Marianna Hewitt's launch of Summer Fridays marked a turning point in skincare. With a focus on clean ingredients and community engagement, the brand quickly gained attention, especially with the Jet Lag Mask that became a viral hit. Their minimalist packaging and social media strategy enhance its appeal, making each product share-worthy. Summer Fridays consistently expands its line, catering to busy lifestyles while listening to consumer feedback for innovation. Recognized for quality in the beauty industry, the brand keeps building consumer loyalty. Discover more about their journey and success, and see how it continues to shape the skincare landscape.
Key Takeaways
- Marianna Hewitt co-founded Summer Fridays with Lauren Gores Ireland, leveraging their social media influence and passion for beauty.
- The Jet Lag Mask, launched in 2018, quickly became a best-seller and showcased the brand's commitment to clean ingredients.
- Summer Fridays employs a digital-first strategy, utilizing social media and crowdsourcing for product development and community engagement.
- The brand experienced significant market growth, with a 173% increase in searches and over 2 million products sold since its launch.
- Summer Fridays has garnered multiple awards and recognitions, including the Brand of the Year at the 2021 Beauty Design Awards.
Founders of Summer Fridays
Launching a successful skincare brand, Marianna Hewitt and Lauren Gores Ireland turned their shared passion for beauty and social media into Summer Fridays. Meeting in Los Angeles, both founders had similar backgrounds in broadcasting and blogging. They started their blogs just as the medium was evolving into a full-time career, allowing them to transition from traditional television roles to leveraging their growing social media followings. With Marianna boasting over a million followers, they quickly became recognized voices in the beauty community.
Managing roles within the company while balancing personal lives, Marianna and Lauren tackled everything from international sales to customer service in the early days. As their brand grew, they learned to trust their instincts and prioritize quality over speed, ensuring that each product met their high standards before launch. Their experience in media engagement helped them effectively communicate their brand story to a wider audience.
Time management posed challenges, but they thrived on the creative freedom and impact they'd on their community. By focusing on gentle yet effective skincare products and engaging their followers in brand direction, they cultivated a unique identity. Their emphasis on confidence and authenticity in beauty resonates deeply, setting Summer Fridays apart in a constantly evolving industry.
Launch of the Jet Lag Mask
After establishing a strong foundation with their passion for beauty and social media, Marianna Hewitt and Lauren Gores Ireland introduced the Jet Lag Mask on March 7, 2018. Launched exclusively with Sephora, this innovative product became a hit, ranking as the number-two best-selling face mask within just days. Its formulation, featuring clean ingredients like niacinamide, glycerin, and hyaluronic acid, hydrates and nourishes your skin, making it perfect for an instant glow. You can use it as an overnight mask or a quick 10-minute treatment without rinsing, making it incredibly versatile.
Hewitt and Ireland effectively tapped into their Instagram following, creating excitement through promotions like a raffle for launch party tickets. The mask quickly sold out, with impressive sales averaging one unit every two minutes. Users flooded social media with overwhelmingly positive reviews, praising its efficacy and ease of use. The chic aluminum packaging and pastel colors added to its appeal, making it a favorite on platforms like Instagram and TikTok.
With its National Eczema Association Seal of Acceptance™, the Jet Lag Mask rapidly gained a cult following, solidifying its status in the beauty community. Additionally, its rapid rise to fame was fueled by its recognition as the number-two best-selling face mask at Sephora within a week of launch.
Product Line Expansion
With an eye on innovation and customer needs, Summer Fridays has significantly expanded its product line since the debut of the Jet Lag Mask.
You'll find new additions like the Jet Lag Hydrating Mist and Deep Hydration Serum, which enhance the original line. The Mist, featuring glycerin, squalane, and soothing aloe leaf juice, works as a spray-on toner or a refreshing boost throughout your day. It's perfect for post-cleansing or layering over makeup.
The Deep Hydration Serum, with its jelly-like consistency, provides a texture-smoothing experience, making it a must-have in your morning and evening routine. Both products aim to provide hydration and soothe the skin, further solidifying the brand's commitment to effective skincare.
Over the past six years, the brand has ventured into lip care, suncare, hybrid makeup, and body care, introducing products like the CC Me Serum and Lip Butter Balm.
You can also enjoy the new eye cream in the Jet Lag line. Each product is crafted with gentle yet effective ingredients, focusing on hydration and overall skincare enjoyment.
With formulations designed to fit seamlessly into your busy life, Summer Fridays makes it easier than ever to achieve real results and feel pampered in your daily routine.
