Join us Sept. 14-16 in Miami to connect with top publishing leaders
Affordable beauty brand Wet N Wild struck gold on Instagram when it announced its new rainbow highlighter. Selling for $5, the Wet N Wild version was a cheap riff on the viral beauty trend that hit YouTube tutorials earlier this year. The product — a shimmery, pearlescent compact striped with the shades of the rainbow — sold out online in under five hours.
In the same amount of time, the post also got 13,000 likes and 900 comments.
To read the rest of this story, please visit Glossy.
More in Marketing
By the numbers: Wall Street’s tough assessment of ad tech
Big Tech continues to dominate digital growth, triggering a Wall Street exodus, but are returns imminent?
CMOs are struggling to link AI visibility with sales
Brands are spending on tools that rate their visibility within LLM responses and AI search, but proving the commercial impact of GEO remedies isn’t easy.
Lifestyle brand Stanley 1913 adapts its marketing for the AI search era
The marketing it was doing worked well, but only for a human audience. The brand needed different approaches to ensure it was picked up by the AI platforms.