For Philosophy, the phrase “take a deep breath” is about to take on a whole new meaning.
The Coty-owned beauty brand is rolling out Take A Deep Breath Oil-Free Oxygenating Gel Cream and Take A Deep Breath Oxygenating Eye Gel Cream this month.
“We are a multigenerational brand and a multicategory brand,” said Jill Scalamandre, chief marketing officer of skin care for Coty and senior vice president of Philosophy. “It has a connection with women that is strong and solid. She shops multiple categories with us. And it’s very misleading to say that our average consumer is 44 years old because a third of our consumer base is made up of Millennials, a third is 35 to 49 years old and a third is in 50-plus. It’s what she’s shopping for that could vary. The Millennials today are shopping bath, body and fragrance, then skin care, where we penetrate more in skin care with the other two age groups. We want more of the Millennial business weighted in skin care — which led to the development of these products.”
Scalamandre said that the company took the existing Take A Deep Breath franchise and reinvented it with a holistic approach. Scalamandre said that with the launch, the brand now strongly addresses all three of its age groups with skin care targeted particularly for each group.
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The Take A Deep Breath gel cream, powered by barley grass extract, is intended to help skin “breathe” freely by creating an on-demand reservoir of oxygen that fuels skin, said Rachel Shelowitz, vice president of global marketing for Philosophy. The product also includes an antipollution element formulated with the brand’s proprietary clear-air technology — photosynthesized barley leaf extract paired with a mix of angelica, green coffee, bitter orange peel and pongamia, as well as ectoin, an amino acid derivative said to protect skin against harmful effects of pollution and promote even skin tone. The formula is rounded out with glycerin for its hydrating effects and bisabolol to calm irritations. It will sell for $40 for 2 oz. and $14 for 0.5 oz.
The lightweight, cooling eye cream, $42 for 0.5 oz., also depends on the barley grass extract to create an on-demand reservoir of oxygen, designed to help the eye area appear fresh, healthy and young-looking. Caffeine and a blend of peptides are included to reduce puffiness and dark circles, while glycerin adds to hydration levels.
“We have a truly 360-degree activation to reach [the consumer],” said Scalamandre.
The brand is also creating makeup/skin-care hybrid products under the Take A Deep Breath franchise, said Shelowitz. “They give you an immediate color effect while also having skin care benefits.” The skin-color collection will include a mesh-cushion foundation formula with an antibacterial sponge, as well as four shades of Cushion Color for Cheek, packaged similarly to the foundation. All have a weightless feel. The color stockkeeping units will, at launch, be exclusive to Ulta and philosophy.com. The core skin-care items will be sold at Sephora, Ulta, and Macy’s, in addition to others.
Oskar Chabrowski,, senior director of U.S. marketing for Philosophy, noted that the company is building its communication plan on several tenets most important to Millennials. “[Millennials are] very experiential; they love life experiences and healthy travel, and that’s more important to them than just product messaging. They want authenticity. They’re tribal creatures — they’re on social media and are reliant on product reviews. They listen to beauty bloggers. Also, we have to personalize the experience for them.”
These were the foundation for the campaign, he said, and because Millennials consume a great deal of their social media on their mobile phones, the campaign was tailored to accommodate that finding. The foundation of the campaign is a co-created video Philosophy is doing with Under Armour. (The deal will also include a breathable bra by Under Armour. “[Under Armour has] a very wide reach among the Millennials,” said Chabrowski. “We’re using prominent social media influencers to help amplify the message in a lifestyle integration.” Those influencers — who include soccer star and Olympic gold medalist Kelley O’Hara, and YouTube vlogger Nikki Phillippi — will lead followers to a microsite where Millennials will be able to upload their own pictures and share their moments, he said. For every uploaded picture, Philosophy will make a donation to its Hope and Grace initiative.