Panelists Anncy Rowe, Global CMO, StriVectin, Lauren Edelman, Global CMO, Victoria Beckham Beauty, Sochima Mbadugha, VP of Strategy & Business Ops, Topicals
New York City’s emerging beauty scene was buzzing last week following Uplink Expo New York 2024, the first fully cross-functional industry trade show connecting all key components in the emerging beauty and wellness space. Inclusive of 60+ exhibiting beauty brands, best-in-class suppliers exhibit, and a panel series where leading professional beauty entrepreneurs share key learnings in launching, growing, scaling brands, the event was a melting pot of creativity and ingenuity, showcasing the latest and greatest in the beauty world. It’s all about innovative products and rising trends that capture the attention of beauty enthusiasts everywhere.
With the 5W beauty team on hand to support clients and connect with industry leaders, we had the opportunity to absorb key insights and the latest trends in the beauty space. Read on for what we heard and saw!
Science-backed skincare
Science is back and more crucial in a brand’s communication strategy than ever. Consumers have an amplified interest in science-backed, clinically tested, safe & effective solutions for skin. Mark Los Angeles was a notable exhibitor that offers plant-powered skincare with unique ingredients backed by clinicals plus impressive before and after photos, which is an imperative asset for brands to flex.
As clinically backed skincare brands continue to evolve and expand their offerings, it’s important to know how to keep your consumer “at your shelf,” especially when certain SKUs are discontinued. Anncy Rowe, Global CMO at StriVectin, was a key speaker on the “Marketing: Navigating The Maze, Avoiding the Money Pit” panel and shared the importance of product transparency with their loyalists. “At StriVectin we make sure the communication around the SKU that is on shelf (and not discontinued) is one that will deliver. We must ensure that communication is super clear as we never want to disappoint the consumer at the end of the day,” stated Rowe.
Lightweight sun care
According to Spate, the search for “mineral sunscreen” has seen a 27.3% increase year-over-year and with a very high volume of 87.0K average monthly searches. This product category boom mirrored the offerings at Uplink, with Fré Skincare as a standout brand offering a universal SPF that provides weightless hydration without leaving an unwanted white cast. There needs to be a continued emphasis on the brands dedicated to skin health as a recent survey commissioned by Advanced Dermatology showed only about a third wear sunscreen year-round.
Reimagined supplements
While ingestible beauty & wellness has been on the rise throughout the past decade, more and more brands are emerging with unique delivery systems as well as products that specific target the needs of the female body. Sisterly reimagined a multivitamin designed for women that offers 24 essential nutrients all in one simple sachet, while Biostrips is a woman-owned brand that removes most of the fillers generally found in gummies, pills and capsules by formulating their vitamins in strip form.
Minimalist makeup
Minimalistic makeup is a growing movement emphasizing simplicity and a more natural look. Cosmetics brands are creating products designed to be effortless and versatile, including exhibitor Wonderblush which has essentials for eyes, lips and cheeks crafted with clean, cruelty free, vegan ingredients that are thoughtfully formulated. The brand is also committed to sustainability by prioritizing PCR plastics along with other recyclable materials.
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