Unlocking consumer engagement: Lessons from Haus Labs, Boka, and Dial’s latest campaigns
In the dynamic world of beauty and personal care, brands continually redefine marketing strategies to captivate consumers and reinforce product value. Recent campaigns from cosmetics brand Haus Labs by Lady Gaga, oral health care brand Boka, and personal care brand Dial illustrate how creativity, cross-industry collaborations, and authentic storytelling can engage diverse audiences.
These approaches offer actionable insights for manufacturers and suppliers aiming to adapt to evolving consumer expectations.
Haus Labs: A minimalist approach to everyday glam
Lady Gaga’s Haus Labs partnered with Sephora’s YouTube channel this month to deliver a "Get Ready With Me" tutorial. The tutorial showcases how to achieve a polished makeup look with just five products and a single dual-ended brush.
The featured products, including the Triclone Skin Tech Foundation and Color Fuse Blush Balm Stick, emphasize skin-care-infused cosmetics.
This collaboration exemplifies how leveraging high-profile influencers and accessible tutorials can drive engagement. Previous videos in the series have garnered over 3.3 million views, demonstrating the potential for simplified routines to resonate widely with consumers.
For suppliers, the campaign highlights the growing demand for multifunctional products and the value of interactive, platform-specific content.
Boka x Grillo’s Pickles: A flavorful innovation in oral care
Oral care brand Boka took an unconventional approach by partnering with Grillo’s Pickles to launch a limited-edition Cucumber Dill Toothpaste. Timed for last week's National Pickle Day, this fluoride-free product combines playful flavor innovation with functionality, using nano-hydroxyapatite to fortify enamel, according to the company's press announcement.
The campaign taps into the growing trend of novelty collaborations, appealing to adventurous consumers while maintaining product efficacy. According to Boka, the toothpaste “goes beyond clean,” leaving users with a fortified smile.
For manufacturers, this collaboration underscores the importance of bold, cross-industry partnerships in capturing consumer attention and driving buzz around niche product launches.
Dial: Empowering connections with Maddie & Tae
This month, Dial has partnered with country music duo Maddie & Tae for a social media campaign highlighting the brand’s updated 2025 positioning: “Dial Up Your Clean.” The partnership features three social media posts promoting Dial’s Exfoliating Cocoa Butter and Orange Extract Body Wash, reinforcing the marketing campaign message that 'confidence starts with a deep clean.'
The campaign also includes a sweepstakes offering a luxurious spa experience and VIP concert access, combining product promotion with experiential marketing. “The partnership with Maddie & Tae is a powerful testament to Dial's commitment to empowering everyone to confidently engage in everyday moments of connection,” said Allison Feldman, VP Marketing - Personal Care Brands at Henkel, in a press statement.
For manufacturers, this campaign emphasizes the power of strategic partnerships and experiential incentives to deepen brand resonance and consumer loyalty.
These campaigns highlight the diverse and innovative strategies shaping the beauty and personal care industries. By leveraging cross-industry collaborations, influencer partnerships, and authentic storytelling, these brands demonstrate how creativity can captivate audiences and drive product adoption.
