UK based-retailer Superdrug partnered with the leading UK Beauty Vlogger in 2014 and exclusively launched Zoella Beauty. The original scented bath and body collection was followed a year later with the Tutti Frutti collection and a Holiday Limited Edition collection. The 2016 Sweet Inspirations Collection is a line of 8 products smelling of sweet macarons and housed in beautiful pastel French patisserie style packaging. The design has a 1920’s vibe and offers fun and unique products inspired by this yummy theme such as the Le Fizz, Sugar Dip and a Body Fondant. Products range from $6.90 to $16.56 US. This collection will roll-out into Superdrug stores by July 18th.
Zoe Sugg, a 26 year old English fashion and beauty vlogger, YouTuber, and author is a key influencer for teens in the UK and beyond. Her debut novel, Girl Online was released in November 2014 and broke records for the first week of sales for a first time author. She was named “40 Best Beauty Bloggers” by Telegraph and other publications. She won a Teen Choice award in 2015 for Choice Web Star: Fashion/Beauty.
With 31 skus in the brand, Zoe supports her brand through her social media and an ecommerce website. A 18 minute YouTube video supported the launch of this collection, featuring Zoe describing the products. Close to 300 followers immediately engaged and responded on her website/social media platforms. Her vibrant, yet informative personality adds to the fun of the brand and speaks to her target audience. Zoe’s blog, YouTube channel, and social media platforms reach close to 11,000,000 million worldwide subscribers with the majority of followers in the 18-25 age segment.
Opportunities for Retailers:
Scented bath and body lines have been created and marketed for many years in all beauty channels. Partnerships with celebrities is also not a new marketing tactic in beauty – nor is the power of the testimonial. However, in today’s global online world, influencer partnerships can be the most powerful method to reach a younger demographic, who live on their mobile devices. The beauty blogger/vlogger is a voice that has a cult-like following with a built-in trust factor. The authenticity of the recommendations made by this beauty expert are highly regarded and drive trial. They often educate and explain how to use and why it is the best product. This kind of endorsement is a cost effective marketing tool that retailers should explore in new and creative ways!