Summer Fridays Marketing: How a Simple Brand Went Viral

What would make someone choose one skincare and beauty brand over a thousand other ones?

The beauty industry today is growing rapidly, getting more competitive as new brands launch every year. Being able to stand out can be difficult, but Summer Fridays has become one of the most successful skincare brands in the industry.

Summer Fridays is a vegan and cruelty-free skincare brand known for their Jet Lag Mask and Lip Butter Balm. Summer Fridays was launched in 2018 by Marianna Hewitt and Lauren Ireland on the coast of Southern California. It's currently sold online and through Sephora for easy access to buy.

Summer Fridays marketing has been a key factor in building the brand's identity and creating customer loyalty. They really focus on building relationships with their consumers, which is what makes the brand stand out against all others.

Summer Fridays marketing has transformed the brand into one of the most well-known beauty brands in the industry, and it is continuing to grow.

Developing a Brand Image

The one thing that comes to mind with Summer Fridays marketing is how they built their image.

Across their minimalist packaging, social media posts, and website, everything has a clean aesthetic. They use soft colors that are aesthetically pleasing and simple, which really draw in consumers. Their products are very luxurious but still affordable, which is what consumers love about them.

According to Summer Fridays, the founders have created this skincare brand to create simple skincare routines that aren't complicated and overstimulating. They want it to be effective for all skin types.

You can see that their packaging has very soft colors, minimal, and a simple font, but that is what makes Summer Fridays unique. No matter how simple their look is, it is what makes them stand out and memorable.

Summer Fridays don't change their look based on different trends; they keep their true style. That is what created their brand identity and helped them stand out in the large and competitive beauty industry.

How Influencer Marketing Built Consumer Trust

Marianna Hewitt and Lauren Gores Ireland had an advantage before launching their brand, Summer Fridays.

Before they came up with the idea of launching a simple skincare and beauty brand, they were just two best friends with a large audience on social media. They would share their beauty tips and give skincare advice.

Since they already had an audience from the start, they had people who trusted them and were willing to buy what they were recommending.

This helps a lot when customers are shopping for products. They want honesty and someone they can trust, which is what helped Summer Fridays build a community that is loyal to the brand.

Summer Fridays has worked with influencers across many platforms to reach new customers. This approach helps reach new audiences instead of traditional marketing ads.

They encourage the influencers they work with to tell their stories about using the brand and what they truly think about it. Every influencer has different followers, so this helps spread the Summer Fridays brand around.

Summer Fridays marketing has used influencers to help promote their brand and build trust with consumers that are new and consumers that are loyal to the brand. This strategy has helped them maintain a popular brand presence in the industry.

How Social Media Helped Summer Friday's Popularity

Social media has helped a lot of big companies and small businesses, but social media is great for the beauty space. It has helped Summer Fridays by showing people from all over the world what their products can do for their skin. They use Instagram and TikTok to show their new skincare and makeup products.

Summer Fridays has some of the best aesthetic Instagrams, especially in the skincare world.

They make their Instagram match the seasons really well, and they tie in all the colors they use perfectly. What's nice about their Instagram is that it doesn't just show products; it shows everyday life with compelling content. 

TikTok is one of the social media platforms that will influence consumers to buy products. People will create get ready with me videos and show Summer Fridays in their routine.

Some people will use the platform to do reviews on the jet lag face mask or whatever it might be; this is so consumers can see how the product works and how to use it in their own routines.

Product Launches That Created Excitement

Summer Fridays doesn't just release products; they build up excitement on their social media pages to get their customers excited for a product drop.

They share some sneak peeks of what's to come and when the product is dropping, to set their calendars so they can be the first ones to get their hands on it.

Their lip butter balm is one of the most popular products they sell. It's a lot of customers' favorite lip product in the beauty industry. A lot of customers love it so much that they will purchase it multiple times. They come out with new flavors depending on the season and bring back old fan favorites.

It's not just a beauty product anymore; it's something that people are obsessed with and want to try all the new ones when they come out.

One of the most powerful marketing strategies they use is releasing limited-edition and exclusive flavors. When customers see something is limited edition, that is when they need to go buy it before it sells out, because they don't know if the product will be back.

They also send influencers PR of the new products, so they can show their followers what's about to drop, so they can get it fast before it sells out. They are creating the excitement before the drop date.

Summer Fridays marketing is so strong that they don't just sell skincare; they create excitement and experiences around each launch. This is what keeps the brand relevant and popular.

Retail Partnerships That Helped the Brand Grow

Once Summer Fridays partnered with Sephora, that was the biggest step they could've taken. Having their products sold in Sephora makes the brand easier to shop and more convenient. It exposes the brand to a lot of beauty lovers who might not have known about it before Sephora.

Having Summer Fridays be sold in store helps them build trust. Some customers like to shop in person, and seeing a brand they like at a store that is well known surrounded by other well known brands, makes them more high quality.

Shoppers like to see the packaging in person and compare it to other products. They can even swatch it on their hand and test it out, which people love. They can easily see what products are right for them.

Conclusion

Summer Fridays has built a successful skincare brand by developing powerful marketing strategies.

They built their brand by creating a timeless product design, working with influencers, creating compelling content on their social media, and partnering with Sephora to reach even more customers.

Other beauty brands can learn from this and challenge their brand to step out of the box and have fun with their marketing. If they followed these steps, they could build loyal customers and create long term success.

🪽 Written by Paige Lenczewski