Beekman 1802's Brilliantly Wicked Strategy

It’s that time again - after Barbie, the latest blockbuster collab for Q4 is with the highly-anticipated film adaptation of Wicked. This Broadway classic is about to hit the big screen, and brands across beauty, fashion, and apparel are rolling out limited-edition Wicked-inspired collections to capture the fandom's excitement.

One standout in the mix? Beekman 1802. Known for their goat milk skincare, Beekman 1802 pulls in an estimated $18 million annually through their DTC site, and they saw this high-profile partnership as a chance to bring in fresh revenue right before the year’s end. Collaborating with Wicked didn’t just mean more visibility; it was an opportunity to play with bolder colours and reach a brand new audience.

Here’s how Beekman nailed their Wicked strategy:

1?? Homepage Takeover: Beekman made sure the Wicked collab grabbed attention immediately. The campaign’s visuals took pride of place on their homepage, and they even created a Wicked tab in the main navigation, styled in a contrasting font colour for a standout effect.

2?? Expanded Product Line-Up: Beekman didn’t just dip a toe in—they transformed ten of their best-selling SKUs in limited-edition pink and green, honouring the film's iconic characters, Glinda and Elphaba. Each product addresses different skin needs, from body creams for dryness to blemish patches for acne, meaning fans of Wicked and Beekman alike can find something that suits them.

3?? Product Bundling for Higher AOV: Beekman leaned into product bundling to maximise average order value. These gift sets—packaged in eye-catching green, pink, and gold—make perfect holiday gifts, inviting customers to spend more while solving their seasonal shopping needs.

4?? Smart Pricing Strategy: Pricing starts at $29 and goes up to $213, so there’s something for everyone, from budget-conscious buyers to those happy to splurge. Beekman effectively communicates the value in their higher-priced sets, encouraging customers to go for the premium option.

5?? Subscription for Long-Term Revenue: For die-hard Wicked fans, Beekman offers a subscription box option, turning one-time purchases into repeat business and tapping into a steady revenue stream.

The takeaway? Beekman 1802’s pricing, product bundling, and savvy product transformations are the perfect strategy for reaching a wide customer base and driving higher sales during Q4.