Beauty Inc. celebrates the year’s hottest innovations and most directional marketers. See the winners here.
Launch of the Year
Mass: Neutrogena Light Therapy Acne Mask
Mass-market retailers who thought pricy light therapy was out of their reach welcomed this year’s launch of Neutrogena Light Therapy Acne Mask. Priced at $39.99 for the mask and 30-session activator, merchants found a receptive audience on the hunt for a new way to treat acne. Said to be the only LED device that simultaneously treats the face with blue and red visible light in just one step, Neutrogena’s entry was supported with social media, including a demonstration by singer/actress Olivia Holt. The mask was a big hit on Instagram, which helped build awareness and product trial. Results didn’t hurt either. Nearly 80 percent of subjects in trials showed fewer breakouts in just one week, according to the brand; after 12 weeks, 98 percent had fewer breakouts and 94 percent had smoother skin. Retail results were equally as positive: The item solidified Neutrogena’s position as the leader in acne remedies, according to IRI data for the first half of 2016. And one major discount retailer said Neutrogena had surpassed Olay as the number-one brand in its face care business. Clear skies, indeed.
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Prestige: Pat McGrath Labs
MESMERIZED. DIVINE. FLOORED BY THE FABULOSITY. POSITIVELY POSSESSED. And, of course, OBSESSED. No one works a superlative on Instagram more effectively than superstar makeup artist Pat McGrath, whose much-awaited brand that launched this year was characteristically #MAJOR. She proved to be as brilliant a marketer as she is a makeup artist, using the power of social media to build—and sell out—the five beauty products she has launched in the past year under her Pat McGrath Labs brand. (When her Skin Fetish highlighter kits hit patmcgrath.com on April 26, both shades sold out in a reported 90 minutes.) Carefully building a business predicated on a new “cult beauty product model” that is fueled by social media and a fan base cultivated by her years as fashion’s go-to artist, McGrath’s range was the most watched launch by industry insiders and consumers alike.