When it comes to makeup, the number #1 rule we’ve been taught is to never sleep in it.
But Youthforia is flipping the script — with success.
The Shark Tank pitched cosmetics brand recently unveiled its new Date Night Skin Tint Serum that they claim is “safe to sleep in.”
And since its launch on August 20th, this “glass skin” foundation’s hashtag has been trending on TikTok.
Aside from its attention-grabbing name, let’s delve into the genius behind Youthforia’s go-to-market strategy for this product’s introduction.
To garner launch excitement, Youthforia posted an Instagram video featuring its founder, Fiona, who explained this product’s inspiration — the long-wearing foundation she wished she had for the first date with her now-husband. It’s an emotionally captivating story many women can relate to.
Youthforia’s socials also featured videos of the foundation being tested on real people, influencer-generated content, before and afters, and helpful videos to assist with DIY shade matching.
In addition to unveiling the behind-the-scenes-curtain for consumers, Youthforia held “date night” themed influencer parties — one in New York and a second in Los Angeles.
While its formula contains 68% skincare ingredients like hyaluronic acid, allantoin, and centella asiatica, and it also doesn’t contain silicones or fragrance — derms may still not advise to actually sleep in this foundation.
Regardless, we believe Youthforia’s launch strategy was 100% date night worthy.
What do you think about this launch?
Cosmetics
Foundation
Makeup
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