With consumer culture shifting, and social media ad costs soaring, private marketplaces (PMPs) are sidling onto the scene. They may be quieter than conventional social media, and less easy to scale with a viral-video hit, but PMPs offer beauty brands…
Continue readingIn the first of this two-parter I wrote about creators taking a directive role in their own economy, and about the increased consumer appetite for creative content in general; as well as live shopping and NFTs. You can read that…
Continue readingIf you’re anything like me, you’re still trying to get your head around what’s happened over the last couple of years. To try and make sense of a small piece of the pandemic chaos, I’ve laid out how beauty commerce…
Continue readingThe European cosmetics market is extensive, reaching an annual consumption value of over €76 billion. But with many of the largest conglomerates owning dozens of brands, each with their own extensive product ranges catering to different market segments, there is…
Continue readingEveryone’s talking about the post-covid consumer, but what do we really know? Beauty brands have been taking a range of approaches to convert sales after the depths of the pandemic, but it hasn’t been easy for anyone. In February, Glossier…
Continue readingAs tech journalist Alex Kantrowitz of Marker pointed out, DTC is a solid model when costs are kept low. Cosmetics brands that used the model to scale fast and reach cult status include The Ordinary, Charlotte Tilbury, and Fenty Beauty…
Continue readingYou’re writing copy for a beauty brand. You’re looking for an effective formula to enable you to write copy that stands out and converts sales — it’s easy to love a formula that promises to do those things, isn’t it?…
Continue readingEarlier this month I wrote about inclusivity strategies being important in order for brands to solidify their resilience into the future. And while I stand by that (and it’s heavily supported by research from the likes of WGSN and Sephora),…
Continue readingBeauty brand marketing is creative, multi-faceted, requires innovation and a curious mind. But it’s also, at the end of the day, about selling products. That’s the underlying question in every brand discovery meeting: while I’m asking questions about brand culture…
Continue readingHi there, I’m Richard, and welcome to Beauty Business Journal, a community for entrepreneurs, indie founders, marketers, and industry professionals. Every week I address reader questions about marketing, digital, growth, strategy, and anything else that’s stressing you out in your…
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