Frank Body Shines With the Brand’s Most Successful Launch to Date

Frank Body’s limited-edition Shimmer Scrub has quickly become its most successful product launch to date. The holographic package is a first for the fast-growing Australian brand. The three-in-one exfoliator, moisturizer and body scrub racked up a 55,000-person wait list in under a week before its official launch date on May 1. Already sold out globally on Frank Body’s web site, Shimmer Scrub is still available in extremely limited quantities through Urban Outfitters. There is also a petition on Frank’s web site to bring the item, which retails for $19.99, back. Jess Hatzis, cofounder of Frank Body, said the company set out to do something completely new for its fervent and social media-savvy fan base. “We wanted to create something fun, that was like nothing our fans had ever seen before; something that would highlight their bods in the way they love to highlight their faces. The limited-edition nature of Shimmer Scrub meant we got to take our packaging to places it had never been before. In this case, it went all the way to Planet Shimmer,” she said. The launch was supported with a playful marketing campaign called “Throw Shimmer, Not Shade.” The brand’s “voice” aptly known as “Frank,” continues to push the envelope

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