Osea rolls back its prices for ‘90s-inspired leap year campaign

Since its launch in 1996, ‘clean’ skin-care brand Osea has never discounted its products. Even on Black Friday, its only deal has been a gift with purchase, not a discount. In 2016, however, on the occasion of its 20th birthday, it wanted to mark the occasion — but it didn’t want to commit to an annual birthday sale. And so, a leap year sale was born. Since then, every four years, the brand rolls back its prices to be more in line with what they were when the brand was born, in the ‘90s. This year will mark its third leap year sale, which will take place from February 28-March 3.

For its third iteration, the brand is going bigger — working with 400 influencers to promote not only the sale but the ’90s-inspired campaign the brand has designed around it. A “small percentage” of those 400 will be paid, though the brand declined to specify an exact number. A few of those partners include Allie Glines (202,000 followers on Instagram), the Lipstick Lesbians (259,000 followers on Instagram) and JoJo Fletcher (2.7 million followers on Instagram). Partners will receive a mailer including a number of Osea’s bestselling products as well as a sweatshirt also designed to riff on the ’90s theme.

“We have built a complete ‘90s-themed website. … A sticker book is built in, where you can drag the stickers around, and it’s a completely different color palette,” said Melissa Palmer, Osea’s co-founder and CEO.

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