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Authenticity 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 readingNo, this isn’t just another article on pain point marketing. Beauty brand marketers can talk endlessly about how to identify customer pain points in order to sell them products. But while that approach feels ever more outdated, pain points are…
Continue readingWe all knew this year wasn’t going to be smooth sailing for anyone. But within the waves of renewed uncertainty, beauty brands have continued to prove resilient to crisis, and we’ve seen the signs of an industry shift towards new…
Continue readingOver the last decade, we’ve seen waves of influencer-founded beauty brands arrive on the market via Instagram and YouTube, including (but definitely not limited to) Huda Beauty and Jeffree Star Cosmetics. Now, TikTok is enjoying a boom in users and…
Continue readingTruth: I’ve been hesitant to write this, because nearly two years into the Covid-19 pandemic, the situation is still uncertain. Just as some regions of the world open up, others prepare for new lockdowns. So the travel retail sector is…
Continue readingGrowing a beauty brand is about more than the inner workings of that business. In a consumer culture where brand ethics and messaging are as important as the products themselves, brands have to expand their vision beyond those operations that…
Continue readingThe Covid-19 pandemic, and the recurrent lockdowns of 2020, meant that advertisers had to adjust their messaging for the moment. With anxiety running high throughout the world’s population and many people losing income, beauty brands tempered their enthusiasm — particularly…
Continue readingA new wave of ‘skinimalist’ consumers favor simple, multi-use products. They’re rejecting complex beauty routines and no longer aspire to having an extensive collection of skincare and makeup products in their cupboards. They care about the planet, and are eager…
Continue readingIn some ways, social commerce feels like going back in time. It wasn’t that long ago that B2B and small businesses operated mainly by phone and email (and some still do), with customers making direct contact and placing orders with…
Continue readingInvestors are swerving out of their usual lanes, and looking for opportunities to diversify portfolios. For beauty brands, this presents a precious opportunity — to position themselves as attractive alternative investments, and benefit from a cash injection to accelerate growth. …
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