Kimirica has mastered the art of launching new products in ways that generate excitement and demand. One of the most successful examples of this is the launch of the “Botanic Love” Collection, which featured a range of botanical-infused skincare and body care products. The brand utilized a tiered pre-launch strategy to build anticipation and create a sense of exclusivity around the collection.

The pre-launch phase involved a series of teaser campaigns on social media, where Kimirica gradually revealed the ingredients, benefits, and luxurious packaging of the products. To build intrigue, the brand used a countdown mechanism in Instagram Stories, prompting users to mark their calendars for the official release date. This strategy helped build excitement while giving the audience a sense of involvement in the upcoming launch, which we often aim in our campaigns as a beauty marketing agency UK.

As part of the product launch strategy, Kimirica also executed an influencer gifting program. A select group of beauty influencers and eco-conscious content creators received the Botanic Love Collection ahead of the official launch, allowing them to provide authentic, first-hand reviews of the products. These influencers shared their unboxing experiences and initial impressions on social media, generating organic buzz around the collection. The exclusivity of the gifting program further enhanced the perception of the collection as a luxurious, highly anticipated offering.

In addition to social media teasers and influencer collaborations, Kimirica incorporated a digital pop-up event to celebrate the launch. This virtual event, hosted on Instagram Live and YouTube, featured skincare experts and brand ambassadors discussing the inspiration behind the Botanic Love Collection, offering skincare tips, and answering audience questions in real time. The pop-up event not only provided valuable educational content but also helped foster a deeper connection between the brand and its customers, making the launch feel like an interactive and exclusive experience.

Rhode’s product launches are a blend of exclusivity and anticipation. The launch of its Peptide Glazing Fluid, one of the brand’s hero products, serves as an excellent example of Rhode’s approach to product introductions. Instead of a traditional launch, Rhode used a pre-order system with limited quantities to create a sense of scarcity and exclusivity. This approach built anticipation among customers, with many rushing to place orders before the product sold out.

In the lead-up to the product launch, Rhode executed a teaser campaign across social media platforms, offering sneak peeks of the product’s formulation, benefits, and packaging. Behind-the-scenes videos of Hailey Bieber discussing her personal connection to the product and how it fits into her own skincare routine added a layer of authenticity to the promotion. The teaser campaign generated excitement, building a list of potential buyers who were primed to purchase once the product became available.

Additionally, Rhode launched a series of educational webinars featuring skincare experts and dermatologists who discussed the benefits of peptides in skincare, highlighting the unique formulation of the Peptide Glazing Fluid. These webinars not only added value to the product launch but also helped Rhode position itself as a brand that prioritizes education and evidence-based skincare.

The brand also made effective use of exclusive influencer send-outs. Prior to the official launch, Rhode shipped the Peptide Glazing Fluid to a carefully selected group of beauty influencers and skincare experts. These influencers shared their unboxing experiences and initial impressions on Instagram and TikTok, building organic buzz around the product.

Finally, Rhode capitalized on the power of bundling by offering product kits that featured the Peptide Glazing Fluid alongside complementary products from the brand’s lineup. This strategy increased the average order value (AOV) and introduced customers to other products in the range, enhancing overall customer retention.

Neude Skin’s product launches reflect a thoughtful and innovative approach to introducing new items to the market. One standout example is the launch of their Calming Moisture Serum, a product designed for ultra-sensitive skin prone to irritation and redness.

The brand used a pre-launch educational strategy to build awareness. Neude Skin released a series of blog posts, social media teasers, and video content discussing the science behind calming skincare and how their new serum addresses common skin concerns. The brand also hosted a series of Instagram Lives featuring dermatologists and product developers, offering insight into the formulation and benefits of the Calming Moisture Serum. This phase helped educate consumers before the product even hit the shelves, building anticipation and excitement around its release.

The official product launch involved a tiered influencer campaign. Neude Skin sent PR packages to skincare experts, beauty influencers, and micro-influencers across different demographics, ensuring wide reach. Influencers shared their unboxing experiences and initial product impressions on Instagram Stories and TikTok, followed by long-form reviews after several weeks of use. This helped create an ongoing buzz around the launch, with genuine user testimonials driving home the product’s effectiveness.

