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Los Angeles Times

Column: Summer Fridays: The business and economics of bottling a feeling

California on a Friday in July feels different. The sun dips a little lower, the ocean breeze moves the palm trees, and the energy shifts as the weekend approaches. Summer Fridays aren't just a time but instead they evoke a feeling. And that's exactly what the beauty brand Summer Fridays sought to bottle, except instead of golden hour, it's in the form of a $49 face mask. Lip Butter Balms By buying Summer Fridays, you are not just purchasing a product but instead purchasing a way of life and a feeling. Since their founding in 2018, influencers Marianna Hewitt and Lauren Ireland have completely transformed the beauty space. By indulging in their products, you are becoming the kind of person who has the time (and money) to treat yourself. In an economy where people are increasingly spending on self-care and moving towards a culture of consumerism but also actively seeking validation in their purchases, this is a formula for success. The brand dabbles in multiple products including Jet Lag Masks, Retinol Serums and their Lip Butter Balms. Each available in alluring shades and flavors, su ch as Poppy – a subtle rosy pink or Vanilla Beige – a peachy nude. Whether you are looking for an outlandish look or just a nourishing balm, these creams and tubes are a blend of care and glamour. This business despite its chic image is an interesting business case study in strategic economics. It has perfectly curated a market user base and taken advantage of a shift in consumer behavior to maintain consistent and ever-growing revenue. When the Lip Butter Balm first launched, it sold out almost immediately. This was not driven by a lack of supply, but because of demand that had been engineered through influencer marketing and controlled product drops. In beauty, scarcity creates desirability for consumers. It's the same playbook Supreme uses with its limited releases, just repackaged in shiny tubes. Additionally, the brand has a strong hold over consumer psychology through its product pricing strategy. They have a premium price point however it's still reachable for younger consumers which is the principle of affordable luxury. This might come off as a synonym however this price-point provides consumers the mental validation that they are purchasing a quality product and for that they are willing to pay a little more. This elevates the importance of Summer Fridays and aligns perfectly with the shift towards self-care as a lifestyle investment. This is backed by economic trends showing that wellness, including beauty, is a trillion-dollar industry that's rapidly expanding. Summer Fridays also excels in its strategic growth and scalability. The brand has a direct-to-consumer model combined with retail partnerships. The utilization of both is unlikely for modern day brands, for example Rhode utilizes only the direct-to-consumer model. This gives Summer Fridays an advantage through the development of a diverse network for scalability. The brand's presence in Sephora increased opportunities for them through opening doors to high-end markets and a large and diverse consumer base. Sephora is a stamp of approval in the beauty world and Summer Fridays has benefited from them immensely. Moreover, the company tends to do limited-edition product drops, through which they can forecast customer demand, adjust supply and reduce overproduction costs. This strategy builds exclusivity and anticipation which is combined with excitement generated by influences on social media. In essence, by controlling product availability, Summer Fridays inflates desirability, which drives the urgency to purchase products as soon as possible. This is a clever move to boost short-term sales while also creating long-term brand loyalty (always eagerly awaiting the next drop). Furthermore, their consistent reinvestment in influencer marketing and sponsorships keeps them updated on consumer trends, allowing them to scale and maintain brand integrity. When they first launched, Hewitt and Ireland were faces of their campaign, showcasing authenticity. This is a model that is becoming increasingly common in their beauty industry, similar to Hailey Bieber's Rhode or Selena Gomez's Rare Beauty, but Summer Fridays was one of the first to fully capitalize on this strategy. Summer Fridays Pop-Up Ultimately, the most fascinating part of Summer Fridays is the seamless way they integrate into the way we want to feel. Summer Fridays is proof that economics is more than just numbers, that it can even be about evoking emotions. It comes down to how people rationalize spending, how branding shapes perception, and how a simple phrase can transform into a multimillion-dollar business. Because in an ideal world, every day would be a Summer Friday. And if you can't have that, at least you can have the next best thing: a $24 lip balm that makes it feel like you do. Related