WHY ARE BEAUTY BRANDS HITTING THE GYM?🥊
DEDCOOL'S TAKEOVER, ARCHIVAL MERCH, AND MATILDA'S HAIR
WE HAVE A QUESTION!🗳️
As you know, we write this letter once a week. Sometimes twice. We’re figuring out our ideal cadence, but would LOVE your input:
Please vote! Thoughts are helpful!
BIG THINGS HAPPENING IN OUT-OF-HOME:
DedCool’s World Domination: In case you missed it, DedCool is doing BIG things all over the world. At the start of the week, their founder, Carina Chaz, shared photos of their new OOH placements (ft. billboards and wild postings) in many cities across the country. Then, on National Fragrance Day (yesterday), they launched their “Bestsellers Set,” featuring six of their most beloved products. According to Dana Dang, DedCool’s Fractional Head of Social and Influencer Marketing, their team also distributed free air fresheners to all parked cars around LA. And as if that wasn’t enough, they’re currently hosting a pop-up at Space NK in the UK, and their setup is…SO cool.
Innbeauty Project’s NYC Takeover: If you’re in NYC, you might have seen these OOH placements featuring Innbeauty’s “Bright & Tight Eye Cream.” The key point here is the copy, which reads: “NYC’s newest It Girl” and “Who needs eye cream when you have good coffee.” This reminded us of our previous piece about OOH campaigns increasingly featuring local star power. While this isn’t directly about talent, these pieces of creative represent another example of beauty brands embracing hyper-local advertising.
Saie’s Slip Tint Bus Makeover: We saw the photo on the right on Erin Starkweather’s (Saie’s Director of Creative) Instagram. To celebrate the launch of their new “Slip Tint Concealer,” Saie Beauty is running this OOH placement on a bus. The entire campaign for this launch has been massive, from their inner confidence tapes with talent, to their launch party at The Schindler House, to their SMS Saie Concierge to help with shade matching. Let’s see what else they have up their sleeves.
A QUICK TRIP TO THE ARCHIVES:
