Manicare’s mantra: minimum effort, maximum impact

From high tech beauty tools to revolutionary Magnetising Eyeliner + Lashes; Glam, Manicare and Lady Jayne are smart for the party season.

Words by Elisabeth King

McPherson’s smart beauty brand strategy targets the party season!

Technology has created more demanding consumers and beauty brands are introducing game-changing innovations from AI to advanced tools to streamline makeup routines and fast-track application. Magnetic lashes were the number one beauty-related inquiry on Google Year in Search last year and the mega-trend is here to stay.

Glam Pro by Manicare was first-to-market in Australian pharmacies in April with a magnetising eyeliner and lash system, says Juliette Toolin, Marketing Manager, Essential Beauty for McPherson’s. “A giant step forward in lash tech, the world-first system has been the brand’s most popular launch of 2019”.

Targeted at avid users and false lash newbies, Glam Pro quickly became the number one brand in magnetising eyeliner and the top innovator in the eyelash category. At the end of September, Phase 2 of what Toolin calls the ‘Click Revolution’ arrived in store for the party season.

Beauty fans really love the fact that the Glam Pro lash system is quick and easy to apply, there’s no messy glue and the magnetic lashes click on to the eyeliner and stay put, she adds. “To extend the range of looks, we have launched three new mink effect lash styles.

Charlotte is a natural look with two layers of ultra-fine lashes. Alexis offers two multi-tiered lashes with lifted and curled tapered ends for a lush finish. For those after a more dramatic eye, Phoebe features two luxe crisscrossed lashes with multidimensional tips”.

Magnetised eyeliner and lashes have invigorated the entire category in Australia and overseas. “The trend has moved far beyond early adopters and we are giving retailers strong support through digital and premium content generation for social from the brands ‘GLAMbassador Pia Muehlenbeck; in order to create maximum connection with consumers”, says Toolin.

Bec + Bridge limited collection takes aim at Gen z

Reaching out to Gen Z has become a steamroller strategy. Glam by Manicare has teamed with Bec + Bridge, the youthful fashion brand known for its modern take on party dresses and cool separates. The limited-edition collection of makeup brushes – foundation, powder, contour and eyeshadow duo – launches in October and the chic handle designs are inspired by the label’s Spring/Summer collection.

Bec + Bridge x Glam by Manicare

“Apart from the gifting appeal, the lineup generates newness and the affordable price points are aimed at attracting Gen Z consumers in their teens”, adds Toolin. “Bec + Bridge is an accessible and inspirational Australian brand and this strong message carries over to the brush collection”.

Lady Jayne, Australia’s number one hair accessories brand with a 48 per cent market share in pharmacy, is also part of the Bec + Bridge collaboration. “We decided to refresh and re-introduce the brand to younger consumers with a designer treatment on our key hair accessories”, says Toolin. “Our best-selling detangling brush has been given a designer makeover for the season, as well as our basic scrunchie; which is back big time with younger consumers. Like the Glam Pro makeup brushes, they are perfect for gifting and provide top quality for the price”.

Deep clean beauty

The polished skin look is one of the biggest trends of 2019 and is vital to the equally trendy natural makeup look. Consumer interest in smart solutions is also at an all-time high. Manicare is the number one beauty accessories brand in Australia and the leading growth contributor to the category. One of the brand’s most successful recent launches is the Manicare Sonic Mini, says Toolin. “The palm-sized cleansing device has been a huge hit owing to its accessible price point, quick charge and ability to deep clean five times more thoroughly than with the hands alone. Within 26 weeks of launch, the Sonic Mini became the number one Manicare SKU in Priceline”.

To springboard further revenue streams and growth, Manicare is rolling out the new sensiScrub duo pack replacement heads in October. “A great gift for Sonic Mini fans in the leadup to Christmas”, says Toolin. “Everyone wants their skin to look its best during the warmer months; the gentle sonic vibration removes impurities helping you to achieve cleaner, brighter, healthier skin”.

Feet first with quality tools / heart equals smart

Feet come out of hibernation in summer and it’s not a pretty sight in many cases. More consumers are investing in quality tools for more professional and personalised solutions. The Manicare pediPro premium foot tool range also makes its store debut in October. The trio was designed in Korea and can be used on wet or dry skin. The Callus Remover uses 240 micro blades to gently remove thickened, dead skin and the Softroc exfoliator provides 360° all-round coverage to buff away rough skin. For added sheen, the Callus File featuring Diamondcel multidirectional grit smooths down calluses fast. “The range is like a SPA revival for the feet and will appeal to loyal and new Manicare customers”, notes Toolin.

Sonic Mini became Manicare’s number one SKU in Priceline

Giving back to communities and charities has become an indicator of a company’s success and consumers are demanding that the brands they love have a passion and commitment to making a difference. Increasingly, companies are also becoming involved in programs and sponsorships unique to their brand identity. Lady Jayne has been a market leader in hair brushes and accessories for over 90 years, and is partnering with Hair with Heart, a Variety children’s charity.

The charity was founded 12 years ago and helps young girls who suffer from alopecia, says Toolin. “Other young people are encouraged to donate their hair to make wigs for girls who have lost their hair due to a medical condition. For every donor, 20 others are impacted, and the program has reached 100,000 youngsters over the past five years.

Lady Jayne is launching the Gold Double Bar Slide costing $9.99 in October and 100 per cent of the profit will go to Variety’s Hair with Heart campaign. The initiative is part of our goal to add heart to our smart brand strategy.”

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