Written by Featured Writer: EdAnne Rowe-Taylor
Patrick Starrr, one of the most iconic YouTubers of our generation, launched his popular beauty brand ONE/SIZE in July 2020 and has continued to grow in success.
This September Patrick Starrr’s Turn Up the Base Full Beat Liquid Foundation got “leaked” by Glamzilla, a beauty influencer with 2.5 million followers, which created hype around the upcoming launch. A few days later, Starr posted an Instagram reel of him on his phone with the caption "POV:
your next product gets leaked again while you’re filming the announcement."
Before Glamzilla leaked the foundation, Trend Mood had posted a sneak preview. This is great marketing because there is no way they would have been able to leak it. After all, brands will have you sign a contract not to leak the product until they are ready so getting them to "leak" the products will garner consumers' interest.
Brands such as Fenty have done it, as well as Charlotte Tilbury who sent empty PR packages to some influencers teasing that "someone must have stolen the lipsticks."
The packaging is a soft matte glass bottle with a red that is the signature color for ONE/SIZE. After posting the reel, Patrick released the date of the foundation after he sent PR to different content creators to showcase the foundation. This helps the audience know if the product will be for them or not.
Having a diverse range of people and skin types resonates with younger Millennials and Gen Z who care deeply about diversity and social issues. However, there has been some controversy regarding the PR, and may influencers have been sent the wrong shade. This has sparked beauty drama pages to wonder if this was done on purpose to garner hype for the foundation as there have been many foundation releases from other popular brands.
The foundation is priced $44, and you can buy at Sephora and on the brand's website.
Key Product Stats:
Diverse Shade Range: The foundation has an impressive range of 38 shades, making sure everyone is included and catering to a wide range of skin tones, which is crucial in today's beauty landscape where diversity is a priority
Full Coverage Formula: Responding to consumer demand, this foundation revives full coverage to the market. It aligns with the evolving preferences of beauty enthusiasts who are moving away from minimalistic makeup looks and craving bold, fuller coverage finishes.
Expert Development: Created by Patrick Starrr, a popular YouTuber and licensed aesthetician, the formula is created with a deep understanding of different skin types and conditions, reinforcing the credibility of the product within the beauty community.
Clean Ingredients: 16 clean ingredients, meeting consumers growing need for clean beauty products, even in a full coverage context, appealing to health-conscious buyers.
Soft Matte Finish: The soft matte formulation addresses current market trends, offering the coveted look of a skin tint while providing the coverage needed for full glam, making it versatile for a wide range of applications.
Thixotropic Formula: The innovative thixotropic nature requires users to shake the bottle to activate the formula, reminiscent of a ketchup bottle, which adds a unique interaction element for consumers.
Market Trends Alignment: As the beauty industry shifts back toward bold makeup aesthetics, driven by cultural influences such as the Mob Wife aesthetic, this foundation positions itself strategically to cater to this resurgence.
Marketing Strategy:
ONE/SIZE'S rollout for its new Full Beat Liquid Foundation highlights how to create buzz and maintain consumer interest in a saturated beauty market. The campaign smartly leverages key marketing channels and industry influencers to position the product effectively.
Here's an overview of the key strategies employed:
Influencer-Driven Leaks By involving high-profile beauty influencers like Glamzilla and Trend Mood, One Size effectively "leaked" the product ahead of its official launch. These intentional leaks sparked curiosity and conversation within the beauty community, building hype. This method of controlled pre-release information stimulates organic content creation, driving consumers to seek more information on the product before its official announcement.
Social Media Engagement
Patrick Starrr utilized Instagram Reels, one of the most engaging forms of content on social media, to deliver the news with a personal touch. The playful caption, “POV: Your next products get leaked again while you’re filming the announcement,” cleverly engaged his audience while feeding into the ongoing leak narrative. Platforms like Instagram, YouTube, and TikTok remain at the heart of the campaign, allowing the brand to connect with a tech-savvy audience through short-form, shareable
content.
PR Packages to Influencers Sending PR packages to a diverse range of content creators with varying skin types helped demonstrate the foundation’s inclusivity. This tactic is especially important for beauty brands aiming to reach the Gen Z and younger Millennial audience, who prioritize diversity and want authenticity in their product choices. Although there was controversy about influencers receiving incorrect shades, this mishap may have inadvertently amplified awareness, keeping the product in the spotlight and fueling further discussions.
Focus on Inclusivity
Having a 38-shade range is not just a product feature but a core element of the marketing narrative. ONE/SIZE targets an audience that values representation and diversity, aligning the product with broader cultural conversations around inclusivity. This narrative not only builds trust with consumers
but also highlights the brand’s commitment to social values.
Emphasis on Full Coverage in a Changing Market The foundation’s full coverage formula stands out in a market that has recently leaned towards clean girl makeup. ONE/SIZE capitalizes on the return of heavy glam and bold makeup aesthetics, which are currently trending due to cultural shifts like the rise of the Mob Wife Aesthetic. By positioning the foundation as both full coverage and lightweight, ONE/SIZE taps into the desires of consumers looking for a product that balances glamour with comfort.
Sephora & Direct-to-Consumer Sales With the product available at Sephora and the ONE/SIZE website, the brand covers both retail and direct-to-consumer sales strategies. Partnering with a global retailer like Sephora ensures broad visibility and access, while maintaining a direct sales channel allows ONE/SIZE to control its
branding and customer engagement more intimately.
Strategic Timing The foundation’s release date was set for September 24, 2024, allowing for a well-paced rollout of information and PR packages. This helps people to see of the product is for them and get to research what they shade they could be before purchasing. The timing aligns with the seasonal shift to fall when consumers typically seek out more full-coverage and long-lasting makeup products.
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