Beauty Pie recently unveiled its most advanced anti-ageing innovation to date: the Youthbomb Extreme Retinal Triple Renewal Serum, launched alongside an ambitious 360° campaign.
To explore the new launch, accompanying pop-up, and wider campaign, TheIndustry.beauty caught up with Beauty Pie’s Chief Marketing Officer, Shira Feuer.
Developed in collaboration with a US-based, triple board-certified dermatologist, the new Youthbomb Extreme Triple Renewal Serum is an overnight treatment formulated to improve skin texture and enhance firmness, based on clinical testing results.
Formulated to reduce the appearance of fine lines, blemishes, and pigmentation, it also promises to smooth and brighten the skin, support the skin barrier, and help extend the youthspan of skin cells.
“The goal was to create the strongest retinoid possible without a prescription, while being gentle on the skin – which is no easy feat,” explains Feuer.
“Our team put a lot of work into developing this triple renewal complex. It is a phenomenal product that we are excited about and a great complement to the existing Youth Bomb range, which is already our most advanced anti-ageing collection.”
To celebrate this latest product launch, Beauty Pie – a digital direct-to-consumer brand – is expanding its approach with a multi-channel campaign aimed at engaging members beyond the screen.
Launched under the banner ‘Your Future Self Will Thank You’, the campaign featured an immersive pop-up and a new out-of-home (OOH) advertising push across 80 Transport for London stations.
The centrepiece of the campaign is the Youthbomb London Lab, which ran from 11-13 September at Carnaby Street in London, offering a “behind-the-scenes look” at its new launch and wider range.
“We’re a digitally native brand – that’s our bread and butter – but we really wanted to bring this to life in an omnichannel way,” highlights Feuer.
“We thought a pop-up would be perfect because there’s a lot of education needed around retinoids. While digital is amazing, of course, nothing compares to touching, feeling, and being there in person. Having all of our experts from the NPD team on-site to interact with our customers and members makes a huge difference.”
“Being on Carnaby Street is iconic, and this launch is a big deal. We thought a pop-up would be the perfect way to make a loud statement about it.”
With its latest out-of-home campaign, Beauty Pie seeks to offer its community a closer look at the expertise behind its anti-ageing formulations.
“The idea is that you should be able to invest in your future skincare without having to break the bank.
“We really wanted to highlight the benefits of this brand-new product, as well as Youth Bomb as a collection, because we believe it deserves its moment too.”
“There are two main goals. First, we want to educate our audience about retinoids, which can be really overwhelming and complicated. That’s a big reason why we wanted to do something in person – so customers can speak one-on-one with experts. Second, we want to get more of our members educated about Youth Bomb as a collection,” she adds.
“In terms of measuring success, we’re looking at how people engage here – how many come, how they interact with the content, the kind of coverage we receive, and of course, adoption of the products in the collection as a whole. But for us, this is about more than just sales. It’s about truly educating our audience on something that can be quite complicated.
“A big part of our brand’s mission is making these types of products accessible to people who might otherwise not be able to access them due to price barriers. We believe we have an opportunity to introduce really high-quality, premium skincare to a wider audience – because everyone should be able to afford it.”
Founded by Marcia Kilgore in 2016, Beauty Pie has shaken up the market with its membership-based model, offering luxury-quality cosmetics at transparent factory prices.
Feuer joined Beauty Pie as a consultant last year and was appointed Chief Marketing Officer earlier this year. She brings extensive experience to the role, having previously served as CMO at Trinny London.
Reflecting on her experience so far, Feuer said: “It’s been amazing. We’ve accomplished so much. I think the vision of this business is incredible, and I’m really excited to help shape that story.
“We have so many amazing products and so much to talk about. It’s really about thinking how to get people excited about the brand, but also specifically how to get them engaging with the products so they understand why a Beauty Pie Plus membership makes a lot of sense. And if you do the math, it really does.
“Things have been going really well. We’ve done a lot of product launches already, and this is the biggest one so far this year. We’ve deepened our relationships with dermatologists like Dr. Turgano, makeup artists, and many other experts in the industry. We’ve also made some great hires, so the team is really starting to gel.
“I’m incredibly proud of the work the team has done so far. There’s still lots more to do, but in a relatively short time, what the team has produced has been pretty incredible.
“This launch is the most exciting thing yet, but we have a lot more coming. I’m excited for you to see what’s next!”
