Bobbi Brown is hitting refresh as the 25-year-old old company rolls out a new marketing and influencer strategy in order to attract a new generation of customers.
Starting with a reported seven-figure investment in a global influencer campaign — designed to push a lower priced lipstick range — Bobbi Brown & La Mer global president Sandra Main has said that while “we’re not changing our philosophy,” the brand will “be doing four to five times the investment in influencers and digital activations — starting now.”
To promote the new lip product — a $US29 lipstick that feels like a balm — Bobbi Brown flew 25 globally known influencers to New York for three days of celebrations.
The new product is priced around 17 per cent less than other luxury lip products, with Main explaining that the price point is designed “to appeal to a younger customer where they shop, with an emphasis on multi brand specialty stores,
“The average age of Bobbi Brown’s consumer is 38, but [I] hope these launches skew more toward an 'older Millennial,' or someone in their late 20s to 35 years old.”
