In Collaboration With Influencer Loey Lane, Brandable Takes Body Positivity To The Masses With New Brand LoveAnyBody
Body care isn’t just for one type of body.
Big-box retailer Target and new body-care brand LoveAnyBody are making sure most American women, meaning those who aren’t sample size, aren’t shut out of the beauty discussion by recognizing the diversity of the human form. Developed by influencer Loey Lane and consumer packaged goods brand incubator Brandable, LoveAnyBody is rolling out to 500 Target doors with four products priced from $8.99 to $10.99: Stretch Mark Serum, Stretch Mark Cream, Anti-Chafe Stick and Anti-Chafe Ointment.
“I’ve had a lot of conversations over the years with my subscribers about body positivity, self-love and confidence within yourself. I would see the same comments over and over again about quote unquote skin issues or things we have been told are issues that a lot of time we struggle with,” says Lane. “I was tired of the hackneyed answers and quick fixes. LoveAnyBody is a really body-positive self-care line that anybody can implement into their self-care routine. We came together to create hands down the coolest body-care range out there.”
Although the selection of plus-size apparel continues to be threadbare relative to its straight-size counterpart, clothing has been moving in the size-inclusive direction. Target recently introduced private-label lingerie brands Auden, Stars Above and Colsie, and swimwear label Kona Sol that contain styles suitable for average women sized 16 on up. The progression in the beauty industry has been slower. Beauty advertising has largely stuck to a narrow view of the size a woman should be. Revlon supplied an exception by tapping plus-size supermodel Ashley Graham as a spokeswoman last year.
With LoveAnyBody, Lane is out to increase representation of people across the size spectrum. She mentions that the brand is premiering today with the release of a music video called Curve featuring a varied cast, including fellow influencer Lala Milan. “When people see themselves reflected whether it’s in the media or in beauty products, they feel more confident. It’s just nice to see somebody who looks like you doing an everyday normal thing,” says Lane. “In the beauty industry, seeing someone who looks like you in an ad can be so empowering.”
Lane isn’t the first influencer that Brandable has partnered with. It joined forces with social media-savvy veterinarian Evan Antin on pet wellness brand Happy Pet and crafting guru Karina Garcia on craft kit specialist Craft City. Influencers have readymade audiences and ongoing relationships with fans. Lane has 1.7 million YouTube subscribers and nearly 600,000 Instagram followers. Her core demographic is women aged 18- to 24-years-old.
“When people see themselves reflected whether it’s in the media or in beauty products, they feel more confident. It’s just nice to see somebody who looks like you doing an everyday normal thing.”
“Many, many years ago, it was more of a unilateral conversation with the brand selling through traditional media. Nowadays, with influencers being so important, there’s multidirectional communication. That’s the way to truly build loyalty and engagement,” says Christian Patino Webb, executive vice president of marketing at Brandable. “The old model has been proven to not necessarily work anymore. We are seeing a lot of traction with this model.”
Lane is doing plenty of communicating to raise LoveAnyBody’s awareness. To stoke anticipation for the launch, she erased about 3,400 Instagram posts over 14 hours with the help of five people and replaced them with LoveAnyBody teasers. Over the next 60 to 90 days, LoveAnyBody has a robust event schedule, and Lane will be hitting the event circuit. The brand is also seeding influencers supportive of Lane, and additional influencers in the beauty and wellness arena to spread the word.
“The conversation around body positivity and filling the void of body-positive products is just never ending. We can never talk about it enough. There’s so much room for growth,” says Lane. “I’m so excited for this to finally be out, so I can talk about it, and we can market it in the best way possible. I’m expecting such huge things from this launch.”
Brandable is expecting huge things, too. The company foresees the brand to be an important sales driver in its beauty and wellness division, which is forecast to generate nearly half of its revenues this year. Last year, the company reached $25 million in revenues, 50% from its toy division, 20% from its food division, and 30% from its beauty and wellness division. Underscoring the potential of LoveAnyBody, Patino Webb notes 65 million customers in the U.S. are searching for stretch mark solutions.
“We have been taught things like stretch marks are flaws that should be erased immediately. Our Stretch Mark Serum and Stretch Mark Cream treat your body and care for it. The products have the most phenomenal formulas that I wholeheartedly stand behind.”
The Anti-Chafe Stick is predicted to be LoveAnyBody’s bestseller, but Patino Webb and Lane believe the Stretch Mark Serum could be a surprise hit. “The serum is for targeted usage. Let’s say you have a fresh stretch mark that’s really red or bothering you because it’s uncomfortable. It’s really lightweight and made to sink into those stretch marks and help your skin feel better faster,” explains Lane. She elaborates, “We have been taught things like stretch marks are flaws that should be erased immediately. Our Stretch Mark Serum and Stretch Mark Cream treat your body and care for it. The products have the most phenomenal formulas that I wholeheartedly stand behind.” The serum contains essential fatty acids, and the cream has arginine, vitamin E and hyaluronic acid.
Brandable’s brand cultivation process begins with identifying a white space it can plug with products aimed at millennials. In the beauty arena, body positivity has yet to be major motivator for products, but it’s not totally ignored either. Katie Sturino’s two-year-old brand Megababe, available at Ulta Beauty and Target, has been a body-positive pioneer. Its natural deodorant Rosy Pits accrued a 13,000-person waitlist.
At Target, Patino Webb’s hope is that LoveAnyBody will expand across most of the chain toward the end of the year. The brand isn’t exclusive to Target, and Brandable is negotiating with retailers beyond it for store placement. Patino Webb isn’t shy about Brandable’s ambitions for LoveAnyBody’s distribution. He says, “Our goal is to have this brand in every single major retailer in the country.”
To Lane, Target is the ideal place to start LoveAnyBody. She worked at Target in the fitting room prior to committing to an influencer career. “It’s really cool now to come full circle and have the brand at Target,” says Lane. “They’re such a great fit because they’re so supportive of the body-positive movement. They are doing a phenomenal job bringing in exciting fashion brands with more and more sizes. I’ve always loved their messaging, and I’ve always loved everything they’ve kept in mind for the customer. It was a dream partnership for me and felt very natural for LoveAnyBody.”