Cult beauty e-tailer Beauty Pie, where members have access to luxury beauty without the luxury prices has appointed the London office of Crispin Porter Bogusky to scale its business in the UK and launch in the US.
CPB London take on all creative and brand strategy work for Beauty Pie henceforth. The brainchild of beauty guru and serial entrepreneur Marcia Kilgore, who has also launched brands Bliss, FitFlop and Soap & Glory, Beauty Pie aims to give everyday people access to luxury skincare and cosmetics, by cutting out unnecessary middleman costs – the typical industry markup on luxury beauty sits at around 1000% – and instead selling direct to consumers. Since launching in the UK two years ago, Beauty Pie has helped redefine the category thanks to its buyers’ club approach. Together, the members of Beauty Pie have the same collective buying power as the big brands.
Helen James, MD at CPB London commented, “Marcia is a born ‘rogue’ thinker who’s all about challenging the status quo – it’s a spirit that syncs perfectly with the CPB approach: turning things on their head, and adding left-field thinking and creativity. We hit it off immediately and can’t wait to see what we can do together.”
Marcia Kilgore added, “We’re excited to work with such a creative and dynamic team, that will help us bring our story alive both here in the UK and the US. We couldn’t have found a better match to our entrepreniul values.”
The Beauty Pie win follows the announcement of a new management line-up at CPB London, with W&K and Mother veteran ECD David Day joining from Pablo, alongside former Inkling and WRCS new head of strategy David Proudlock and Head of Design, June Frangue, who has joined the agency from BBH.