A foundation that turns back time?
As a self-proclaimed beauty minimalist, I’m the first to admit to being a bit lazy when it comes to my routine. I love putting my best face forward, but I can’t be bothered with a 20-step skincare regimen or an overflowing makeup drawer. So, as you can imagine, hybrid products have definitely caught my attention.
Blurring the line between makeup and skincare, hybrid beauty products are challenging the age-old belief that wearing makeup is bad for you. They’re formulated with skin-loving ingredients, so you can enhance your natural beauty while nurturing and safeguarding your skin. ILIA Beauty, a pioneer in skincare-focused makeup, takes things a step further with their new Skin Rewind Complexion Stick.
Photos: ILIA Beauty / Instagram
Skin Rewind is a foundation/concealer hybrid that invites you to “enter your best skin era.” The line features an extensive range of 42 medium-coverage shades that blur pores, redness, and texture — all while promising to reverse signs of aging over time.
Right off the bat, the name “Skin Rewind” sparks a larger conversation about the beauty industry’s relationship with aging. On one hand, the phrase immediately plays into consumer concerns about looking older. But on the other hand, I would’ve loved to see ILIA lean into the concept of aging gracefully instead of implying that looking younger is the ultimate goal.
I will, however, give them credit for how they chose to name their shades. From Bamboo to Pine, each is an homage to a type of tree and how its wood evolves with age, drawing parallels to the natural aging process in a subtle, elegant way.
Their sponsored mother-daughter GRWM videos also do a great job of showing that older skin can still look healthy and beautiful. In one TikTok, influencer Amaya Crichton and her effortlessly chic mom test out the complexion stick, and despite having different skin tones and textures, the product addresses each of their needs. Consumers were quick to take note, leaving comments that celebrated the brand for featuring women from all walks of life.
According to the ILIA website, Skin Rewind was designed with every skin type in mind. It offers a natural-matte finish and non-comedogenic formula for oily skin, while those with drier skin will appreciate its moisturizing ceramides.
Its key ingredients include:
Ceramide-Peptide Complex: A dynamic duo that helps visibly firm and strengthen the skin barrier.
Winged Kelp Extract: A potent replenisher that restores luminosity, helping skin look more refreshed.
Butterfly Lavender Extract: A botanical powerhouse that smooths the look of fine lines and wrinkles.
ILIA is no stranger to multi-use makeup — Color Haze Multi-Use Pigment is a two-in-one lip and cheek cream, Limitless Lash Mascara lengthens and conditions lashes, and Liquid Light Serum Highlighter protects against UV light and pollution. But Skin Rewind is the company’s first venture into the foundation stick category, which has been experiencing significant growth as of late. Known for their convenience and portability, foundation sticks are becoming a new makeup bag must-have. And with a 55,000-person waitlist before launch day, shoppers couldn’t wait to get their hands on this one.
The secret to building all that hype? ILIA can thank its go-to-market strategy for that.
Celebrity makeup artists had access to Skin Rewind for weeks before it was available to the public — and used it to create red carpet-worthy looks for Emma Stone, Greta Lee, Greta Gerwig, Lily Gladstone, and Audra McDonald during awards season.
Photos: ILIA Beauty / Instagram
After generating some buzz, the brand hosted its first-ever pop-up to celebrate the product launch. Beauty enthusiasts were invited to join them at the ILIA Shade Match Studio on Melrose Avenue to get shade-matched by a makeup artist, shop ILIA favorites, win prizes, and recycle their beauty empties (we love to see it). The event also tapped into feelings of nostalgia with a Fotovision photo booth and collage-making station.
ILIA teamed up with Tezza, a photo and video editing app, to develop an Instagram preset called REWIND. Inspired by the concept of turning back time, the preset is a throwback to the golden days of film with moody vintage tones and a built-in dusty grain. This collab is a clever play on the product’s “blurring” element, which is likened to the soft-focus effect of a photo filter — a savvy move from the marketing team.
Photo: ILIA Beauty / Instagram
From the campaign visuals to the social copy, every detail of this campaign was part of a larger narrative. Products were staged against retro elements like flip phones, cassette players, videotapes, and Polaroid cameras to transport viewers back in time. ILIA even went the extra mile and created a Skin Rewind playlist reminiscent of the mixtape days. It’s details like these that set their marketing efforts apart, capturing the imaginations of consumers who appreciate the artistry behind a brand.
Overall, I have to applaud ILIA for this one. Their marketing team showed up — and they showed up hard. With a thoughtful approach and flawless execution, the Skin Rewind launch speaks volumes about their dedication to meaningful storytelling. And frankly, I’d like to fast-forward to see what they do next.
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