Known for their emphasis on natural makeup, Bobbi Brown Cosmetics’ new direction sees them making a very colourful move. The brand that launched with ten nude lipstick shades recently launched a new high-impact color line. Alongside this, the brand has also rolled out a global influencer program to appeal to a more Millennial demographic. Described as a “lipstick with the feel of a balm”, Bobbi Brown’s new Crushed Lip Colour comes in 20 shades. The shades are glorified for having a semi-matte finish with a moisturizing formula.
A new direction for Bobbi Brown Cosmetics?
The vivid move sees the usually minimalistic brand making sizable investments online, aligning with influencers to promote their latest offering. “We’re not changing our philosophy,” Sandra Main, president of La Mer and Bobbi Brown told WWD. “We’re not changing how we express ourselves, but the platforms that allow us to express ourselves are so much broader in today’s world that it gives us the opportunity to speak to a much larger community and for that community to speak on our behalf, as well.”
To roll out their new Crushed Lip Colour campaign, the brand tapped influencers, hosting a variation of colourful events across the globe. Internationally, the brand invited beauty influencers; Sazan Hendrix, Jacey Duprie, Makeup Shayla, and Yuri Kwon to a three-day event hosted in NYC. They have subsequently hinted at collaborations with YouTube and Instagram stars in the future. In South Africa, the brand tapped Linda Mtoba, Rushana Isaacs, and Mmanaka Kelobonye to host events in Durban, Cape Town and Johannesburg. Through their Girl Crush collaborations, the brand was able to tap into a possible new consumer territory which we hope to see grow.
According to international reports, this was the first launch in the brand’s larger initiative to make the brand accessible to a wider audience.