In 2021, IPSY introduced Glam Bag X to level up beauty-obsessed members’ beauty routines and indulge their passion for must-have, on-trend, best-of-beauty products. A limited-edition quarterly treat, each celebrity-curated collection includes insider access to 8 uber-coveted products worth up to $350 for just $58. Previous Glam Bag X curators have included some of the biggest names in beauty.
Glam Bag x Alicia Keys came right off the heels of the 15-time GRAMMY Award winner's world tour and Keys' expansion into color cosmetics with her own brand, Keys Soulcare.
In this collection, Keys invited Ipsters to step into their own power. She said, "I curated these offerings to serve as a treat for your hair, skin, body, and most importantly, your soul. Soul care is changing the conversation of what it means to be beautiful and cultivating the vibe and the energy you want to stand in. It's in how we approach our everyday habits: creating space for ourselves, being kind to ourselves, uplifting ourselves, and changing the intention behind our actions and how we speak to ourselves… Ultimately, the only true beauty standard that matters is the one you create. So whether you decide that looks like a fresh face or full-wattage glam, you get to decide what makes you feel most like you."
Emine ErSelcuk, SVP of Merchandising at IPSY, said aligning with Keys and her brand Keys Soulcare was a very organic choice because IPSY and Keys share similar values. "On paper, IPSY is a beauty subscription company but ultimately, IPSY has always been a space for authentic self-expression with a diverse community at its core. Alicia was passionate about including some of her favorite BIPOC and woman-founded brands in her Glam Bag X collection, and it was very important to her that these offerings empower Ipsters and her fans to express themselves, live authentically, and take charge of their own beauty journeys. We believe Alicia's entire collection will really resonate with our Ipsters as we aim to illuminate true care for the whole self; body, mind and spirit.”
IPSY drove initial excitement and intrigue around the new Glam Bag X curator with teasers around who the creator might be across IPSY social, email and site banners followed with high-delight, entertaining content and kept up the momentum by leveraging the success and excitement of the drop model with planned “reveals” of highly-coveted offerings from her collection.
IPSY announced Keys in a press release, through the media and in an announcement IG video collab post between IPSY and Keys. Through social media content, IPSY invited its customers into Alicia’s world through storytelling around her inspiration for the collaboration and through behind the scenes footage from the campaign shoot.
Once Keys was revealed as the curator, IPSY dropped exciting product reveals to build excitement across all IPSY channels. IPSY also crafted a deeper story with featured products, product tutorials, and content with Keys. This included weekly affirmations that tie into her philosophy that we should be “creating space for ourselves, being kind to ourselves, uplifting ourselves, and changing the intention behind our actions and how we speak to ourselves… Ultimately, the only true beauty standard that matters is the one you create.”
Lastly, IPSY seeds PR boxes to press + influencers and encourage them to post “unbaggings” on social to further amplify the products and messaging. Each box is designed to fit the storytelling of its curator.
IPSY is able to get high-caliber creators like Keys to curate its Glam Bag X because these stars know the value of the IPSY brand. Keys successfully leveraged IPSY’s creative and marketing expertise to develop a high quality custom Glam Bag X marketing campaign with original, brand-dedicated content to generate growth via engagement and meaningful brand awareness for both IPSY’s Glam Bag X program and Keys Soulcare.
Glam Bag x Alicia Keys achieved the following impressive results–
Creators/Influencers: Social coverage from 15 creators resulting in $1M in EMV
Social Media Stats
24M impressions
$4.5M EMV
1.1M engagements
