From pop-up shops and packaging overhauls to strategic influencer alignments, beauty and personal care brands used September to launch a variety of consumer-facing campaigns.
This CosmeticsDesign roundup features a selection of the month’s standout marketing activity.
Lush brings bakery-themed body care to life with NYC pop-up
Lush Cosmetics opened its “Café Gourmand” pop-up in Manhattan’s West Village on Sept. 19, transforming a storefront into what the brand called a “sensorial delight” inspired by its fall Café product range. Visitors were invited to “taste with their noses,” according to the company’s release, with bakery-themed products, such as Sticky Dates Shower Gel and Sweet Wild Orange Hand Balm, featured.
“We wanted to capture the feeling of walking into a neighborhood café — warm, inviting, and a little indulgent,” Lush said. The activation is part of the brand’s ongoing commitment to immersive retail and fragrance-led storytelling, and it also offers a physical platform for Lush’s scent-forward fall lineup during a high-traffic season.
Curlsmith launches “It’s a Curl’s World” campaign and brand refresh
Curlsmith unveiled “It’s a Curl’s World” earlier this month, a brand refresh that includes updated packaging, a revised product system, and two new stylers. The campaign, which Curlsmith described as “a new era of confidence, community, and curl empowerment,” is built around feedback from existing customers.
“Following our launch in 2018, we had rapid growth and built significant innovation which resulted in us having lots of ranges which were getting complicated to shop,” said Vicky Metcalfe, senior marketing director, in the company’s press release. The updated system is built on a four-step structure (wash, condition, leave-in, and style) and is intended to make routines easier to follow.
Alongside the campaign, the brand introduced Awestruck Definition Cream and Moisture Memory Release, both featuring hydration and frizz control claims backed by in-house testing.
Maybelline features Ilona Maher in Super Stay Matte Ink campaign
Maybelline New York has partnered with U.S. Olympic rugby player Ilona Maher for its latest Super Stay Matte Ink campaign. Known for her athletic background and online presence, Maher is the focus of a new push around long-wear lip color, blending sports culture with beauty.
“This campaign is about redefining what it means to be powerful and feminine,” the brand said in its announcement. Maher’s appearance is part of Maybelline’s broader strategy to align its messaging with figures who reflect both durability and individuality.
The campaign also builds on the brand’s continued use of athlete and influencer crossovers to connect with younger consumers, including its partnerships with the Women’s Lacrosse League (WLL) and World Wrestling Entertainment (WWE) announced earlier this year.
Garnier leans into parody with “Water Works” micellar campaign
Garnier launched its “Water Works” campaign in early September, using fictional influencer characters and melodramatic scenarios to promote its micellar water line. The campaign mimics the tone of reality TV breakdowns, showing exaggerated tearful moments that are ultimately “cleansed” with Garnier micellar products.
“When the drama ends, Garnier begins,” the company’s press release reported. The brand said the concept is intended to “highlight the product’s gentle yet effective cleansing power while tapping into viral entertainment trends.”
TRESemmé returns to NYFW with backstage activation and content studio
TRESemmé marked its 19th year as an official sponsor of New York Fashion Week with a continued backstage presence and expanded content programming. The brand supported runway hair styling at multiple shows and hosted its TRES Lounge experience, a space for stylists, influencers, and media.
“We are proud to continue our legacy of celebrating self-expression through hair on one of fashion’s biggest stages,” said Jessica Grigoriou, Brand Director, in the announcement. The activation is part of TRESemmé’s ongoing alignment with professional styling and fashion-driven marketing.
Content generated during the week will feed into the brand’s seasonal campaigns across digital platforms, the company confirmed in its press statement.
method Haircare releases “The Shift” campaign centered on personal transformation
method Haircare debuted “The Shift”, a new campaign focused on hair as a reflection of self-discovery and change. The video-led campaign features real people sharing personal stories in a documentary format, underscoring emotional ties to hair and appearance.
“Hair is more than just hair,” the brand stated in its press release. “It’s a powerful form of self-expression and transformation.” The campaign is also positioned to support method’s identity in the clean and minimalist hair care space, with an emphasis on inclusive casting and lifestyle alignment.
Sally Beauty and DoorDash rollout same-day delivery service nationwide
Sally Beauty has partnered with DoorDash to expand its delivery capabilities, offering same-day service in over 1,100 cities across the U.S. The rollout coincided with the retailer’s fall product drops and includes seasonal categories for color, care, and self-care.
“We’re meeting consumers where they are and giving them access to their favorite beauty essentials when and where they need them,” said Maryann Herskowitz, SVP of merchandising at Sally Beauty in the company’s press statement. According to the company, the partnership supports ongoing efforts to enhance digital convenience and compete with mass retailers offering accelerated fulfilment.
