According to Jamie Glassman, CEO, One Click b.eauty, NY, “We are seeing a big shift to anything above the mask line for makeup. Eye cosmetics including shadow, liner, mascara and brow are all popular categories. We are also seeing a trend in finishing mists and non-transfer finishing products as people do not want to see their makeup all over their mask at the end of the day.”
One Click b.eauty, a new indie cosmetics brand launched in April 2020 that celebrates “empowerment” with accessible, high-performance beauty kits, debuted at a time when people are in need of a daily pick-me-up.
This digitally driven indie brand aims to provide a quick, easy, confidence-boosting beauty ritual with on-the-go (or on-the-stay) color cosmetics for anyone seeking ease and affordability—each kit will retail for $24. The company sells two b cruelty-free lip and eye kits—b.active and b.seductive.
On its launch day, One Click b.eauty rolled out a social campaign—#FaceTheWeek. According to the company, this small act of self-love and self-care is at the brand’s core as it is aligning with organizations that support and empower women in everyday life via a "buy-one-give-one" donation effort for kits sold on Amazon this summer.
It hasn’t been easy for makeup marketers the past few months, but technology has been helpful. Glassman observed, “Like every other industry, the cosmetic industry has had to shift and adjust to the new world we are living in. At the start of COVID, people were certainly wearing less makeup and we saw this reflected in the sales numbers. Without anywhere to go people took a break from their daily makeup routines.”
Glassman is no stranger to the beauty business. As chief executive officer of makeup brand incubator Mubic in New York City, her company is dedicated to launching innovative, inspirational, high-quality brands. She started her marketing career at L’Oréal USA where she built global, sales-driving campaigns for powerhouse brands such as Maybelline, Essie and Garnier skin care. Mostly recently, Glassman served as senior vice president of marketing and ecommerce at Rituals Cosmetics before joining Mubic in her current role.
Mubic accelerates beauty brands through non-traditional channels of distribution by providing a single access point for deep category knowledge and manufacturing relationships. Glassman led strategy for Mubic’s debut brand launch with Amazon.
“For the first time in a long time, the industry had to shift communication and be extremely sensitive to what was happening around them. The role of the influencer was and still is being reevaluated as is how and where we communicate with potential consumers. We saw the hesitation from brands to communicate with consumers across many industries not only beauty as was reflected in the fact that media viewership was up but ad spend was down across the board,” she said.
Glassman added, “As things have started to open up and people are going outside more, we are seeing a shift back toward makeup. Subtle looks will be the first to come back and then we expect to see more drastic eye looks become popular as people start to go back to some of their routines but in a mask. Shoppers have turned to online outlets for their beauty needs.”
Amazon has been well positioned to take market share and gives consumers exactly what they need from an online beauty shopping experience including lots of content, reviews, great pricing and easy returns, she added.
Glassman said she is grateful to have a partner like Amazon during this changing time and added “that while the shift to shopping for color cosmetics on-line was forced in some ways by COVID it is a trend that will continue long after stores open up again.”