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Everyone’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…
Continue readingBeauty advent calendars are big right now. They appear to be the gift that keeps on giving back to brands. Not only do they convert fast sales during the holiday season, they’re also effective at raising brand awareness, and can…
Continue readingThe competition for customer loyalty has never been more intense. Of course, loyalty has always been a key focus for marketing and retention strategists — because the lifetime value of customers who stick around can make or break a beauty…
Continue reading6 Min Read | Now estimated to be worth a staggering $511 billion, the beauty industry is growing rapidly. Innovative formulas, a focus on packaging and culture-first marketing means the space is constantly reinventing. For those who can keep up…
Continue reading8 Min Read | The UK government has recently been the first to announce that almost all Covid-19 restrictions will be lifted this month. And elsewhere in the world, life is opening up again — so the beauty industry is…
Continue reading8 Min Read | Covid-19 started to reshape consumer shopping behavior from the word go — from panic buying and mask-wearing, to the inconceivably rapid transition from in-store to e-commerce. Now that the world is tentatively looking forward to relative…
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