Glow Recipe targets new skincare concerns and new consumers.
Known for its playful, fruit-focused approach to ingredients, the brand aims to tighten skin with its Pomegranate Peptide Firming Serum, which debuted Monday on Sephora’s website for $45 and will hit stores and global partners in September. Be expanded.
This is the seventh serum in our arsenal of glow recipes, which includes Watermelon Glow Niacinamide Dew Drops. This inventory management division alone is projected to hit his $42 million in retail sales this year. The brand is his Gen Z heavyweight, with #GlowRecipe boasting over 1.3 billion views on his TikTok, but the introduction of the new franchise saw co-founder and co-CEO Christine Chan and Sara Lee want to expand their consumer base. The brand expects the pomegranate peptide firming serum to reach $15 million in retail sales in its first year on the market.
“A lot of our innovation starts with meeting the needs of our customers to talk to us on social media or email. We listen to their feedback loops and have an open dialogue with them,” Chan says. said. “We’re talking about firming, lifting, and smoothing skincare for everyone. I don’t want to say that this skincare is for a certain age group. I’m looking for prevention in my 20s.” Whether you’re in your 30s or 40s and looking for smoothness, this blend of ingredients is a total solution.”
These ingredients include hyaluronic acid, squalane, polypeptides, pomegranate enzymes and seed oil. “I often get asked what kind of ingredients I should use,” says Chan. “But it’s driven by science. What’s really synergistic when it comes to smoothing, tightening, and lifting? Pomegranates are rich in antioxidants.”
Lee added, “Peptides have been around for a long time, but our challenge to our chemical partners is to determine which technology is the most current and most appropriate for the specific populations we are targeting.” We spend a lot of time in the very early stages of product development, and that always triggers the idea of social media and 360-degree activation because that formula Because we know that they are powerful yet gentle.”
Launch communications focus less on aging and more on ingredients and benefits. “When we talk about tightening and lifting, we don’t want it to be just about anti-aging. It’s a word we don’t want to use as a brand,” Lee said. “For example, for model images, we have models in their 20s, 30s, 40s, and 50s.”
It is also part of the brand’s overarching strategy to balance new products and core business. “We always remind new customers of Dew Drops. When we launch a new serum, we test if they work together, so we say it can be a cocktail or a double layer.” I always say,” Lee said. “Someone in the Glow community doesn’t always have one skin concern. brings it back to our center in a very natural way.”