Winky Lux, a New York-based beauty brand, announced its expansion into Canada through a partnership with Shoppers Drug Mart, Canada’s largest retailer of drugs and beauty products. The move marks the first international expansion for Winky Lux, which previously focused on the US market. As part of the partnership, Shoppers Drug Mart will offer a selection of popular Winky Lux beauty products. Including an innovative lip balm and other cosmetics. 카지노사이트
The products will be available in more than 300 Shoppers Drug Mart stores across Canada. As well as online through the retailer’s e-commerce platform. Expanding into Canada is a strategic decision for Winky Lux as the Canadian beauty market is large and growing. And there is strong demand for high quality, innovative beauty products.
The partnership with Shoppers Drug Mart will allow Winky Lux. To enter this market and reach a broader spectrum of Canadian consumers. For Shoppers Drug Mart, the partnership with Winky Lux is part of the retailer’s ongoing effort. Expanding its beauty product offering and offer shoppers a diverse selection of quality products.
Launching skincare products has become a natural step for cosmetics companies to increase sales and relevance in the ongoing pandemic.
On Friday, millennial color cosmetics brand Winky Lux becomes the new game in the category, joining youngest players like Fenty, Morphe and Cover FX. The debut of Winky Lux cosmetics includes 10 products. These include a cleanser, moisturizer, and nighttime lip mask. They are sold on the brand’s DTC website and in all Target stores, 24 Macy’s stores and five Bloomingdale’s stores.
Natalie Mackey, co-founder and CEO of The Glow Concept and Winky Lux, said the skincare expansion was a natural next step for the brand due to demand. Additionally, its sole skincare product, Dream Gelée Moisturizing Foundation, has achieved a 43% repeat purchase rate since its launch in 2017. And has become one of our bestsellers. Our customers kept saying, “We want skincare, we want skincare, we want skincare,”. But we wanted to do it super clean and in a way that remains affordable. It was difficult because many formulations on the market are cheap to make and not high quality, but they come at a high price,” Mackey said. 온라인카지노사이트
Winky’s skincare lineup ranges from $18 to $30.
Price aside, Mackey said a customer of Winky Lux was looking for joy in their products. For example, the company is known for its best-selling flower balm, which has real chrysanthemums inside. “Our customers did not come to us for a clinical examination. They want something beautiful, jewelry and fun from us,” she said.
One way the brand has captured that sentiment is by creating vegan flakes. Which can be seen in the Petal Cleanser and Orchid Jelly Serum formulas. This type of aesthetic and experience is key to the IRL online branding strategy. For example, during the Covid-19 health crisis, Winky lux relied heavily on ASMR content on social media to help customers understand the feel and performance of the products.
The color cosmetics category has slowed since 2018 due to many factors, including a surge in brands and products.
According to the NPD Group’s May Makeup Consumer Report, seven in 10 women said they were wearing less makeup this year. NPD also reported that cosmetics sales fell 31% year over year to $1.4 billion in the third quarter. Although being a multi-category brand has become the norm in the beauty industry today, it’s difficult to have authority in segments as diverse as skincare and makeup.
Kylie Skin was criticized after its launch in 2019 for promoting its nut scrub as a gentle cleanser. The brand has recently come under fire for launching a hand sanitizer. Glossier’s foray into more pigmented makeup, Glossier Play, didn’t appeal to makeup fans. However, there are exceptions. According to industry insiders, part of the hype surrounding the Charlotte Tilbury acquisition was that the brand would have a nearly even split in sales between makeup and skincare.
The brand of its flagship Magic Cream product has helped create a broader range of skincare products, which now includes the ‘Magic’ range. Hence, it has not been categorized as just a makeup brand. Mackey hopes skincare will eventually account for 25% of Winky Lux’s sales. Lip products currently account for 40% of sales, followed by other categories like eyebrows. “This is the most requested product enhancement we’ve ever had and we see it as an indicator of the future success of the product, so we’re excited,” he said. 바카라사이트
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