5 STARS RETINOL EYE CREAM
Marketing: New Product Launch
Sunday Riley products are founded around 3 powerhouse ingredients: AHA, Vitamin C and Retinol. The latest addition to the family, 5 Stars Retinoid and Niacinamide Eye Serum, is the brand’s first retinol-based evening eye product, designed to plump the skin around the eye area and reduce the appearance of wrinkles and crow’s feet.
The gentle anti-aging treatment includes an innovative cooling ceramic tip applicator to soothe, smooth and nurture the eye area for overnight restoration.
The Sunday Riley morning routine highlights the award-winning Auto Correct Eye Cream as the final step before starting your day, however, the suggested evening regimen lacked its own eye product. Given the recent emphasis on the eye area due to mask-wearing and COVID-19, an innovation in the eye category and an extension in the retinol range seemed to fill the gap in the “complete evening routine” concept.
Launched in September of 2021, 5 Stars has been sampled by Allure Beauty Box and Caroline Hirons, and featured in several editorial articles including Allure, StyleCaster and InStyle.
Additionally, the eye cream won a Grooming Award with GQ for “Best Retinol Product” and went viral on TikTok after its launch.
All Eyes on 5 Stars
Services Provided
Advertising
Branding & Messaging
Consumer Research & Launch Strategy
Retention Marketing
Sampling Engagement
Web Copy Design & Layout