A wave of new marketing campaigns across the hair care, skin care, and nail care sectors are making a splash in the US beauty industry this month, reflecting brands’ like Garnier, philosophy, and OPI’s focus on sustainability, storytelling, and engaging consumer experiences. These initiatives pull different engagement levers from environmental partnerships, inventive storytelling, and immersive retail activations to highlight how companies are creatively adapting to shifting consumer expectations.
OPI unveils RapiDry nail polish with Wingstop collab
OPI has introduced its latest innovation, RapiDry Quick-Dry Nail Polish, in collaboration with Wingstop for the “Snack in :60 Challenge.” According to the brand, this campaign highlights the brand’s quick-drying formula, which allows consumers to enjoy freshly painted nails without the risk of smudging within just 60 seconds when used as a one-coat system.
“After seeing countless videos on social media of fans expressing their smudge-stration, we knew we needed to answer their demands and deliver an innovation that clapped back at smudges,” said Lori Pantel, CMO of North America for Wella in a company media statement.
“RapiDry Quick-Dry Nail Polish does just that,” she shared further, “and our collaboration with the iconic Gen-Z favorite Wingstop during Big Game season invites fans to indulge in their favorite game day snack just seconds after painting their nails.”
As part of the campaign, content creator Ashtin Earle will launch the “Snack in :60 Challenge” on TikTok, the company confirmed, encouraging fans to try the product while enjoying Wingstop’s signature flavors. To further drive engagement, OPI and Wingstop is releasing exclusive Snack in :60 Kits, which include RapiDry Nail Polish, a timer, and a Wingstop gift card.
Garnier partners with the National Park Foundation for conservation efforts
Garnier has teamed up with the National Park Foundation (NPF) to help preserve and restore national parks nationwide. Through this collaboration, Garnier is backing Service Corps crews with funding for 200,000 service hours to support conservation projects, including trail maintenance, habitat restoration, and disaster preparedness efforts.
“Garnier’s support for the National Park Foundation stems from a shared passion for preserving and protecting natural beauty,” said Ali Fakih, Senior Vice President of Garnier US, in a press release.
“Garnier is now proud to support Service Corps, whose vital work in protecting America’s national parks echoes Garnier’s deep-rooted dedication to sustainability,” he added, so that “together, we’re ensuring these treasured landscapes can be enjoyed by everyone, forever.”
This collaboration reinforces Garnier’s long-standing commitment to sustainability while fostering vocational opportunities for young leaders in outdoor careers.
“The National Park Foundation is proud to partner with Garnier to help keep our national parks greener for everyone,” said Chad Jones, Senior Vice President of the National Park Foundation, in the same press statement.
The Ordinary launches ‘The Truth Should Be Ordinary’ platform
In line with its new growth factor serum, The Ordinary has launched an online library of open-source white papers to dispel beauty myths and increase transparency.
“Today, skin care consumers are more informed than ever, yet access to credible scientific information is often restricted by paywalls or obscured by marketing jargon,” Rita Silva, Science Communications Manager at The Ordinary, told the British Beauty Council.
The “The Truth Should Be Ordinary” initiative provides open-access scientific papers on key consumer concerns, including animal testing and parabens.
“We envision ‘The Truth Should Be Ordinary’ evolving into a central hub for open-access scientific education within the beauty industry… Our goal is to build a robust, trusted resource that not only empowers consumers but also encourages collaboration among industry professionals to drive transparency and innovation forward,” Silva added.
The platform currently hosts nine articles, with plans for expansion featuring additional white papers and contributions from scientists and chemists worldwide.
Kiehl’s expands partnership with Jackson Hole Mountain Resort
Kiehl’s Since 1851 has expanded its collaboration with Jackson Hole Mountain Resort (JHMR), solidifying its role as the resort’s Official Skincare and SPF Partner for 2025.
This initiative includes increased brand presence at the resort through sampling opportunities, exclusive events, and expanded product availability in key retail locations such as Teton Village Sports and Jackson Hole Sports.
“Kiehl’s is excited to continue its partnership with Jackson Hole Mountain Resort for a second year, building on a shared passion for adventure and skincare,” said John Reed, General Manager at Kiehl’s, in a company press release. “This collaboration emphasized the brand’s commitment to providing customers with efficacious skin care products,” he explained, “especially in the extreme conditions of Jackson Hole.”
Kiehl’s is also launching an immersive concept store in New York’s Hell’s Kitchen to complement the resort activation, featuring the brand’s new Ultra Body Cream. Customers visiting the store will receive a limited-edition JHMR beanie or socks with qualifying purchases.
“We are delighted to continue working with Kiehl’s,” said Ned Wonson, Vice President of Marketing at Jackson Hole Mountain Resort, in the same media statement.
“Their high-performance skin care products have been incredibly well-received by our guests,” Wonson added, “and their dedication to protecting skin in the harshest environments perfectly aligns with our mission to provide an unparalleled experience for all who visit Jackson Hole.”
philosophy’s Valentine’s Day campaign features actress Lacey Chabert
Skin care brand philosophy has taken a storytelling approach with its Valentine’s Day campaign, “It Was Always You,” featuring actress Lacey Chabert. The campaign draws inspiration from classic romance films, portraying Chabert in a nostalgic journey that ultimately leads her back to philosophy’s purity one-step facial cleanser.
“In a market flooded with countless facial cleansing options, our mission is to remind both loyal and potential customers that our award-winning cleanser has been effectively cleaning while also hydrating skin since 1996,” said Andrea DiNunzio, GM of Luxury Skincare at Coty in a company press statement.
“The campaign is intended to be a tongue-in-cheek take on the classic love story, with the perfect mix of comedy and nostalgia,” she explained, and “as the reigning queen of this genre, Lacey was the ideal partner to bring our concept to life.”
The campaign, styled as a movie trailer, will be distributed across philosophy’s and Chabert’s social media channels. Additionally, philosophy is offering a giveaway of 1,000 purity one-step facial cleansers to drive engagement further.
These campaigns highlight how beauty brands are adopting new strategies to engage consumers while reinforcing their market positions. For cosmetics and personal care product manufacturers and suppliers, these initiatives provide insight into evolving consumer expectations and industry trends.
