Winky Lux is launching 10 new products to kick off 2022, including a bakuchiol-infused In The Clouds Retinol Alternative and blue light protecting Digital Defense + Gelee Serum Concentrate.
"Get ready for roses, kittens, and earth-safe sparkles."
Global Cosmetic Industry recently connected with Winky Lux CEO Natalie Mackey to discuss trends, retail and more.
"We have two initiatives driving our 2022 launches," the executive explains. "The first is joy! We’re doubling down on delightful packaging (that’s also getting more and more sustainable). Get ready for roses, kittens, and earth-safe sparkles. Winky Lux has always been unapologetically 'extra' and we are holding fast to our roots. Our ingredient initiatives are about skin care/makeup hybrids."
She continues, "Our customers are going back into the world and makeup is seeing a big uptick. However, we’ve also had two years to care about our skin. New products like the prepping bakuchiol cloud serum (which you wear under foundation for a glazed donut look) bring skin care and color together."
"Our Winky Store strategy was halted by the pandemic in 2020 but, as it roars back to life, we have four additional Winky stores planned for the end of 2022 and 2023."
How is the brand reaching across channels? Mackey has this to say: "Our retail partners such as Target, Ulta and Nordstrom have been a major part of our growth for the last two years. They have been on the front lines of product discovery during the pandemic and we’ve connected with our customers there through sampling and disruptive displays."
Mackey continues, "Our experience store in Nashville has also seen tremendous growth as people look for engaging in-person experiences again. Our Winky Store strategy was halted by the pandemic in 2020 but, as it roars back to life, we have four additional Winky stores planned for the end of 2022 and 2023."
"If they [shoppers] are leaving the house, it should be for something fabulous."
She adds, "While many of our customers have returned to in-person shopping they are reporting to us that they’re visiting fewer stores per trip. If they are leaving the house, it should be for something fabulous. We are bringing the 'wow' moments that they could previously only find in our experience store to inspiring displays inside Target and Ulta. In addition, we are investing in entertaining education that helps the customer feel confident trying something new and fun."
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In The Clouds Retinol Alternative’s main ingredient is bakuchiol, a plant-based retinol alternative. It also contains vegan collagen, Kakadu plum and cloudberry extract. It is intended to renew skin and support a bright, even-toned complexion.
Digital Defense + Gelee Serum Concentrate uses marine actives to defend against blue light rays from digital screens. It also contains caffeine, vitamin F with linoleic acid, mango and banana fruit extract.
Some of the other Winky Lux launches include Orange You Bright Serum infused with vitamin C, Daydream Clarifying Serum formulated with capryloyl salicylic acid, Catne Pimple Patches with hydrocolloid and re-launches of its Extravalash and Cheeky Rose Highlight.
The Mini Skincare Starter Set includes travel sizes of the Mini Petal Cleanser, Mini Orange You Bright Exfoliator and Mini Dream Gelée and a travel-friendly reusable clear bag.
All the new products are available at winkylux.com.