03.11.24
Beekman 1802 says it "duped" itself. The brand is known for its goat-milk-based products, but has developed a vegan alternative—a biotech vegan "milk" that mimics the skincare benefits of goat milk.
The brand says the new plant-based goat milk alternative represents "the future of skincare"— and targets Gen Z consumers with a new campaign showing its mascot "Goatie" as a chia pet. (See the image on the left above, via @beelman1802 on Instagram).
The innovative formulation powers its new Shine-Free skincare range, packaged in tubes. The collection includes Shine Control Gel Cream Moisturizer, Pore Minimizing Facial Toner, and Oil Eliminating Foaming Gel Cleanser.
Jill Scalamandre, CEO at Beekman 1802, says, "Not only did we acknowledge that the younger user searches for vegan skincare, we recognized that goat milk is so rich in fatty acids and researched how to create lighter textures with the same composition of nutrients. This is the beauty of biotechnology."
The team at Beekman 1802 worked with more than 20 chemists and scientists in labs in Colorado and Florida, ALS testing labs (in vivo and in vitro) in California, as well as key biotech companies Croda & Sederma—and successfully "reverse engineered" Beekman's signature goat milk into a 100% vegan form.
The new lighter formula balances the skin barrier and microbiome, controls shine, and is safe for sensitive skin.
Focusing on Gen Z, Beekman 1802 will partner with TikTok stars, including the Mian Twins, while also tapping into Gen Z's love for nostalgia with a Chia Pet collaboration. Brand mascot "Goatie" will transform into a vegan form.
Brad Farrell, Chief Marketing Officer at Beekman 1802, says, "Our new vegan biotech milk was such a revolution in skin science, that we wanted to celebrate this launch with a campaign that was both breakthrough and relatable for Gen Z. We really leaned into the "cloning" aspect of the vegan milk science - from our look-alike casting contest, to our twin-fluencer social influencer strategy, to cloning our mascot Goatie with our Chia Pet collaboration."
The Beekman 1802 x Shine Free Collection is sold on the brand's website and at Ulta stores.
A Look at the Vegan Cosmetics Market
The brand says the new plant-based goat milk alternative represents "the future of skincare"— and targets Gen Z consumers with a new campaign showing its mascot "Goatie" as a chia pet. (See the image on the left above, via @beelman1802 on Instagram).
The innovative formulation powers its new Shine-Free skincare range, packaged in tubes. The collection includes Shine Control Gel Cream Moisturizer, Pore Minimizing Facial Toner, and Oil Eliminating Foaming Gel Cleanser.
Jill Scalamandre, CEO at Beekman 1802, says, "Not only did we acknowledge that the younger user searches for vegan skincare, we recognized that goat milk is so rich in fatty acids and researched how to create lighter textures with the same composition of nutrients. This is the beauty of biotechnology."
Developing the Innovative Vegan Formula
Beekman 1802 says it recently conducted a white paper study to identify the exact composition and weight of the 31 nutrients found inside every drop of goat milk. Its fatty acids are rich and hydrating, but may also be too heavy for oily or blemish-prone skin.The team at Beekman 1802 worked with more than 20 chemists and scientists in labs in Colorado and Florida, ALS testing labs (in vivo and in vitro) in California, as well as key biotech companies Croda & Sederma—and successfully "reverse engineered" Beekman's signature goat milk into a 100% vegan form.
The new lighter formula balances the skin barrier and microbiome, controls shine, and is safe for sensitive skin.
The Campaign
Beekman 1802 says it took a 360 approach to launch its newly "cloned" goat milk and its Shine-Free collection. The campaign kicked off with an "ALTER (v)EGO'' open casting call which invited and received over 2K applicants including look-alikes and dynamic duos to be the faces of the new launch.Focusing on Gen Z, Beekman 1802 will partner with TikTok stars, including the Mian Twins, while also tapping into Gen Z's love for nostalgia with a Chia Pet collaboration. Brand mascot "Goatie" will transform into a vegan form.
Brad Farrell, Chief Marketing Officer at Beekman 1802, says, "Our new vegan biotech milk was such a revolution in skin science, that we wanted to celebrate this launch with a campaign that was both breakthrough and relatable for Gen Z. We really leaned into the "cloning" aspect of the vegan milk science - from our look-alike casting contest, to our twin-fluencer social influencer strategy, to cloning our mascot Goatie with our Chia Pet collaboration."
The Beekman 1802 x Shine Free Collection is sold on the brand's website and at Ulta stores.
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