Following the success of Lawless Beauty’s Forget the Filler lip franchise, the makeup brand launched its first skincare line on Friday, furthering the idea of going filler-free.
Called “Forget the Filler Skin-Plumping Line Smoothing Perfecting Cream,” the new cream may be the first skincare line from six-year-old Lawless Beauty, but it’s not the first time a makeup brand has tried to expand into skincare. do not have. Other recent memorable brands include MAC Cosmetics in November 2022, Iria in January and Benefit Cosmetics in February. Forget that fillers’ purported effects include smoothing lines, plumping, and moisturizing.
The Forget the Filler franchise will first debut in 2021 with the launch of a lip gloss. Lawless has developed an overnight lip mask in early 2022. That’s when the team realized that Forget the Filler could expand beyond lip products. Sales of Forget the Filler products are up 201% year-to-date compared to 2022, according to the company. Overall, Lawless sales increased 135% year-over-year, and revenue for the four products more than doubled year-over-year. consecutive years.
“I am very strategic and I want to do something meaningful. We will forever be a makeup brand, so we want to develop something meaningful from a makeup perspective. said Lawless.
As a beauty consumer, Lawless was quick to admit that she was hesitant to buy skincare from brands that were historically focused on makeup. The idea of entrusting one’s skin to a cosmetic brand that is more likely to cause skin problems such as acne is a common concern. But Lawless said there’s another, more lucrative way to think about this makeup-skincare dichotomy. She said makeup her brand understands how products need to work to enhance makeup, so she can have a better perspective on skin care. If your skin is beautiful, your makeup will look good. Lawless said the product is universal and suitable for sensitive skin, and she wants makeup artists to find it reliable in kits for different customers.
“Everything you put on your face from step 1 to step 50 should have some effect on your face,” says Lawless. “Makeup and skincare are here” [headed.] … [Sometimes] Figuring out which products work with each other is a mystery, and that’s why I wanted to make it work. “
Marketing highlights the clinical results of Forget the Filler’s hero ingredient, MaxiLip. Maxi Lip features a unique complex of peptides and biomimetic hyaluronic acid, among other soothing and plumping ingredients. A revised version of Maxi Lip is called Maxi Youth and is included in Perfecting Cream. The images include before and after photos from the clinical trial, a jar of the overnight lip mask and the new face cream, which “does the same thing for the face as the mask does for the lips. ” is attached. Lawless has also partnered with two dermatologists, Dr. Dendi Engelmann and Dr. Sheila Farhang, to create content and share the benefits of their products with their audience.
“We want people to understand that even though we’re a makeup company, we’ve done as much or more than Forget the Filler for Lips as we do for multiple trusted brands. We focused on leveraging credibility and authority from sources, so forget about fillers for your skin,” said Michael McNeil, CMO of Lawless Beauty.
Lawless Beauty will also rely heavily on video for both free social posts and paid advertising. McNeill said Lawless’ video budget has quadrupled in the past two years. This video consists of video content produced by a micro and nano influencer showing the results of skincare using Perfecting his cream. These videos will be re-shared on his social platforms such as Instagram, TikTok and Facebook. They are also used for digital advertising that directs people to his Sephora.com product pages and his LawlessBeauty.com microsites and landing pages. Video digital ads can often deliver a three to four times return on investment compared to static video, McNeill said. But of course, there are hidden investment costs associated with video, such as the time it takes to produce a video and the cost of setting up a video team.
“Where we stand at Lawless and who we are as a brand is well summed up in Forget the Filler Perfecting Cream,” said McNeill. . “We’re a high-performance makeup company with skincare roots and DNA. Even if you’re not into the skincare aspect, we made sure to double down on how this works in your makeup routine.” Here we are saying, “Okay, folks.” you can have both. “