Most new products need to see substantial sales lift in the first couple of months on-shelf or they risk being delisted by the retailer. Consequently, the marketing strategy behind new product launches is particularly important for the success of that product. Influencers help create pre-buzz and maximize other marketing efforts like demos or FSI’s during these launches.
Maybelline launched its new Falsies Push Up Drama mascara at Walmart. The full distribution launch strategy included in-store displays.
Beauty influencers created beauty tips, tricks and hauls to drive traffic in store, promoting the display and highlighting the new product.