The Rise and Fall of Morphe 2: A Beauty Industry Case Study
- Authors
- Published on
- Published on
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
Related Articles
Inclusivity Concerns: Beauty Brands' Sunscreen Controversies
James Welsh discusses inclusivity issues in beauty brands with Tower 28's sunscreen controversy and Primally Pure's fear-based marketing tactics. Experts criticize lack of testing and misinformation in the industry. Prioritize efficacy and diversity in skincare products.
Skincare Adventures in South Korea: Discovering Olive Young's Best Products
Join James Welsh on a skincare adventure in South Korea, exploring Olive Young stores and discovering a range of innovative products, from blackhead care solutions to blemish serums. Experience the thrill of skincare exploration with James as he shares his top finds and insights.
Top Korean and Japanese Sunscreens for Ultimate Skin Protection
Discover top Korean and Japanese sunscreens: Beauty of Josan's Relief Sun Rice, TIER TIER Hydro UV Shield, Bioré UV Aqua Rich, Shinagara Oxy No Oxygen Water Light, and Prito's Wonder Relief Centella. Find the perfect sunscreen for your skin's needs!
Unveiling Clean Beauty: Risks and Ideological Links
James Welsh explores the clean beauty movement's origins, risks, and links to far-right ideologies. Discover how fear-based marketing impacts consumer choices.