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How a Newcomer to the U.S. Built a Wait-List for Its New Serum

There is a lot of noise in the skin-care market. With sales booming — NPD Group reported third quarter category sales soared 15 percent — there are a slew of launches.
In that crowded market, Starskin’s launch of its Orglamic Pink Cactus Collection’s Serum Mist and Glass Face Mask sold out in its pre-sale last month. Demand was generated in a category — serums — that was outside of Starskin’s heritage in sheet masks. The line is racking up similar success stories now that Orglamic Pink Cactus is available at Nordstrom, Bandier and Bloomingdale’s.
Here, Starskin cofounder Nicole Arnoldussen discusses how, without the benefits of mammoth marketing dollars, her company built demand behind the launch. A big part of the push was filling a gap she said existed in the premium segment.
WWD: What was the strategy used behind launching Orglamic Pink Cactus?
Nicole Arnoldussen: With the huge focus on health-conscious living, consumers’ demand for clean and natural beauty continues to rise. But, traditional natural skin-care products often lack the glamour and high-performance innovation of prestigious beauty brands. And so, in our passion to be at the forefront of beauty trends and consumer needs, we positioned Orglamic Natural as skin care with luxurious sensorial textures meets glamorous aesthetics

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Via:: https://wwd.com/beauty-industry-news/skin-care/newcomer-to-the-u-s-built-a-wait-list-for-its-new-serum-1202898016/