#Eyepatch Gate

This conversation started for us when we saw a video on our FYP discussing how Fenty was no longer as innovative and avant-garde as they used to be. This led us to discuss what does innovation look like in the beauty space ? Does your favourite beauty brand always need to be at the top of the conversation or can they just keep their focus on what makes them great? 

Then, on September 17, Fenty Skin announced its newest product: Dew N Plump Fresh-Sliced Hydrogel Eye Patches. The concept felt new and fresh, no spatula and no individually wrapped patches, just a freshly cut pair with every use. For the beauty girls who had been waiting for something new from Fenty Skin, this was it. The internet was buzzing.

Within days, an influencer revealed that she had received a remarkably similar product from Glow Recipe. Then, the same thing happened with Huda Beauty. For a moment, it felt like the beauty industry was having its own The Boy Is Mine moment.

What happened? Who messed up? Should this even be happening? Seriously, the exact same product?

One thing is clear: all three companies have been paying attention to the beauty innovations coming out of Korea. In fact, Wonder bath, a South-Korean based company, was the first to release this product back in July. In the beauty industry, products are developed months and sometimes years before they reach consumers. Eye patches have also been having a moment for a minute, and all three brands seemingly might have been paying attention to what the next innovation of the product would look like. 

Even though it's clear no one copied anyone, launching such similar products at almost the exact same time still creates a major branding challenge. When the product itself is no longer enough to set you apart, everything surrounding it becomes more important: the campaign, the storytelling, the packaging, the price and the community already invested in the brand.

From a marketing perspective, the brands handled the situation in the best way possible: with humour and a clear understanding of how the internet works. Fenty Beauty repurposed the iconic Spider-Man pointing meme, Glow Recipe shared the “This is fine” meme, and Huda Beauty leaned into the Netflix documentary trend to joke about the situation.

What could have been an awkward product launch overlap quickly became a viral moment and other beauty brands knew they had to join the conversation. Amika, Innisfree and Olay were among those that jumped on the trend, each adding its own spin. Honestly, the way the brands responded might have convinced me to try all three. Or maybe just Fenty, because the Spider-Man meme gets me every time. I’ll admit, I’m biased.

But the situation also raises an important question about exclusivity. According to a recent Huda Beauty post, the brands may have been led to believe that the packaging would be exclusive. If that is the case, the issue is not that three brands independently arrived at the same idea. It is that they may not have received the level of exclusivity they thought they were purchasing.

It also shows why “exclusive” needs to be clearly defined. Does it apply only to the formula or colour, or does it protect the mechanism, mould and overall packaging design? Is that protection permanent, temporary or limited to a particular market? Because if another brand can release the same packaging at the same time, how exclusive was your new drop  in the first place?

Perhaps the biggest takeaway is that even the most original idea needs a strong brand behind it. The product started the conversation, but the brands’ personalities are what made everyone keep talking.

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Written by: Gabby T.