Ceremonia, Babba Rivera, was preparing to launch her brand before the pandemic, she organized an “insider community” of influencers. who would meet for lunch to provide product feedback and ideas. When the pandemic hit, the search for an effective way for the group to go virtual was underway.

“It started on WhatsApp and then we quickly realized that there were a lot of limitations with WhatsApp,” especially when it comes to group size, Rivera said. Eventually, she stumbled across the Slack-style messaging startup in Geneva, where she interacts with a group of 150 members every week. Before its official launch in May 2021, Geneva in beta version was used by the wellness brand Golde and the e-merchant Geenie.

Members of the Ceremonia Insider Group “are all part of our product development, ”Rivera said. “We ask them what they think about it. They can test our first samples in the lab, and they can provide feedback on it, iterate on that formula, and be part of it from ideation to sampling to launch.

Golde, meanwhile, has been using Geneva for his #ClubGolde ambassador program for over six months.

“I was looking for a place for them to connect with each other beyond commenting on others’ photos on Instagram or [using] messaging channels, ”said Maitreya Brooks, Head of Partnerships and Community at Golde. She said if Geneva didn’t exist, Slack would be the next choice, but Geneva offers additional features, including group videos and an event calendar. “Slack, to me, just feels more work-oriented to me, and Geneva feels like it’s fostering more of a community,” said Brooks. “Community is Golde’s backbone. This is definitely our top priority whenever we think about anything like new products or what is the most important aspect of the brand.

In the group, Golde shares campaign instructions, while influencers share their content ideas and posts with each other for inspiration. Beyond the business side, it has also morphed into a social club, with conversations on lifestyle topics including wellness, recipes and home decor, as well as recommendations from restaurants and natural wines. Members also use it to schedule social gatherings in real life.

“It feels more supportive and community-based than Instagram because you don’t just DM individual people,” Brooks said.

Members of these groups often blur the line between enthusiastic customers and influencers, and groups create branded evangelists from those who join them. Ceremonia, for example, includes not only influencers, but also microinfluencers and clients of its Geneva group. Instagram followers can send a DM to the brand and fill out a form to be added.

Another way to organize these groups is private Instagram accounts. Newly launched Gen-Z wig Waeve boot uses Instagram to organize his private group of 300 members which he calls his “Waeve Baes”. The brand looks to the group for influencer marketing and product development.

“Basically we ask them about everything, like ‘What do you want to see in the package?’ “What styles do you like? “‘What’s important to you, when it comes to the tutorial videos you want?'” Said Mary Imevbore, co-founder and CEO of Waeve. “Everything we do, we share with them first. “

“They’re part of our team, basically,” she said. “Yes, there are three founders, but there are so many more people in our community who are helping us create this thing and take it forward. I want people to care. ”

These groups are decidedly more business-oriented than the private consumer groups organized by brands. The latter is a marketing strategy that beauty labels in particular More shiny, Versed, Glow Recipe, and Curology are now using or have used in the past. Glow Recipe, for example, now has over 20,000 members on his private Instagram account @realglowgang, which he uses for sampling and product reviews.

But brands are thinking about alternative options, in order to open their micro-communities to a larger group of customers. “We’re planning to open, but for now it’s a closed group,” Rivera said.

Makeup legend Bobbi Brown stages her own beauty evolution

In 2007, Bobbi Brown, the makeup mogul, was my first interview as I was starting out in journalism. She told me about the wisdom of her mother who helped her prepare for her career path, she has always touched me ever since. It’s the same career advice that seems to have guided Brown’s continued reinvention, his latest endeavors include his return to beauty with his new makeup line. jones road beauty and enter the wellness area with its range of supplements that promote health from the inside out, Evolution_18.

“My mom asked me if I could do anything in the world that I wanted for my birthday, what would it be? I said I wanted to play with makeup. She said go to school for that and take it to the next level, ”and that’s exactly what Bobbi Brown did.

Back when she went to college there was no makeup or entrepreneurship degree, but she built her own unconventional major at Emerson College, deciding which theatrical makeup was the start of her incredible career which was (and continues to be) driven solely by her passion for makeup, which makes people feel confident and Brown’s innate entrepreneurial spirit.

