Pixi Beauty hit the jackpot with a quartet of influencers last year. Leveraging that success, the beauty brand handpicked three content providers to create Pixi Pretties collections rolling out this week at Pixi Boutiques, Target and pixibeauty.com.
The launch is one of several from beauty brands finding that multiple voices are even stronger than one. CoverGirl, Revlon, Deck of Scarlet and Sally Beauty’s Collab are among the brands using a cadre of social stars to help devise collections.
The trio stays true to Pixi’s founding philosophy to make women’s daily beauty routine effortless and natural with flaw-fixing solutions. The influencers each address Pixi’s mission from a different perspective. “Last year we saw an unprecedented response to our Pixi Pretties collaborations. Consumers were excited to purchase the products and the engagement we witnessed across our social platforms was extraordinary,” said Felix Strand, Pixi’s president. “It was this incredible response from our loyal Pixi enthusiasts that confirmed to us that the collaboration collections should continue and evolve for the Spring 2018 season.” Felix added the influencers picked have been dedicated fans of the brand.
This year’s lineup includes Dulce Candy, an author known for her Café con Dulce lifestyle series. Her multi-use palette and lip palette each retail for $24 with high color payoff. Candy has 1.1 million followers on Instagram and 2.2 million subscribers to her YouTube channel. Recently wed Chloe Morello used inspiration from her wedding look for her blush and eye collection retailing for $24 and her lip product called Lip Icing priced at $14. Morello has 1 million Instagram followers. Rounding out the trio is Weylie Hoang, a go-to source for tips and tricks on creating dimensional eyes. She’s launching an eye palette teamed up with an eyeliner duo priced at $20. Her Instagram sports 446,000 followers and her YouTube channel has 1.6 million subscribers. So-called micro-influencers are growing in use by many, especially smaller, beauty companies because they have been found to ignite greater engagement and often higher trust than the mega-content providers.
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“All of these products will speak to the Pixi consumer, who has come to expect effective, multi-tasking formulas infused with beneficial ingredients that enhance one’s natural glow,” Strand added. “Dulce, Chloe and Weylie’s products do just that; they were created with both the influencers and Petra [Pixi founder Petra Strand] working closely together, staying true to the Pixi brand as well as the personal style and aesthetics of our Pixi.”
The company also has a pipeline of new items bowing this year including a Rose Cream Cleanser, a TZone Peel Off Mask and Liquid Fairy Lights. Industry sources expect the new additions will deliver double-digit sales gains.
Pixi debuted in London 19 years ago and became one of the original indie brands. The line caught the attention of Target where it remains a staple in the beauty lineup. Last year Pixi opened its first store in the U.S. on Abbott Kinney Boulevard in Venice, Calif., a bustling market especially for retailers with Hourglass, Aesop, Le Labo, Caudalie and Strange Invisible Perfumes all located nearby.