Strivectin Targets Millennials With Nia

Beauty brands are going to great lengths to speak to the Millennial consumer. In the case of Strivectin, which will this week introduce Nia, a new brand targeted to Millennials, user-generated content is making its way offline and onto the packaging of the collection. Each product in the range — six to start — comes in a carton printed with photos Nia’s creative director and marketing team pulled from real people’s Instagram feeds (with the approval and signed releases for the owner of each photo). Social media finding its way onto packaging IRL (in real life), coupled with products called “Fake Awake,” “Sunday Detox” and “Tech Neck,” are among a handful of efforts that Strivectin is putting forth to expand beyond the over-40 demographic with which it’s long been associated. So are the entry prestige price points that range from $22 for a Wash + Glow Hydrating Cleansing Foam to $39 for a Fully Charged Serum x Moisturizer. The line launches on ulta.com this week and will roll out to 300 Ulta doors throughout the country starting on March 5. Corresponding in-store events will kick off in over a dozen locations in major cities with the tagline “Get Lit From Within All Weekend Long.” “All of

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