Superstar johnlegend has partnered the brand incubator A-Frame to launch a skin and body care brand, Loved01, that addresses the needs of 'melanin-rich' skin types.
But Legend isn’t a total stranger to the space. He was an early investor in Bevel, Tristan Walker’s grooming brand for Black men, and he composed the score for Olympian Simone Biles’ animated content series for P&G Beauty-owned SK-II.
The superstar is the first to acknowledge how crowded the field has become — “we even make jokes about it in marketing meetings, like, ‘oh, another celebrity brand,’” he said — but insisted that the team waited until they had a truly differentiated and impactive offering to come to market. After a deep dive into the needs of melanin-rich skin, Legend and the team decided to home in on hydration. Rosehip oil and sea buckthorn oil are the hero ingredients, in addition to shea butter, jojoba oil and coconut oil. “We wanted there to be a moisture story around the cleanser as well,” he said. “We’ve got bamboo and aloe vera in the exfoliating cleanser.”
Lowe “runs the brand,” Legend said, noting her work with manufacturers, marketing teams, PR teams, stakeholders and retailers. “She does way more than I do, but I’ve always been involved in product discussions and messaging discussions, particularly around how we design our products — the look and feel of them.”Legend tapped his go-to creative team to help him design the product. “They work with me on my album covers, my wine bottles, on my Vegas residency.
Legend’s timing looks promising. The mass market outlook for skin care remains bright for 2023. According to data from IRI for the year ending Jan. 1, skin care grew 5.5 percent, with moisturizers, hand and body lotions and cleansers growing 14.8 percent, 8 percent and 5.8 percent, respectively., skin care has become a growing strategic priority for the mass market’s giants, like Coty Inc., L’Oréal and E.l.f. Beauty.
They even run in the same retail circles. Last year, Kinlò also entered Walmart, with Osaka telling WWD at the time, “This partnership with Walmart is all about accessibility, allowing the brand tor each even more customers with affordable sun care products, no matter who they are and where they live.”Celebrity-founded brands have been key to Walmart’s revamp of its beauty aisles.
Lowe’s focused on key markets in urban areas — ”the markets that you would think over penetrate with Black and Brown people,” Lowe said. That includes coastal regions, New York City, Los Angeles, Texas, Chicago, Atlanta and Washington, D.C., and the brand will employ a mix of digital and physical advertising.
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