Market Growth and Impact
How has Summer Fridays managed to carve out a prominent space in the beauty market? The brand's impressive 173% increase in searches in 2024 reflects its rapid ascent as a rising star in the industry. Viral products like the Jet Lag Mask have captured consumer attention, driving significant visibility. With over 6 million annual queries, it's clear that people aren't just interested; they're engaged.
Summer Fridays excels at building community and loyalty through events and active social media interactions. The founders leverage their influencer backgrounds to foster genuine relationships with consumers, making them feel valued. This connection is reinforced by their commitment to clean beauty and a minimalist aesthetic, which resonates with modern consumers. As consumer interest in clean beauty products continues to grow, Summer Fridays is well-positioned to capitalize on this trend. Their dedication to transparency and sustainability in their product formulations also sets them apart in the crowded beauty market. The brand’s success in building a loyal community and harnessing the power of social media serves as a prime example of reasons to start a beauty brand. With their innovative approach and strong consumer connection, Summer Fridays is poised to continue thriving in the clean beauty space.
Strategic investments, notably from TSG Consumer Partners, are set to fuel global expansion and innovation. This support will help Summer Fridays penetrate markets like Europe, enhancing its operational capabilities.
In a crowded beauty landscape, the brand stands out for its effective formulas and focus on consumer experience. By staying true to its vision, you can see how Summer Fridays has established itself as an authority in skincare, paving the way for long-term success.
Crowdsourcing for Development
Building on its strong market presence, Summer Fridays takes an innovative approach to product development by harnessing the power of crowdsourcing. You can see this in how the brand actively engages with consumers through social media and blogs. By encouraging followers to provide feedback and suggest product ideas, they identify market gaps and desired features. This interactive feedback loop fosters a sense of community, making fans feel involved in the brand's journey. Engaging with consumers in this way mirrors the principles of holistic development, emphasizing the importance of understanding diverse needs. Additionally, this approach aligns with the concept of high vibrational energy, as it cultivates positive interactions and mutual support within the community.
The collaborative product creation process shines through their first product, the Jet Lag Mask, developed from understanding consumer needs through direct interactions. Ingredients and features are selected based on preferences shared by the community, ensuring that products meet specific standards and desires. Volition Beauty employs a streamlined process that allows for rapid product development, which aligns with the community's demands. The emphasis on continuous learning further enhances the brand's ability to adapt and innovate based on consumer feedback. Additionally, this method exemplifies how social connections can drive collective innovation and engagement within a brand community.
You'll also notice how Summer Fridays motivates participation through events and giveaways, like launch party raffle tickets. This sense of ownership encourages you to engage more, as recognition from the brand fuels your desire to contribute.
Brand Strategy and Values
Summer Fridays embodies a brand strategy centered around simplicity, community engagement, and visually appealing aesthetics. The minimalist packaging and consistent visuals create a recognizable identity that resonates with consumers.
You'll find the brand's products, like the Jet Lag Mask, designed to be Instagrammable, making them a favorite among social media users. This travel and self-care theme not only enhances the product's allure but also aligns perfectly with your lifestyle.
In response to challenges like COVID-19, Summer Fridays adapted its marketing approach, collaborating with food and lifestyle brands to maintain visibility. These partnerships, such as those with Sweet Laurel Bakery, generated significant media value and showcased the brand's versatility, with the collaboration earning $550,000 in earned media value.
The focus on gentle yet effective formulas allows you to indulge in skincare that fits your busy routine, while hybrid products offer a delightful treat.
Summer Fridays is a digital-first brand, leveraging social media to connect with you directly. By utilizing AI-powered social listening tools, they stay attuned to your needs and preferences, ensuring their offerings continually reflect community feedback.
This commitment to quality and innovation underscores the brand's core values, making it a standout in the beauty industry.
Community Engagement Efforts
Community engagement is at the heart of Summer Fridays' mission, as evidenced by their intimate events hosted in cities like Los Angeles, Dallas, Chicago, and Miami. These gatherings foster one-on-one conversations between the Summer Fridays team and community members, allowing for meaningful connections. By nurturing these relationships, the brand reflects the importance of community engagement in driving innovation and creativity. Additionally, the brand benefits from merchant services that enable seamless payment processing during events, enhancing customer satisfaction.
The "Spend a Summer Friday with Summer Fridays" campaign aims to deepen these relationships, selecting attendees based on social media and Shopify engagement metrics. Establishing healthy boundaries in these interactions allows for a respectful and productive dialogue. Moreover, customer sentiment analysis enables the brand to understand and respond effectively to community needs.
