Beauty brands embrace zines as an experiential offline moment

In the beauty industry, there is a constant arms race in the digital world to grab the attention of editors, influencers and clients. But some brands are taking advantage of offline opportunities in the form of zines to encourage quiet moments of engagement.

Zines are self-published mini-magazines, typically with a small distribution of physical copies and an emphasis on unconventional topics. Zines gained popularity in the 70s punk scene. But in the case of 2021 and the beauty industry, zines offer brands a slight opportunity to give customers an extra edge or get publications. on social media from publishers and influencers. For example, in March 2019, Selena Gomez’s Rare Beauty brand partnered with well-established zine All My Friends, and in August, when Rose Inc. launched, its direct mail featured a large-scale print zine. More recently, hair care brand Bread Beauty Supply and own makeup brand Saie have produced periodical zines to tell stories to influencers and publishers. Now both are expanding distribution to e-commerce customers.

Saie launched her third zine in September after sending out her first in Spring 2020. The zine’s theme is based on travel, to match the marketing of the new shades of Slip Tint tinted moisturizer, which launched on Wednesday. Slip Tint was designed to be suitable for travel. Entitled “Let’s Go,” the zine includes travel guides for four cities, including Miami and LA, as well as artistic illustrations and playlists curated by local DJs, with QR codes for easy access.

Laney Crowell, founder and CEO of Saie, previously worked for magazines like Elle and Lucky before devoting herself full time to beauty with Estée Lauder Companies. Suffice to say that the concept of zine was no stranger to Crowell. She wanted to focus on storytelling, given the brand launched in November 2019, shortly before the emergence of the Covid-19. He hasn’t been able to organize immersive events or face-to-face meetings as he originally planned.

Zines found widespread attraction in mid-2020 during the US forties as a form of creative expression, with many being “posted” on Instagram.

“We found that people were saving [our zines], that’s why we decided to have maps in this again. We’ve been thinking about the kind of things we hold onto once we [have] them, ”Crowell said. “All of the lifestyle elements all come back to the product in one form or another. It’s an editorial moment for us, as it’s just about engaging and bringing the product to life.

Crowell and Saie’s team think about the zines about two months before publishing them, and all the creative production is done in-house. For the September issue, Saie produced 1,000 zines. Five hundred have been sent to influencers, editors and brand friends, while the remaining 500 will be sent to the first 500 people who order the new Slip Tint shades.

For Saie, the zines also serve as a test for his next direct mail campaign, in October. It will reach 100,000 homes and is being developed internally. Saie is looking to find out how many people are accessing the QR codes in the zines, which link to the brand’s website and the current edition’s music playlist.

Bread Beauty Supply also produced an undisclosed number of zines (called “Daily Bread”) to be included in its press and influencer mailers in Australia when the brand launched in the spring of 2020. Maeva Heim, Founder of Bread Beauty Supply , said the idea was inspired. by a nostalgic morning routine of going to a bakery to buy fresh bread and have a morning newspaper. Bread reproduced the zine, with a different message, in June, when the brand launched its hair cream in the United States.In September, Bread produced another zine to coincide with the launch of two new products on Tuesday: a serum for the scalp for $ 28 and a mud mask for $ 34 via Sephora.

“It gave us the opportunity to tell people about the brand and the products, but also to include some personal touches,” Heim said. “What we found was that people were excited to share it on their [Instagram] Stories. People share products on their stories all the time, but to make the most tactile and fun element resonate with people.

For example, Heim said that a bakery owner saw the zine on social media and sent a request to Bread to send them a copy to post in the bakery. The zines included recipes, product-related crosswords, a note from Heim, and product tips. Bread plans to start including zines in e-commerce orders by November. It will also start adding more editorial elements, including images and interviews with brand ambassadors. And he will update the zines every few months to keep them up to date for customers.

“People, like editors and influencers, are so overwhelmed with the products, because everyone gets new products every day. It kind of helps reduce that noise and gives us the opportunity to get people to hold onto information, ”Heim said.


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