Australian beauty brand Quick Flick, known for its innovation and viral worthy products has launched 11 new products to market.
The launch spans lip, face and tanning categories, including the game-changing Quick Glow 10 Minute Whipped Self Tan and a first-of-its-kind Quick Glow 2 in 1 Glazing Self Tan Milk.
From product development and innovation, to balancing fast-moving beauty trends and how customers shape product launches and shade extensions, BD spoke with Quick Flick marketing manager, Shirley Li all about the brand's latest releases.
Quick Flick has launched 11 new products – what consumer behaviours, beauty trends or market gaps have shaped this latest wave of releases?
People are asking their beauty routine to work harder in less time and with less stuff in their bag. We saw that constantly this year, on the lip side customers kept telling us exactly which shades were missing across the Liner & Stain and the Butter Glaze, so we expanded the range rather than launch something entirely new. The double ended Lip & Face Shaper came from the same instinct, two shades in one product because nobody wants to carry two things to get two looks.
On tan, we noticed the wider market moving toward speed, more people talking about wanting a tan without the long wait, express formats becoming a bigger part of the conversation across the category. That told us there was room for something faster without losing the comfort and skincare benefits.
That's really what shaped this wave, less about a trend and more about responding to what people actually needed from their routine.
Image: Quick Flick's new lip launches
Quick Flick has built a reputation around making beauty products feel effortless and multifunctional. How does the team approach product development, and where do the ideas for new innovations come from?
We build outward from what's already working, but it's just as much about the gaps, the feedback, and what people actually need.
The lip shade expansions came straight from customers telling us which shades they wished existed in the formats they already loved.
The two tan launches came from a harder look at our own range against what people were asking for, no transfer wasn't the gap, that's true of almost everything we make already. Speed was the gap, and so was an instant finish, we had plenty of tans that build quietly over a few hours, nothing that gave you a glossy glow the moment you applied it while the tan developed behind it.
That's usually how it goes for us, real feedback for the shade work, an honest look at our own range for the rest.
How do you balance responding to fast-moving beauty trends with creating products that have long-term appeal?
The honest answer is we ask whether something would still make sense in a year if nobody was talking about it anymore. A shade can chase a moment, for example Cool Nude Precision Lip Liner & Stain exists because it's what people are wearing right now, however a true neutral nude isn't a trend, it's a shade people reach for regardless of what's popular, it just happens to be having a moment too. But the formula underneath it doesn't change because of a trend, that's already been tested and it works.
The double ended Lip & Face Shaper passes for a different reason. It's not two separate tools for two different jobs, it's two shades in one product, and either end works on lips or face, so you get more looks without needing more products in your bag. That's the actual problem it solves, less to carry, less to think about, so even if dual ended formats fall out of fashion next year, the product still earns its place.
With such a significant number of launches hitting the market at once, what are you most excited for beauty editors and consumers to discover from the range?
It's hard to land on just one, this range covers a lot of ground. But if I had to pick, it'd be the 10 Minute Express Tan. It's different to everything else we've made in tan, most of our range is built around building colour gradually with a formula you leave on, this one is about speed.
You wear it for as little as 10 minutes for something natural, or leave it on longer if you want it deeper, then rinse it off and it keeps developing for up to 24 hours after.
Image: Quick Flick's new Quick Glow 10 Minute Whipped Self Tan and Quick Glow 2 in 1 Glazing Self Tan Milk.
I think that's going to matter to more people than we realise, other tan products can feel heavy or sticky sitting on your skin, and if you're sensory sensitive that's not just annoying, it can be genuinely uncomfortable. This way you get a nice, even tan without having to sit in that applied feeling for hours.
What I really love is there's no synthetic dye in the formula either, we use caramel instead to give a subtle guide colour while you're applying it, so what you're seeing on your skin isn't an artificial stain. It's still got the ceramides and multi hyaluronic acid doing the skincare work underneath, so you're not trading hydration for speed. That's the one I think people are going to be genuinely surprised by.
Are there any categories or innovations you're exploring for the next chapter of Quick Flick?
That's more up to our community than it is to us. We spend a lot of time watching what people keep asking for in reviews, in DMs, in the way they use our products differently to how we intended, and that's usually what tells us where to go next.
Nothing I can confirm yet, we're still in the stage of listening rather than deciding. But I can say we're not precious about staying in our lane, if enough people are telling us they need something and nobody's solved it well, that's usually enough for us to start looking into it properly.
You can shop Quick Flick here.
For editorial inclusions, you can find the Quick Flick range and download hi-res imagery here.
Image credit: Supplied/Quick Flick