Neude Skin also introduced an interactive product quiz on its website during the launch. The quiz allowed customers to determine their skin type and concerns, guiding them to the Calming Moisture Serum as a solution for sensitive skin. This interactive feature served as both an educational tool and a conversion driver, leading to an increase in add-to-cart actions.

We as a cosmetics marketing agency feel that another innovative product launch was for Neude Skin’s Regenerative Eye Cream, which targeted consumers seeking anti-aging solutions that are gentle enough for sensitive skin. For this launch, the brand employed a 360-degree marketing strategy, combining in-store experiences with a strong digital push. Pop-up events in key cities allowed potential customers to try the product, consult with skincare experts, and receive complimentary skin analysis. These events were amplified through social media, where attendees shared their experiences, helping to build organic online engagement.

Rimmel London has successfully launched several products by focusing on multichannel strategies and incorporating elements of experiential marketing. One such example is the launch of the Wonder’Luxe Volume Mascara, which targeted beauty lovers who wanted both long-lasting volume and conditioning ingredients in a single product. To create buzz, Rimmel took a 360-degree approach by promoting the product through influencer collaborations, in-store displays, and digital media.

Prior to the product’s official release, influencers were sent PR kits containing the Wonder’Luxe Volume Mascara alongside personalized items like custom makeup bags and beauty tips. These influencers created unboxing videos and first-look tutorials that showcased the product’s unique features, such as its blend of four luxury oils that nourish lashes while delivering volume. This type of pre-launch content helped build anticipation among their followers and drove early interest in the product.

In addition to influencer marketing, Rimmel launched an interactive digital mascara try-on tool on its website, allowing users to virtually test the mascara on their own lashes using augmented reality (AR). This feature helped replicate the in-store experience online, which was particularly effective during the COVID-19 pandemic when consumers were shifting to digital shopping.

The Wonder’Luxe Volume Mascara launch was also supported by a series of TikTok challenges, where influencers demonstrated the product’s effectiveness through before-and-after transformations. By tapping into TikTok’s highly visual and viral nature, Rimmel was able to engage with younger audiences and generate organic reach.

Another innovative product launch came with Rimmel’s Match Perfection Foundation. The foundation’s marketing strategy revolved around highlighting its inclusive shade range and skin-matching technology. Rimmel developed an online shade-matching quiz that allowed users to find their perfect shade through a series of questions about their skin tone and undertones. The quiz was promoted heavily through Instagram Stories, Facebook Ads, and influencer collaborations, driving traffic to the site and encouraging product trials.

Rimmel also collaborated with dermatologists and beauty experts who provided educational content about the importance of finding the right foundation shade. This not only positioned the product as a scientifically backed solution but also built trust with consumers who were seeking both inclusivity and efficacy in their foundation products.

Kiko Milano has excelled in creating buzz-worthy product launches that not only highlight the product’s features but also tap into current beauty trends. One such example is the launch of its Unexpected Paradise Collection, a summer-inspired limited-edition line that showcased tropical colors and glowing skin.

To create excitement around the launch, Kiko Milano took a multichannel approach, promoting the collection across social media, its website, and in-store displays. A key element of the launch was the immersive virtual experience offered on the website, where users could “escape” to a tropical paradise through an interactive video that showcased the products in a stunning beach setting. This digital experience helped bring the product story to life, making it more memorable for the audience.

The brand also implemented a tiered release strategy, first offering early access to loyal customers through its rewards program and email subscribers, followed by a public launch. This tactic generated a sense of exclusivity and encouraged early purchases, while also building anticipation among the wider audience.

In addition to its digital efforts, Kiko Milano partnered with influencers and beauty bloggers who were given early access to the collection. These influencers were encouraged to create tropical-themed makeup tutorials using the products, further amplifying the brand’s message and creating authentic content that resonated with their followers. The influencers’ tutorials were shared across Kiko Milano’s social channels, helping to engage their community and drive traffic to the website.

We as a cosmetics marketing agency feel that Kiko Milano also excels in launching limited-edition collections aligned with seasonal themes or collaborations with fashion designers. These launches often feature exclusive packaging and special edition products, further differentiating the brand in a crowded market. The exclusivity of these collections creates a sense of urgency among customers, driving both engagement and sales.

