Launched in 2021, Vacation lept into the beauty scene with the promise to be “the world’s best-smelling sunscreen,” according to Lach Hall, one of the brand’s three co-founders. Its cheeky marketing, including ’80s Club Med-inspired ads, made it a fast favorite of consumers. This year, on March 5, the brand built upon its Ulta Beauty distribution by entering select Target stores, with a focus on high-volume doors near college campuses. In 2023, the brand achieved 200% year-over-year sales growth, and it’s projecting comparable growth this year. By the end of April, it will have launched six new SKUs in 2024. Privately held Vacation expects to do $40 million in sales in 2024. Below, an in-depth look at the brand’s strategies for staying fresh and innovating.
About us
Glossy is a daily publication exploring the intersection of fashion, luxury and technology. Launched in 2016 by Digiday Media, Glossy covers this intersection with sophistication, depth and honesty -- and a bit of fun. Digital is the impetus behind almost every decision right now: With online sales of luxury goods growing four times faster than offline, where brands spend their money and their resources has shifted as well, and Glossy will be covering it every step of the way.
- Website
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http://glossy.co/
External link for Glossy
- Industry
- Business Content
- Company size
- 51-200 employees
- Headquarters
- New York City, NY
- Type
- Privately Held
- Founded
- 2016
- Specialties
- Beauty
Locations
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Primary
26 Mercer Street
New York City, NY 10013, US
Employees at Glossy
Updates
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Glossy Pop has fastidiously reported on the tween obsession with skin care for months, examining the rise of brands that cater to the demographic, younger and younger girls’ beauty obsession vis-a-vis social media, the rise of Gen Alpha influencer-queen Katie Fang, and the Sephora tween brouhaha. On this week’s episode of The Glossy Beauty Podcast, we talk through all of it, including how these girls first became interested in beauty, what brands are resonating with them now, what products they’re allowed to buy and use, and what social media they consume and create. Listen to the full episode here: https://buff.ly/4bTAAfk
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Next Friday, July 26 is the last opportunity to save on entries to the Glossy Fashion & Luxury Awards. Don't miss the chance to showcase your company, products and campaigns in front of Glossy's global audience of industry leaders. https://buff.ly/467ueYE
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Breaking news from California: The alleged leader of an $8 million dollar cosmetics theft ring in San Diego has pled guilty. It's part of the California Highway Patrol’s Organized Retail Crime Taskforce program, which has recovered more than $41 million worth of stolen goods since the program launched in 2019. Glossy dives deep into the world of organized beauty crime here.
Private investigators and emerging tech are helping to crack down on beauty's retail crime
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Hailey Bieber on Pocket Blush and rhode skin’s further push into makeup 👀 “There’s real artistry makeup and then there are things that are more for everyday and easy-to-apply, [like a product offering a] flush of color. That’s what this is,” Bieber said of Pocket Blush, which comes in six shades and will sell for $24 each, like the rest of the brand’s products, via Rhodeskin.com. Read more: https://buff.ly/3S6DDK6
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This week, we talk about the surprise sale of streetwear brand #Supreme to luxury eyewear group EssilorLuxottica, which has no other apparel or fashion brands in its portfolio. Later, we talk about why Coperni Paris is hosting its Paris Fashion Week show at #Disneyland and how luxury brands including BALENCIAGA are making use of the poorly-selling Apple Vision Pro.
Week in Review: EssilorLuxottica buys Supreme, Coperni to show at Disneyland, Balenciaga tackles Apple Vision Pro
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As the digital landscape continues to evolve, brands are exploring new platforms to engage with their audiences and drive sales. Subscription-based newsletter platform Substack has emerged as a powerful tool for direct-to-consumer clothing brand Ciao Lucia. Founded by Lucy Akin, the L.A.-based brand has seen substantial sales growth from the channel, driven by organic mentions in popular newsletters like The Cereal Aisle by Leandra Medine. #substack In this piece by Zofia Zwieglinska, we also speak to Tom Garland of edition+partners.
Substack is boosting sales for young brands
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In this edition of the Glossy+ Research Briefing, we look at sponsored display ads on Amazon during its annual #PrimeDay sale, as well as findings from our newest installment of Glossy’s CMO Strategies series on display advertising.
Display ads on sites like Amazon drive brand awareness and customer engagement
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According to an NielsenIQ sales data set for April 2023 to April 2024, the celebrity beauty category is worth more than $1 billion. Color cosmetics and nail care made up more than half of these sales, with $561 million, followed by fragrance with $218 million, then skin care with $110 million. Hair care ranks fourth with $80 million in sales, but analysts say it’s the category with the most growth potential. “The celebrity hair-care category is smaller in size compared to cosmetics and skin care, accounting for 0.3% of total hair care whereas celebrity cosmetics accounts for 2.5% of total cosmetics,” analyst Anna Mayo, vp of beauty thought leadership at NIQ, told Glossy. “While it’s true that celebrity hair care is underdeveloped compared to other categories, that doesn’t mean that any celebrity-aligned hair-care brand will be a success.”
What does it take to win in the growing celeb hair-care market? Analysts weigh in
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Tomorrow, July 19 is the last chance to enter this year's Glossy Pop Awards, showcasing your company, products and campaigns among the most culturally relevant in the industry. Enter here: https://buff.ly/3W29616