BeautyStat Launches New, Gen X Moisturizer
The Peptide Wrinkle Relaxing Moisturizer is targeting both new consumer needs and new consumers, said founder Ron Robinson.
BeautyStat, the skin care brand founded from a single vitamin C product in 2019 that boasts multiple patents, is venturing into peptides with a new moisturizer aimed specifically at Gen X.
The brand will launch Peptide Wrinkle Relaxing Moisturizer, $72, on Ulta Beauty's website on Jan. 22 before rolling out to brick-and-mortar doors next month.
“I look at the market from a need gap perspective. Where are the biggest needs consumers are trying to address and then what ingredients are really going to address them? It's often the gold standard ingredients like vitamin C,” said Ron Robinson, a cosmetic chemist and founder and chief executive officer of BeautyStat. “I don't want the consumer to have to trade in anything, we should be able to maximize the benefit of an ingredient or combination of ingredients with no compromises. That's my approach.”
To that end, the product includes neuropeptides such as argireline 2.0 and a 22-amino acid peptide, glucosamine, hyaluronic acid and polyglutamic acid. The product is meant to reduce the appearance of fine lines and wrinkles and increase skin elasticity.
Industry sources estimate the product will surpass $5 million in sales for its first year on the market. Though executives didn't comment on the estimate, they did say the product was positioned for a new customer base.
“The industry has always wanted women to look younger and even with the term ‘antiaging,' it hasn't been as inclusive. We want to shine the spotlight on Gen X,” said Yaso Murray, BeautyStat's chief marketing officer. “The campaign is about the Gen X customer, and we are all challenging the narrative on aging. We also have an emotional claim with this product. Eighty percent of customers felt happier with their skin now than they did five years ago.”
BeautyStat currently has a moisturizer that targets younger consumers, called Probiotic 24HR Moisture Boost Cream. “Our research and development architecture is such that we have the younger consumer, we have the vitamin C core business that reaches all customers, and we're now targeting Gen X with this launch,” Murray continued. “We needed a high-tech, advanced antiaging product to cater to her needs.”
The accompanying campaign, called “The Beauty of Now,” will also feature
Gen X influencers. As reported, Gen X and Baby Boomer influencers have grown audiences across social platforms.
“Consumers want to see themselves. We have the technology, we have the results, and this is our first time we're shining a spotlight on this customer that's Gen X, 50-plus,” Robinson said. “The story we're trying to tell is that she can be aspirational as well. I don't need to aspire to look 30 or 40, but we can have aspirations of looking great in our 40s, 50s and beyond.”
Penny Coy, vice president of merchandising at Ulta Beauty, said,
“As the nation's largest beauty retailer, we're proud to be a destination where all guests can see themselves reflected in the products we offer and their needs met at every stage of their beauty journey. The new Peptide Wrinkle Relaxing Moisturizer is a product we know they will love, as it celebrates the beauty of aging, instead of masking it.”