Philosophy’s Miracle Worker franchise is about to get cooler.
To be clear, this means temperature-wise — and not via appealing to Millennials — through a new collection inspired by cryotherapy treatments. The Coty-owned brand just introduced its Uplifting Miracle Worker range, which contains products infused with a proprietary Cool-lift technology, and a new face of the line: Ellen Pompeo.
The products — Uplifting Miracle Worker Instant-effect Cool-lift Tightening Moisturizer Booster, $55; Uplifting Miracle Worker Eye Cool-lift & Firm Eye Cream, $69; Uplifting Miracle Worker Cool-lift & Firm Moisturizer for Face & Neck, $65, and Instant Miracle Worker Touch-up Stick, $30 — quietly hit philosophy.com last week and are rolling out to about 2,300 doors across the country at retailers such as Ulta, Sephora, Macy’s, Nordstrom and QVC. An editorial content site at Coolager.com goes live today that supports a new mission: the middle part of life can be the coolest of all time.
The brand wants to invite consumers to “replace the ‘anti’ in antiaging with cool,” and has tapped 46-year-old Pompeo to feature in a video campaign that will go live Aug. 1.
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The brand may have turned a focus to Millennials this spring when it introduced two products to its Take a Deep Breath range — Take A Deep Breath Oil-Free Oxygenating Gel Cream and Take A Deep Breath Oxygenating Eye Gel Cream — but it’s clear that Philosophy is putting its focus and dollars behind product designed with antiaging benefits.
“When you look at the antiaging [category], lifting and firming is largest segment, and that is what this launch is,” said Rachel Shelowitz, vice president of global marketing for Philosophy. The moisturizer, for instance, contains a microcirculation complex that aids in rebuilding collagen and elastin and the eye cream is designed to make the area look more firm, lifted and tighter. The booster has botanical tensing ingredients that lead to an instant tightening effect within moments of application.
“Finding someone in an age bracket with the reach that Ellen has, but also with a value system that is so closely aligned with Philosophy, was not an easy search. Outside of Oprah, it’s not that easy to find,” Shelowitz said.
She said debunking cultural stereotypes of middle age — albeit in a humorous way — was central to this campaign.
Among the stereotypes that Pompeo pokes fun at in the video are: women over 40 should wind down their careers, dress more conservatively, should be more careful about the about the type of physical exercise they undertake and “looks really start to go downhill [after 40], and outside of plastic surgery there’s nothing you can do about it so you should let yourself go.”
Shelowitz called this the brand’s most aggressive launch to date in terms of marketing spend. For instance, Philosophy is spending about 20 percent more on marketing for this launch than it did last year when it introduced the Ultimate Miracle Worker collection. Also, because of programmatic ad buys, the content is expected to garner 50 percent more impressions than the campaign for Ultimate Miracle Worker did.
The video featuring Pompeo will live in 15-, 30- and 60-second versions across digital media spanning YouTube, Facebook, Instagram, media outlets and programmatic ad buys. Marketing spend for the launch is largely driven by online — two thirds of the budget swings towards digital — with the remaining third dedicated to traditional print advertising with samples in September and October books. The company declined to give sales figures or projections for the Miracle Worker franchise.