Peach & Lily is betting that, much like brands championing peptides, its focus on “zombie cells” can turn complicated science into a mainstream beauty category. On Monday, Peach & Lily launched its Advanced Rebound BioGlow Zombie Cream for $59, exclusively at Ulta Beauty. The product is rolling out across more than 1,500 Ulta stores and Ulta.com under a 12-month retail exclusivity agreement, following three years of research and development.
The term “zombie cells” first became popular in aging research in the 2010s, especially after a 2011 Mayo Clinic study showed that removing senescent cells could slow age-related decline in mice. It refers to cells that stop dividing but don’t die and continue affecting nearby tissue.
The Advanced Rebound BioGlow Zombie Cream is designed to address the visible effects associated with senescent cells, or zombie cells. Rather than claiming to remove the cells themselves, Peach & Lily says the formula helps reduce the visible signs of these damaged or stressed cells, including loss of firmness, dullness and wrinkles.
To support the launch, Ulta is giving the product front-of-store secondary placement, additional endcap space, primary positioning on Ulta.com and the cover of the August issue of Ulta Beauty Magazine, the retailer’s monthly customer publication distributed in print and digital formats. The launch will also receive email, paid and organic media support. Peach & Lily said the package includes a mix of no-cost marketing support from Ulta and co-op activity funded jointly with the brand, though it did not break down which placements fall into each category.
