A PRODUCT LAUNCH STRATEGY FOR A LIPSTICK THAT HELPED IT CLEAR SHELVES IN ONE WEEK
It was all hush-hush while ArtistryTM was developing their first-ever clean, vegan beauty lipstick. So, when it came time to launch, they wanted to go big! See how Pathfinders helped this fledgling lipstick line “Go Vibrant” as it burst onto the clean beauty scene with a targeted social media campaign, UGC, and giveaways that caused it to sell out in less than a week!
THE SITUATION
CREATE BUZZ
Skincare and cosmetic brand Artistry tasked Pathfinders with the launch of Go VibrantTM Lipstick: their first clean, vegan lipstick. No secret, this was a big deal for Artistry. It touted a wide diversity range and coined “a color for every tone,” which stood as the value prop of their campaign. They wanted our team to visually represent their products in a way that would speak to their target audience while generating a buzz.
THE SOLUTION
REACH NEXT LEVEL
To bring Go Vibrant’s product differentiators to life and drive home this well-deserving clean beauty claim, we edited the bulk of Artistry’s corporate assets into social-ready UGC-style posts. We also sourced from our diverse pool of content creators to showcase the beauty of this product and allow audiences to connect with their shade. To take this launch to the next level, we concepted a Go Vibrant giveaway to encourage engagement among followers with the promise of their very own Artistry Go Vibrant lipstick in return.
THE RESULTS
8k+
shares
399k
impressions
4.5%
engagement rate
The success:
This launch increased Artistry’s engagement by 52% and helped sell out their new lipstick product
To cut to the chase: Artistry’s Go Vibrant Lipstick cleared shelves in just 7 days, and we weren’t surprised it sold out so fast. We even exceeded our own campaign benchmark by 3x on our own channels. Followers loved the giveaway too, as it stirred excitement both online and in stores. Overall, audience engagement soared from the previous month and Artistry’s followers flooded the comments asking when it would be back in stock.
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