Meaningful Beauty is getting a Millennial makeover after 13 years on the market.
Cindy Crawford’s Guthy-Renker-owned skin-care brand, developed by her own cosmetic doctor, Dr. Jean-Louis Sebagh, is unveiling new packaging and four new stockkeeping-units with modernized formulas next month. While one product — a serum — contains an update to the brand’s proprietary French melon ingredient, another product — a day moisturizer — offers protection from environmental pollution, including damage caused by infrared and blue light coming from smart phone, computer and television screens.
Abandoning its traditional, infomercial-first rollout schedule, Meaningful Beauty will launch the new collection in Ulta Beauty stores on Aug. 20, followed by Amazon and QVC and then a new infomercial in September. Guthy-Renker has already begun rolling out a digital and social media campaign targeted at the 25- to 34-year-old demographic.
Meaningful Beauty’s new products.
Crawford told WWD the update was initially about getting the latest technology to brand’s the core customer base — 35 and up, with a big percentage in the 45-plus range. But the products also work for the selfie generation.
“The main mission is to keep Meaningful Beauty users we’ve had for more than 10 years now. We’ve earned their trust already, but…I’m getting older and as