The Rise and Fall of Morphe 2: A Beauty Industry Case Study
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In the tumultuous world of beauty, Morphe 2 burst onto the scene in 2020 with Tik Tok sensations Charlie and Dixie D'Amelio at the helm, promising a fresh, natural take on makeup and skincare. However, this venture by Morphe, known for its influencer-driven success, fell short of expectations. The channel delves into Morphe's roots, tracing back to its humble beginnings as a mere makeup brush purveyor in 2008 before transitioning into the makeup realm in 2013. Riding the influencer marketing wave with big names like James Charles and Jeffree Star, Morphe soared in popularity, only to face a harsh reality check when controversies rocked the influencer sphere, denting Morphe's sales.
As the beauty landscape shifted towards a more subtle, skin-focused aesthetic, Morphe found itself at a crossroads. Enter Morphe 2, an attempt to cater to a younger audience seeking the elusive "no-makeup" makeup look. While Morphe had previously dabbled in skincare-adjacent products with mixed results, Morphe 2's skincare line aimed to capture the essence of clean, vegan-friendly formulations. However, the channel critiques Morphe 2's approach, highlighting a focus on trendy ingredients over product efficacy, resulting in lackluster consumer reviews and a glaring absence of authenticity.
Despite a promising start, Morphe 2 failed to resonate with consumers, especially in the skincare realm, due to lackluster product quality and a failure to differentiate itself from industry heavyweights like Glossier and Rare Beauty. The channel delves into Morphe's struggle to evolve from influencer-centric marketing to a more genuine brand identity, a transition fraught with challenges. Ultimately, Morphe's missteps with Morphe 2 reverberated through its parent company, Forma Brands, underscoring the high stakes in the ever-evolving beauty industry.
Image copyright Youtube
Image copyright Youtube
Image copyright Youtube
Image copyright Youtube
Watch Doomed From The Start - Why Morphe 2's Skincare Line FLOPPED - Beauty's Biggest Flops on Youtube
Viewer Reactions for Doomed From The Start - Why Morphe 2's Skincare Line FLOPPED - Beauty's Biggest Flops
Ulta employee shares experience of not restocking Morphe 2 products
Comments on Morphe 2's branding and product display at Ulta
Mixed opinions on Morphe 2's products and marketing strategies
Comparison to Glossier and Glossier Play
Mention of skincare being part of Morphe 2
Observations on Morphe's overall quality and brand perception
Interest in other beauty brands like Shea Moisture and Glossier Play
Nostalgia for past beauty trends and brands like Glossier and Mario Badescu
Confusion over Morphe 2's marketing and target audience
Speculation on the decline of Morphe and other beauty brands like Urban Decay
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