Glow Recipe just launched their own line of private label products - a Blueberry Bounce Foaming Cleanser and Watermelon Glow Sleeping Mask. Of the two, the Watermelon Glow Sleeping Mask by far received the most earned media and "sold out" on the glowrecipe.com site as well as on Sephora.com. It is now stocked in all Sephora retail stores and some stores are reportedly out of stock.
Here's an analysis of what went so right with this product to merit all the buzz and press it received.
In the age of Instagram, it's a pretty product and very "Instagrammy"
First off, this product is a beautiful product. Glass jar, millennial pink slightly translucent in color, delicious-seeming texture - all of these attributes photograph well and make you want it (and Instagram it). They did a good job with the product development from texture to packaging so that it would show well in photos, Instagram posts, and overall imagery.
The Story and Effective Seeding
The background story of how their mothers used to rub watermelons on their skin during summer months for irritated skin helped sell the product and give it a relate-able background. It touches upon nostalgia and tugs at a more emotive experience which is a nice point of differentiation versus other products that are focused all around the left brain with themes around ingredients, technology, and science.
They also spent more time talking about the Watermelon Glow Sleeping Mask than the Blueberry Bounce Cleanser. They did a lot of content seeding (pun intended) by posting a lot on their personal instagrams and business instagram about watermelons hinting at something to come.
Behavioral Marketing Tactics, a la Scarcity
One of my favorite classes in business school was behavioral economics which involves a little bit of psychology. Marketing uses a ton of behavioral economics to get consumers to perform a wanted action (ie, purchasing a product). Scarcity is a behavioral economic tactic where by making something less available it makes you want it more.
When Glow Recipe said that they had sold out in hours of launch, in my opinion, this was a scarcity tactic. It's quite possible that they purposely withheld inventory or had intentional low reserves to make this product seem like it had hot demand and was hard to get a hold of and therefore more desirable.
I have not purchased this product nor have used it so can't speak to the product itself. If you have used it, leave a comment and share your thoughts on it. Does it merit all the buzz it earned? Or is it simply a well marketed product?