Glow Recipe is doubling down on toner.
The skincare brand has launched a new Cloudberry Bright Essence Toner for $38 at sephora.com. This marks the introduction of Glow Recipe’s new fruit franchise and marks the introduction of his second product in the toner category. The existing Watermelon Glow PHA + BHA Pore Tight Toner is said to be sold every 13 seconds.
The main active ingredient in Essence Toner is CoQ10, a natural antioxidant that steadily decreases with age. Commonly used in supplements to promote healthy heart and brain function, the topical benefits of CoQ10 include skin whitening and hydration, but research shows that this ingredient also protects against environmental aggressors. , has been shown to neutralize free radicals.
“With Watermelon Glow Toner, the focus was on pore tightening and smoothing. With Cloudberry, we wanted to take things a step further by creating this ultra-hydrating first step.” , said Christine Chan, who co-founded the brand with Sara Lee in 2014.
Intended for twice-daily use, this essence toner also contains amino acids from fermented rice water, oats, and collagen, as well as 5% glycerin to prevent water loss. Cloudberry concentrate contains vitamins C, E, and a blend of omega fatty acids.
“Our goal in creating this product was to level up our daily lives, and specifically to help us get the most out of the other clinically active substances we use in our serum steps,” Lee said. Ta.
The #GlowRecipeToner hashtag has more than 261 million views on TikTok, and Chan and Lee say their “Get Ready With Me” content generates buzz with a focus on educating on ingredient breakdowns. We aim to continue the conversation with a two-pronged marketing strategy.
“We always try to provide good education about ingredients. That’s also why we emphasize fruit ingredients in addition to clinically active ingredients. It feels a little more direct and approachable. ,” said Chan.
Circana reported a 21% year-to-date sales increase across its toner categories. Although neither Mr. Chang nor his Mr. Lee have given sales estimates for the launch, industry insiders say Essence Toner will generate $15 million in worldwide retail sales during its initial launch period. I believe it is possible to achieve this goal. Year on the market.
The launch follows the launch of Glow Recipe’s first skin firming serum in August, which claims both preventative and restorative properties through the incorporation of pomegranate enzymes, hyaluronic acid, and polypeptides.
“We’ve been able to reach a fairly broad audience, from young Gen Z to mothers and daughters who use pomegranate serum to create content together,” Lee said, adding that in 2023, “we will be expanding our brand to new It was an important year in terms of delivering to our customers,” he added.
We plan to extend these efforts until 2024.
“Our portfolio is now very lean and streamlined, so we have a lot of room to continue to innovate,” Lee said.