Available through December, the $20 Miss Fabulous palette, which marks Ulta Beauty Collection’s first partnership with a social-media influencer, contains 12 eye shadow shades in matte, shimmer and glitter textures. The names of the shades, including Frankie for her boyfriend and Virgo for her zodiac sign, are nods to Fox.
“We wanted to collaborate with a well-known vlogger and felt YouTube sensation Jenny Claire Fox would be a great fit with Ulta Beauty’s fresh, fun and real persona,” said Julie Tomasi, senior vice president of merchandising at Ulta Beauty. “Jenny has a great sense of color and trends, and has a huge following based on her coverage of nail, skin, hair and makeup. Her dedicated followers love her fun, vibrant tutorials, blogs and editorials.”
Fox, who has 170,000 followers on Instagram and nearly 950,000 subscribers on YouTube, cultivates chit-chatty, approachable expertise to help viewers, especially makeup beginners, gradually expand, not obliterate, the boundaries of their beauty routine. She often highlights products that aren’t overly complicated and spotlights merchandise that doesn’t deliver on its promises.
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“I have shopped at Ulta Beauty for as long as I can remember, so when the opportunity came up to collaborate, I had to take it. It’s a company I believe in and trust in,” Fox said. “Ulta Beauty is hands down the best resource for anything beauty related. I know when I go to their store or on their web site I can find anything I need. Makeup, skin care, hair tools, nail polish…from high-end to drugstore brands, I love that they carry it all. Knowing that I will have my own product among all of the other amazing brands they carry is so exciting.”
Ulta Beauty decided to dive into the social media talent pool because it’s noticed social media playing a strong role in shaping shopping behavior. “We have seen success with influencer and brand partnerships such as Vegas Nay with Too Faced and Eylure Lashes,” Tomasi said. “User-generated content and reviews still heavily influence purchasing decisions as long as they are seen as genuine and trustworthy. Our guests take inspiration from influencers, but will also adapt their ideas to make them their own.”
Fox worked with Ulta Beauty to produce a palette that customers can regularly rely on. “I wanted it to be affordable, but not lack in quality. I created classic colors that can be used day and night, for simple daytime looks, to more smoky night-out looks,” she said. “I really just wanted it to be a palette for the everyday girl. You can pick it up and know you don’t need any other shades to complete your overall look.”
Specifically, Fox pointed to the terracotta shades Guru and Arizona as her favorites. She described them as “complementary to all skin tones” and “perfect year-round.” She said, “I like to wear them as my transition shades, and I love that I can pair them with any of the colors in the palette. They bring so much warmth to your overall look.”
Ulta Beauty is supporting the palette’s launch with social media content, in-store graphics, and print and digital marketing features. Fox will be posting about the product on Facebook, Instagram, Twitter and YouTube. Prior to the launch, she’s sending samples of the palette to her YouTube video blogger contacts to spread the news.
The Miss Fabulous palette is the latest in a wave of beauty products retailers and brands have developed with social media personalities to leverage the audiences those personalities have amassed to build buzz and sales. Last year, Sephora introduced its so-called #ColorCurator program affiliating with influencers such as Aimee Song, Cupcakes and Cashmere’s Emily Schuman and Patrick Simondac, better known as Patrick Starrr, on short-lived shades of Formula X nail polishes.
Despite crowding in the field of collaborations, Tomasi doesn’t think the power of social-media influencers is waning any time soon. “There is such a sense of immediacy with digital influencers. They can quickly share their thoughts on runway trends and translate these looks with their own unique twists while sharing tips that make them accessible to their fans. Aspirational becomes attainable through these visual platforms. Products are demystified and benefits are showcased,” she said. “We continue to see a rise in the popularity of beauty influencers and believe they help drive sales.”