For anyone who knows the history of beauty, you know the making of the legend: in the 1980s Bobbi Brown entered the beauty scene as a freelance makeup artist in the landscape of shiny neon lipsticks and faces. strongly profiled. She couldn’t find lipsticks to match the color of the lips and, out of necessity, constantly mixed her own colors to match the model’s faces, making them look healthier and more natural, a novelty for the time. From this major gap in the market, she launched her eponymous company, Bobbi Brown, initially with a line of 10 essential lipsticks in lip color. Originally, the company was an independent brand run from her home in Montclair, New Jersey, where she packed lipstick orders from her kitchen, her first baby boy sitting in her high chair, her husband sending out lipstick orders. lipstick orders at the local post office. Office.

Just 4 years after its initial launch, the line has grown to include more products and has become the number one makeup brand at Bergdorf and Neiman Marcus. Then Leonard Lauder of Estée Lauder called to make an offer. “You beat us in every store,” he said at dinner with Brown and her husband Steven Plofker. Lauder made an offer Brown couldn’t refuse that would allow him to maintain creative control as Creative Director, The Trap – a 25-year long non-compete that would end in October 2020. At the time of this deal , 38 – 63 year old Bobbi Brown didn’t think 63 year old Bobbi Brown would like to work in her 60s… she didn’t know much!

When Brown left her eponymous brand at the end of 2016, she wasn’t thinking of creating another line of cosmetics, “it was the first time in years that I had a clean slate and was promoting my ninth book. , Beauty from within, which was 80% diet and 20% makeup and you can see that even in this book the makeup was starting to change, it was getting less and less important, ”says Brown.

She decided to go back to school by obtaining her diploma as a health coach from the Institute of Integrative Nutrition. A decision that she made because she finally had the time to do it, but also because she described herself as “crazy about health and greedy for life”. Now she was blessed with so much knowledge about the quality of products and their impact on health. At the same time, she was invited to do a Masterclass and went to India to teach at the very first makeup festival.

The timing of starting a new business was the result of the combination of this newly acquired knowledge and the revolutionary way in which brands could speak directly to their consumers: “I was so interested in the new ways the world went DTC and social. . Being a makeup artist and loving makeup so much, I thought I could do something – I don’t mean better – but something different, ”Brown said.

Brown is showing women around the world that if they believe in something at any stage of life, no matter how old they are, there is no better time than the present to move on and be there. arrive.

Jones Road Beauty launched in October, during the pandemic, just a week before the US presidential election, “and if you ask me why the date – that was when my non-competition was over,” Brown shared. “But also what was I going to wait for?” There was so much going on in the world – was I going to wait for the next quiet moment? I didn’t think there would be one and really, there wasn’t, ”says Brown.

Jones Road Beauty bridges the gap between clean, skin-friendly makeup and high performance. The new line of beauty products is a literal product of Bobbi Brown’s 30 years of experience distilled into a line of easy, cool and versatile products that are easy to use and for all ages, skin types and looks from minimal to dramatic.

Brown’s initial idea for his brand over 25 years ago and his new brands today have always had the same philosophy: “My mission has always been the same – what I tell people is different and modern, but my mission since I started has always been to teach people that if you wear makeup that makes you look like yourself, you’re going to feel confident and look better. Jones Road is still rooted in this idea of ​​self-uplifting – with Evolution_18 it also offers a range of products to promote beauty and well-being from within. The idea being that when you feel healthier, it shows through your skin, hair, and nails.

Evolution_18 is the first and only brand to offer easy-to-mix powdered supplements containing both collagen and magnesium, which when combined provide a powerful combo to nourish muscles, boost elasticity in the body. skin and promote general well-being and calm for the mind and body. .

“As a makeup artist for so many years, I’ve worked with women’s skin and learned early on that if you take care of yourself from the inside out, your skin looks a lot better. As a makeup artist, it was really interesting for me to understand what makes a person healthy and what makes their skin beautiful. So these products were really based on my love for health on the inside, beauty on the outside.

His new brands are representative of a conglomerate of everything Brown wanted to teach and manufacture, “and honestly, I haven’t had that much fun in my entire life. All this freedom is also because, with 30 years of experience, I know what to do but also what not to do.