Summary:
Go-To launches Lip Glaze with sun protection
Why It Matters:
The brand is expanding its makeup line into the "functional beauty" space by combining high-shine aesthetics with sun safety. They are also signaling a brand refresh with new messaging about an "upgrade" to their look.
What Changed:
- Added a new featured product banner for Lip Glaze, highlighting its sun protection benefits.
- Updated the main homepage headline from "The Gang's Go-Tos" to "TIME FOR AN UPGRADE."
- Changed the sub-headline to "New look. Same excellent skincare."
- Swapped blog content from general skincare tips (like "The Morning Shed") to educational content specifically about makeup primers.
- Marked "Very Luxe Face Cream" and "Fancy Face" as "Sold Out" with a new "Waitlist Me" option.
- Removed "Gifts & Sets" from the primary top-level navigation menu.