Juice Beauty rebrands, focuses on the customer experience
“Aging beautifully, not defiantly,” is one of the core values Juice Beauty is focusing on as they go through a rebranding based on redefining their target customers. “We are an inclusive brand but found that most of our consumers are generation X or older,” Nigar Zeynalova, vice president global marketing for Juice Beauty, shared. No matter what age, Zeynalova says they want customers to feel comfortable in their skin.
“We are pro-aging and want our customers to feel beautiful through all their life cycles and embrace them.” Zeynalova added, “We are so happy to introduce a new look for our website and social media content strategy in November to better align with our core consumer demographics and build stronger and lasting relationships with them.”
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The company originated in 2005 and calls itself a “clean beauty champion.” According to Zeynalova, Juice products have 70%+ organic content, and unlike most beauty products, use an antioxidant-rich juice base called SuperJuice Complex instead of added water fillers as the primary ingredient.
“Grape, aloe, or apple juices are the base of our products, we do not use water as an added filler. The juices are packed with antioxidants that help protect skin from free radicals and premature signs of aging. It makes our brand unique because many brands are using water fillers when they formulate their products and you will see water as the #1 ingredient when you read their ingredients panel.”
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Juice products are sold direct to consumers from their website, on Amazon, can be found nationwide at Ulta Beauty stores, and in Canada, at Sephora. The top-selling product is the Stem Cellular Anti-Wrinkle Moisturizer which is formulated to prevent the early signs of aging.
“One jar of this moisturizer is sold globally every 4.5 minutes,” Zeynalova said. Additionally, an item that’s gone viral, is the Stem Cellular Exfoliating Peel Spray. “The product has been sold out eight times.” Usually, peels are applied to the face and after 15-20 minutes they are washed off, but Zeynalova claims this spray offers instant results. “You spray it on your face, wait 5-10 seconds, then start rubbing your fingers in a circular motion over your face. You can see your dead skin cells falling off immediately.”
Zeynalova said the spray was sent to around 1,000 influencers earlier in the year, in a fun mailer that required them to peel a sticker off to see the product underneath, playing on the term. “They loved it. The whole experience of the box was very, very fun. Influencers are using the product and peeling it off on camera.”
Juice’s loyalty program members currently earn points based on purchases and reviews. The program will be revamped in 2025. “The percentage of our loyal customers is between 70-80%, where it usually falls in between 40-50%. We have so many great, loyal customers who have been with the brand since day one.” Program members also get to try new products and provide feedback as a part of a focus group. “It’s very helpful. They provide good insight.”
The company’s latest innovation is a product called Prebiotix C-Boost72 Hydrating Whipped Cream. “It’s a moisturizer that has a whipped texture and it comes in a very special applicator, which we call the superstar whipper.” The opening of the tube is shaped like a star so the product comes out in the shape of a star. “It’s perfect for winter because it’s super hydrating — up to 72 hours of hydration — and it has 20% vitamin C in it to help minimize dark spots from summer sun.”
Zeynalova shared that all of Juice packaging is made of at least 70% post-consumer recycled plastic and some products use components from ocean waste plastic, “to protect the oceans and make sure the plastic is being repurposed. On top of our sustainable packaging, our formulas are also super sustainable. Using 70% of organic ingredients helps avoid harmful ingredients entering our soil or water.”
Juice Beauty has partnered with Environmental Working Group (EWG) for many years, Zeynalova said, and mentioned they have a couple of products that are certified by EWG. “The brand has over 2,000 ingredients that are not used in our formulas and that’s a pretty big list called a ‘Junk List.’ It links back to our new tagline: Juice in. Junk out.”
Next year is a big year for the company which will be celebrating their 20-year anniversary in July. The brand is going to get a new look with updated packaging launching in early 2025.
“We listened to our customers and all of our collections will have unique colors so it will be easy to navigate and shop.” There are also new products scheduled to launch early in the year. “We will come up with some exclusive products to celebrate the company’s birthday,” Zeynalova said.
Megan Moyer is a 20-year retail industry veteran and HRG’s corporate marketing manager. HRG is in the details of retail, working with product manufacturers, distributors, retailers, technology partners, and other industry organizations to provide data & analysis, shopper experience, brand development, fixture coordination, and retail communications solutions. HRG reviews new health, beauty, and wellness (HBW) items every month and assesses their potential for longevity in the monthly Products to Watch feature in Drug Store News as well as the annual Future 50 list.