Best Executed Launch Strategy

What worked this year? Big ideas, implemented flawlessly. And a little shock value, to boot.

Appeared In
Special Issue
Beauty Inc issue 12/10/2010

What worked this year? Big ideas, implemented flawlessly. And a little shock value, to boot.



Revlon made itself a force to be reckoned with in 2010, proving how a famous name with the right product launch and marketing strategy could jump-start a business. Jessica Biel, for example, was the face for Just Bitten Lipstain + Balm, where she participated in behind-the-scenes videos so content could be used on multiple online and social-media platforms. A director’s cut of the TV ad aired in movie theaters, while Revlon sampled promotional material—all timed as product hit stores. Now, Just Bitten is the top-selling lip stain in the U.S. Revlon tweaked the look and feel of its ad photography as well, going against the standard beauty grain with rich imagery that set it apart from its rivals. —Andrea Nagel

Skin Care
L’Oréal Paris Go 360º Clean

To stand out in the mass market facial cleansing market is no easy feat. Sensing that the category was crying out for innovation, L’Oréal Paris president Karen Fondu challenged her team to deliver department store innovation with real value. The result was L’Oréal Paris Go 360º Clean, which presented a major innovation in packaging that attracted younger users. Each cleanser in the four-item lineup includes an industry first: a scrublet. The wiggly plastic scrubber exfoliates the face and adheres to a mirror after use. “We never saw anything quite like this,” said a drugstore buyer admiringly. Buoyed by ads featuring actress Freida Pinto, L’Oréal sold more than one million pieces of the cleansers within three months, jumping from tenth place in cleansers to the fifth top seller. —Faye Brookman

Hair Care

When P&G overhauled its $3 billion Pantene business, word of its reformulated and repackaged hair care collection spread way before it landed on drugstore shelves in June. Beauty bloggers and magazines sampled products and created giveaways, in some cases creating such demand that, according to P&G, Allure’s Web site crashed during its giveaway. P&G also broke new ground in searching for a reality hair star to put Pantene to the test on live TV, conducting an online casting call and flying 12 finalists to New York, with the winner announced during a live TV commercial. The reinvention reached retailers with the Pantene Road Show, a custom-built truck with full-size shelving, which traveled around the U.S. to 17 locations in three months. The effort paid off. By late May, just weeks before product hit shelves, more than one billion impressions had already been made. —A.N.

Jordin Sparks Because of You by Apra

Singer Jordin Sparks’ fi rst goal when she decided to do a fragrance was to keep it affordable. With Because of You, she more than succeeded: It launched in October at an eminently reasonable $9.50 for a 2.5-oz. bottle. Even when the price rose to $14.95 on Nov. 1, the price tag was well within reach of most consumers, particularly Sparks’ younger fan base. The innovative thinking extended to distribution: Because of You launched first at Dots, a fast-fashion, women’s specialty apparel and accessories chain that has more than 400 stores in 26 states, some of which Sparks made personal appearances in to promote the scent. It then rolled out into 10,000 additional mass market doors; by 2011 yearend, it is expected to be in 25,000 mass market doors. —Julie Naughton


Next: Prestige market winners >>


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