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Do you remember what beauty stores were like in 2012? Thinking back, I remember one particular store visit that typifies the beauty store experience a decade ago. It was on a legacy shopping street, and I went in to look…
Continue readingSupply chains. Have they ever been talked about so much, and with such fear? Even if you’re not actually feeling scared of supply chain disruptions, you’re definitely thinking about them – especially if your beauty brand relies on international links…
Continue readingNostalgia: ‘a wistful or excessively sentimental yearning’ for a time in the past. When you’re missing the glow of times gone by, you want to bring some of that feeling back – and beauty products have the emotive power to…
Continue readingIt’s been a big couple of years for global disruption, and no one’s come out unchanged. The pandemic, lockdowns, and the related financial (and emotional) uncertainty have driven consumers to think carefully about the products they buy, and why they…
Continue readingBeauty brands have always been focused on trends. Whether dictating trends to consumers or swaying to the flow of consumer desire, mainstream trends — or for some brands, subversive trends — have played an important role in the success (or…
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 readingRolling through the airport in Dubai and Riyadh recently, I noticed that duty free has come roaring back to life. New products, new pop-ups, and consumers browsing the shelves in — by appearance, at least — pre-pandemic numbers. So I…
Continue readingEvery marketer knows that storytelling is central to building an effective brand — the kind of brand that becomes lovable, almost personified in its character. The kind of brand that consumers connect with on a level that runs deeper than…
Continue readingAuthenticity has been a pop culture buzzword for a few years now, and it’s used all the time by beauty brand marketers (myself included). But you can only use a word so many times before you have to drill down…
Continue readingImagine a brand with over 2,250 stores worldwide. It’s a household name, loved and trusted by a huge market of repeat customers, and it made well over USD $1 billion in profit in 2020 even though most of its stores…
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