Marketing in the News - Black Belt in Beauty
Okay, I’ll admit it! As a woman in today’s TikTok run media world, I often find myself lusting after the ever changing fashion trends and shiniest new makeup products (and no, they usually aren’t that revolutionary). With hurricanes of online advertisements and the limitless product availability on Amazon and the like, brands and companies compete at an unprecedented level. I’ve seen tactics at play in the war for success first hand, and likely haven’t been the only one to think, “Huh, what made them do this?”
With that question in mind, I was intrigued by an article when perusing the website for Glossy, a media brand with a focus on the beauty and fashion industry. The title begins, “How Tower 28 uses collaborations to grow its community and tell its story.” Tower 28, a beauty and skin care brand founded by LA native, Amy Liu, has been flourishing in the industry since its birth in 2019. Within the first year of the company’s debut, its product line was available at Sephora (sort of the Imperial Queen of beauty retailers, to clarify the significance). Glossy author Sara Spruch-Feiner dives into the behind-the-scenes strategy of this remarkable success.
The author begins by diving into the star tactic, as mentioned in the title, Tower 28’s collaborations. The newest limited edition product line hit the market January 6th, 2024, “Tower 28 x Kung Fu Panda”. Before you ask, yes, the collaboration really is with DreamWorks animated movie, Kung Fu Panda. In accompaniment with this drop, the brand released a Lunar New Year-themed line, all set to be available on March 8th. I’ll take the liberty to assume I'm not the only one wondering why a makeup and skincare brand is partnering with an animated kids movie, but there appears to be a method to the madness. The author states, “Since it launched in 2019, Tower 28 has collaborated with [over 20 different] brands including healthy snacks brand Deux, piercing brand Studs, wearable blanket brand The Comfy and athleticwear brand Set Active, among others.” Though some of these make more sense than others, it’s clear the objective isn’t to go for what you'd think of as logical. Spruch-Feiner continues, “CEO and founder Amy Liu said she aims to collaborate with like-minded brands, driven by her belief in collaboration over competition.”
The article goes on to quote Liu, “Collabs are a beautiful way [for brands] to cross-promote and access each other’s audiences.” This approach seems to go directly against the grain of the competitive market and instead follow a team-work driven plan, as the saying goes, “Working together is success.” In addition to driving sales, these collaborations work as a vessel to emotionally connect with consumers. The Glossy author adds, “these collaborations often double as fundraisers supporting a related cause.” This seems to open a door of limitless opportunity in connecting demographics across the board with their mission. This pairs perfectly with the company’s value proposition, identifying itself most prominently as a community, rather than a brand. As mentioned on their website, “Tower 28 is named after a real lifeguard tower in Los Angeles. For us, it's a literal sign of safety and community, healthy fun, and clean living.”
Times have changed, and the marketing and advertising world must evolve with it. Brands, companies, and innovators have to think outside the box in constant new ways to keep up. Beauty brands, for example, must find ways to stand out against the roaring sea of competitors offering the same products. Whether or not you’re a fan of a Kung Fu Panda lip gloss, Tower 28 has a revolving door of unexpected ideas, and expands their buyer persona to encompass beyond their typical consumer. Maybe you're not someone who normally would purchase a sparkly eyeshadow, but you might be a fan of the movie on the packaging, or the cookie brand that posts the palette on instagram. Perhaps you’ve grown tired of seeing advertisements telling you to buy something, and see a refreshing opportunity: with Tower 28, you can join a community in donating to a cause, and happen to get a lip gloss in return.
Who am I to argue, but in my humble observation, it seems that creating a recognizable brand geared towards a strong consumer base may have more success in the longevity of a company like Tower 28. In comparison to the tried and true brands that have remained relevant since our grandmothers were buying their first mascara, the collaborations can seem like a gimmicky, quick grab. With that being said, Amy Liu’s kingdom has been a constant hit, and the creativity that has been seen so far may carry through the test of time.
Overall, this research has brought forth so much insight into what goes on behind the curtain in the marketing world. To find success, it's necessary to be a rainbow fish in a sea of minnows. Though I wasn’t swayed into purchasing a Kung Fu Panda product, I have a new appreciation for the silly, fresh, and memorable ideas cultivated by Tower 28.
https://www.tower28beauty.com/
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