Halloween is no longer just about costumes and candy; it has evolved into a massive $12 billion economy, where businesses across various sectors are eyeing a slice of the profits. Among these, the beauty industry holds a unique position to innovate, making Halloween not only a night of frights but also a celebration of creativity and transformation.
Here’s how beauty brands can take advantage of key celebrations such as Halloween to captivate consumers:
Limited-Edition Beauty Halloween Collections
One effective strategy is the launch of limited-edition Halloween collections. These can range from eerie eye shadow palettes to nail polishes that glow in the dark. By offering unique, time-limited products, brands create urgency and exclusivity, prompting consumers to grab them before they disappear.
For instance, Too Faced has released a limited-edition Caramel Apple Lip Injection, with a sweet caramel scent and a shimmering caramel-brown hue, perfect for fall and Halloween-inspired beauty looks. Furthermore, Ariana Grande’s R.E.M. Beauty has launched its Wicked collection, a limited edition of makeup and skin care products inspired by the Wicked movie.
Image source: Too Faced, R.E.M Beauty
Social Media Engagement and Collaborations
Beauty brands can leverage social media and partnerships to create Halloween-themed tutorials and engaging content. This approach not only inspire creativity but also serves as practical steps to help consumers make the most of their beauty purchases.
NYX Professional Makeup is leveraging this approach with its “Who Stole Halloween?” campaign, a collaboration with Warner Bros. Featuring characters such as the Joker and Poison Ivy, the campaign provides step-by-step tutorials and SFX makeup tips to help consumers recreate iconic villain looks. Engaging their audience with a mystery series and interactive voting, NYX taps into Halloween excitement while driving sales through creative content.
Image source: NYX Professional Makeup
Inclusive and Diverse Representation in Halloween Campaigns
Halloween is a time for everyone to have fun, and the beauty industry is stepping up to reflect this inclusivity. Ensuring that products cater to various skin tones and types and showcasing models of diverse backgrounds in marketing help brands resonate with a broader audience.
Danessa Myricks Beauty is known for its dedication to inclusivity, offering a wide range of makeup products suitable for diverse skin tones and genders. This commitment to diversity is further highlighted in the brand’s special Halloween Makeup Class in Los Angeles, where attendees can learn to create a mystical alien look using the brand’s products. The event aims to inspire makeup artists of all skill levels, ensuring that everyone can find the perfect Halloween transformation.
Eco-Friendly and Sustainable Halloween-Themed Beauty Products
To meet the growing demand for eco-friendly and sustainable products, beauty brands should focus on creating collections that not only offer vibrant, eye-catching options but also prioritize environmentally responsible ingredients and packaging.
Known for its strong commitment to sustainability, Lush continues to lead the way with its whimsical and spooky 2024 Halloween collection. Fan favorites like the Lord of Misrule shower gel, Ghostie bath bomb, and Alien bubble bar returned—all handmade in the United Kingdom using ethically-sourced essential oils and packaged in recyclable materials. New for 2024 are exciting additions such as the Hocus Pocus Soakus bubble bar, the glow-in-the-dark Glow In The Dark shower gel, and the Witches Cat sheet mask, enriched with fresh pumpkin puree.
Key celebrations such as Halloween and Diwali offer a golden opportunity for beauty brands to showcase their products’ versatility and creativity, tapping into the excitement that surrounds them. At Kline + Company, we help beauty brands to not only identify these seasonal opportunities but also understand the market dynamics and consumer behaviors that drive them. Connect with an industry expert to discuss how to seize opportunities in the beauty and wellbeing industry.
