1 year ago
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For its newly launched moisturizer, the Bio-Active Ceramide Repairing and Plumping Moisturizer ($20), The Inkey List is kicking off the new year with its biggest campaign yet. It’s inclusive of out-of-home ads, events in partnership with Sephora and a social media campaign.
A representative declined to comment on the brand’s spending on the campaign, though they said it is its biggest campaign investment to date and includes channels it is playing on for the first time — that includes out-of-home, which has recently been a popular choice among marketers. The brand launched in 2018 in the U.K. and 2019 in the US. It is targeting $10 million in sales for the new moisturizer. It declined to comment on revenue, but industry sources have predicted that its 2023 revenue will fall between $50 million and $75 million.
As for the product itself, it builds on current industry trends, but not fads. “Ceramides have been hot for a while. And likewise, ‘skin barrier’ is an increasing term in people’s skin-care vocabularies, for all the right reasons,” said Inkey List co-founder Mark Curry. In clinical tests, the brand found that 100% of users saw an improvement in six signs of aging. They included fine lines, wrinkles, plumpness, lift, firmness, elasticity and barrier function.
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English (US) ·