According to The Official Rules of Marketing To Gen Z, if you "unicorn" it, they will come. The latest example of this phenomenon? Australian beauty brand Frank Body (famous for its messy-yet-effective coffee scrubs) has a forthcoming "Shimmer Scrub" — being dubbed a "unicorn" scrub by many — that has garnered a 50,000-person waitlist ahead of its launch, Fashionista has learned exclusively. Fifty. Thousand. Sorry if I made you spit-take your unicorn Frappuccino all over your unicorn-highlighted face.
So how does one get unicorn-ness into a coffee scrub, you may be tapping your unicorn manicure on your desk and wondering? "My Shimmer Scrub is made from Glow Dust," the marketing materials for the product read. "That's tiny gold and silver particles which hug your skin, just like highlighter for your bod." The scrub is also supposed to "make your skin shimmer, like a disco ball," aka the 2017 version of the roll-on body glitter we all used to stock up on at Limited Too in the '90s.
The new scrub, which officially launches May 1 on the brand's website and will retail for $19.95, bears some similarities to the original coffee formulas. Even though it doesn't have the same chocolatey hue, it does, in fact, feature ground coffee as one exfoliant, along with both salt and sugar for additional sloughing and buffing. And, like Frank Body's original formulas, it's also a moisturizing one, spiked with grapeseed oil and vitamin E to soften and protect skin. But this one leaves behind sparkles, courtesy of mica, the mineral that's been used to make cosmetics glimmery for decades. Frank Body refers to mica as "the closest thing to glow dust," also noting that the "tiny gold and silver particles [are] packed with electrical properties to turn your skin on — and up," in a press release.
"Glowing skin is at the top of every beauty girl's want list, and products that highlight and strobe have been the lead trend in the color cosmetic world for some time now," says Jess Hatzis, co-founder of Frank Body. "Combining a shimmer effect with the benefits of our body scrubs makes a product that already gives great results even more fun." But it's not just the formula inside the pouch that's a departure for the brand. The unicorn element also comes into play with the packaging; Frank Body's usual brown paper pouches have been upgraded with a blinged-out finish. "Stepping away from our traditional packaging was a risk, but we knew our customer would love the holographic packaging, which is also having a fashion moment. Who doesn't love shiny things?"
After teasing the product on social media (the brand has cultivated a huge following on Instagram in particular, thanks to cheeky captions and lots of millennial pink), Frank Body officially announced the news of the impending launch on April 19, and then posted additional information to its website on April 20. Since then, the Gen-Zers have taken notice and are apparently clamoring to transform their showers into a glitter bomb explosion ground zero.
Though the waitlist no doubt also includes plenty of millennials, Frank Body's play at drawing in a younger crowd through the use of flashy unicorn tactics is a smart one. As other (larger) beauty companies have struggled to get younger consumers interested in buying skin-care products in recent years, Frank Body is winning out — both in terms of getting people talking and getting people buying — by throwing some sparkles into the mix and "going unicorn," if you will. So maybe Ann Perkins was onto something when she put glitter in all of Tom Haverford's moisturizers and created Sparkle Skin By Annie. Huh.