Social media plays a crucial role in building these connections. By leveraging user-generated content, Summer Fridays sees engagement rates skyrocketing—up to 6,500% higher than traditional campaign photos. Their AI-powered social listening tools capture customer voices, helping craft authentic marketing strategies.
You'll find the brand actively responding to comments and messages, ensuring personalized interactions. This commitment to engagement is reflected in their consistent sell-out success, which is attributed to their engaged and passionate customer base.
Crowdsourcing also shapes Summer Fridays. The brand listens to fans' feedback, using insights from blogs and social media to refine products like the Lip Butter Balm.
Initiatives like the "Ask A Derm" series promote ongoing dialogue, while educational content encourages community discussions.
Recognition in the Beauty Industry
With its innovative approach and commitment to quality, Summer Fridays has quickly garnered significant recognition in the beauty industry. You can see this reflected in the accolades it's received, like the Brand of the Year award at the 2021 Beauty Design Awards.
The brand's Clean at Sephora certification further emphasizes its dedication to formulating products without harmful ingredients, ensuring safe, effective skincare.
In 2021, Summer Fridays ranked as the #5 most popular skincare brand in the U.S. according to Tribe Dynamics, showing its rising status. Marianna Hewitt, awarded WWD Beauty Influencer of the Year before launching the brand, brings her influential background into the spotlight.
The 2024 Cosmetify report recognized Summer Fridays as a rising star, noting a staggering 173% increase in searches. This growth is a testament to the brand's ability to identify market gaps and create products that resonate with consumers.
Since its launch in 2018, the brand has sold over 2 million products, dominating national Sephora shelves and attracting over 6 million annual searches.
This impressive market presence demonstrates the brand's impact and appeal, ensuring that Summer Fridays will continue to thrive in the competitive beauty landscape.
Frequently Asked Questions
Where Can I Buy Summer Fridays Products Besides Sephora?
You can buy Summer Fridays products at several places besides Sephora.
Check out authorized retailers like Mecca, Cult Beauty, and Space NK, both online and in-store.
You can also visit the Summer Fridays website for direct purchases.
If you prefer shopping on Amazon, make sure to buy from the Fortress Brand storefront.
Plus, REVOLVE carries the brand online, giving you plenty of options to choose from!
Are Summer Fridays Products Cruelty-Free?
Yes, Summer Fridays products are cruelty-free! They don't test their products or ingredients on animals, and their suppliers follow the same policy.
You can trust that no animal testing is involved at any stage of product development. They're certified by Leaping Bunny, which means their cruelty-free status is verified.
Plus, all their products are 100% vegan, so you can feel good about using them without harming animals.
What Skin Types Are Summer Fridays Products Suitable For?
Summer Fridays products are suitable for all skin types, including normal, combination, and dry skin.
You'll find gentle, non-irritating formulations that cater to various concerns like hydration, brightening, and anti-aging. If you've got sensitive skin, you'll appreciate the fragrance-free options.
For stressed skin, the multitasking cream moisturizer + mask and soothing mist work wonders.
Whether you're looking for lip care or sun protection, there's something for everyone in this line.
How Often Should I Use the Jet Lag Mask?
You can use the Jet Lag Mask up to twice a week for optimal results.
It's perfect for dry or tired skin, so feel free to incorporate it into your day or night routine as needed.
After a long night out or before an important event, apply a generous layer and let it work its magic.
If you're in a hurry, a quick 10-20 minute boost can leave your skin refreshed and dewy.
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Does Summer Fridays Offer Any Travel-Sized Products?
Yes, Summer Fridays offers several travel-sized products, perfect for your on-the-go skincare needs.
Their Mini Skincare Set includes the Super Amino Gel Cleanser, Jet Lag Deep Hydration Serum, Jet Lag Mask, and Lip Butter Balm.
Each product is designed to be compact and effective, ensuring you can maintain your skincare routine while traveling.
You'll love how easy these gentle formulations make it to stay hydrated and radiant, no matter where you are!
Conclusion
In conclusion, Marianna Hewitt's journey with Summer Fridays showcases how passion and innovation can create a beauty brand that resonates with so many. By prioritizing community engagement and staying true to its values, the brand continues to thrive and expand. With products like the Jet Lag Mask leading the way, it's clear that Summer Fridays isn't just a skincare line; it's a movement that empowers individuals to feel their best. Join the conversation and embrace the beauty revolution!
