
Imagine 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 were closed. It doesn’t sell beauty products yet, but it sells clothes — and its consumers are definitely part of a key market for beauty.
As a beauty marketer, if that brand came to you and asked you to help launch its new cosmetics line, you’d think the opportunity was golden. Complex, sure, with a big internal team and an email list of many thousands to get a handle on; but an audience like that is an easy sell for beauty.
Or is it?