One of Belif’s most successful product launch strategies was for its True Cream Aqua Bomb, a lightweight gel moisturizer known for delivering intense hydration without the heavy, greasy feel typical of many moisturizers. Instead of a typical launch, the brand took a more immersive and interactive approach.

Leading up to the launch, Belif used teaser campaigns on social media that included sneak peeks of the product’s key ingredients—lady’s mantle, a potent herb known for its antioxidant properties. Belif shared behind-the-scenes content about the formulation process and offered educational posts on why hydration is crucial for every skin type, further amplifying the brand’s reputation for transparency.

The brand also incorporated a unique sampling campaign. Influencers, bloggers, and skincare enthusiasts were given sample-sized jars of Aqua Bomb, along with a challenge: Use the product for seven days and share the results online. This “7-Day Hydration Challenge” created a buzz, allowing users to experience the product’s benefits firsthand and share their transformation stories with their followers. This UGC (user-generated content) strategy helped increase anticipation for the full launch while building trust with potential customers through real-life results.

The launch was supported by a limited-time pre-order on the website, offering free shipping and a gift with purchase for those who reserved the product before its official release. This tactic not only drove immediate sales but also ensured high demand right from the start. By blending educational content with influencer participation and incentivized pre-orders, Belif created a product launch strategy that resonated deeply with its target audience.

Westman Atelier’s product launch strategy revolves around showcasing the effectiveness of the products while emphasizing the clean ingredients. The brand’s launches are not just about introducing a new item—they’re about telling the story behind the product and the philosophy that drives its creation.

1. Vital Skin Foundation Stick: A Masterclass in Skin-First Marketing

One of the standout products, the Vital Skin Foundation Stick, was launched with a strong focus on the idea of makeup as an extension of skincare. The marketing emphasized the skin-loving ingredients such as camellia seed oil, squalane, and phytosphingosine, positioning the product as one that would not only provide coverage but also improve the skin’s condition over time.

The launch campaign was centered around Gucci Westman’s personal philosophy of makeup that enhances, not masks, natural beauty. Tutorials featuring Gucci herself applying the product were shared across social media, showing how to achieve a flawless yet natural finish. This educational approach was key to positioning the foundation as a must-have for customers who wanted both coverage and skincare benefits in one product.

2. Lip Suede Launch: Creative Storytelling and Sustainability

For the launch of the Lip Suede palette, Westman Atelier took a storytelling approach. The palette, which features four versatile shades, was marketed as a sustainable, luxurious alternative to traditional lipsticks. The palette design itself was part of the narrative—the elegant, refillable case made from eco-friendly materials was highlighted as a conscious choice for consumers who value sustainability.

The brand leaned into the minimalist luxury aesthetic for this launch, focusing on how the Lip Suede palette could be used to create multiple looks with a single product. This messaging appealed to consumers who prioritize quality over quantity, further reinforcing the brand’s core values of luxury and sustainability.

Each product launch from Makeup By Mario is carefully curated to reflect Mario’s approach to makeup artistry. The strategy behind these launches isn’t just about introducing a product—it’s about introducing an educational experience that allows consumers to learn from a master artist.

1. Master Mattes Eyeshadow Palette: A Lesson in Makeup Fundamentals

When the Master Mattes Eyeshadow Palette was launched, it wasn’t just sold as a product but as a tool for mastering eye makeup. Mario used his social media platforms to create anticipation by sharing the importance of matte shades in professional makeup. Tutorials featuring Mario himself walked customers through the techniques used in everyday looks, allowing them to see the value of the product as a learning tool rather than just a purchase.

By focusing on education, Mario encouraged consumers to view Makeup By Mario products as essentials in their routine, and not just luxury items. This helped create deeper brand loyalty, as customers felt they were receiving expert knowledge along with a high-quality product.

2. Pro Collection Launch: Emphasizing Professional-Grade Quality

For the Pro Collection launch, Makeup By Mario made a bold move by positioning the line as not just for the everyday consumer but also for professional makeup artists. The messaging revolved around the notion that this was a professional-grade toolset that could achieve flawless looks on any skin tone or type.

Through a combination of Instagram Stories, YouTube tutorials, and influencer collaborations, Makeup By Mario highlighted the versatility of the Pro Collection. This approach appealed to both professionals who respected Mario’s artistry and amateurs who aspired to elevate their skills.