Here’s Why Beauty Marketing Shouldn’t Feel Like Marketing
Don’t like marketing? I hear you. I (like you, I expect) am a marketer. And yet even I hate marketing – because so much of the time it’s in my face, shouting at me, trying to pull me away from…
Continue readingThe Social Media Formula That Makes Deciem A Powerhouse On Social
Let’s take a quick look at Deciem. Founded in 2013, it’s the umbrella company for a strong collection of science-based skincare brands including The Ordinary and NIOD. It hasn’t always been that way, though – in the spring of 2022,…
Continue readingHere’s Why Brand Storytelling Is Easy
Storytelling. Marketers tell you it’s essential, and writers roll their eyes – of course it’s essential. Stories are life. And yet it’s often very hard to get anyone to pin down exactly what storytelling means, or how you do it…
Continue reading6 Design Tips I Learned From Drunk Elephant
It’s a common experience, shared by top innovators and entrepreneurs and CEOs in every industry, all the time: that the further they progress in their industry, and the more they learn throughout their professional lives, the more they realise that…
Continue readingThe Future Beauty Consumer of 2024 & Beyond
I keep hearing people say the same thing in various kinds of conversations, and in all different contexts: “strange times.” We all hoped the tailend of pandemic restrictions would signal simpler times, but it just hasn’t turned out that way…
Continue readingHow Beauty Brands Use Advocacy Programs To Drive Sales
Back in October 2020, Toby Britton (co-founder and CMO at Miappi) wrote this article for BBJ about the value of advocacy as a brand building tool. I want to revisit advocacy today – not just as a means to raise…
Continue readingBeauty Marketers: 5 Deep Questions To Ask Before You Hit Publish
When you step into a marketing role for a beauty brand, there’s an assumption that you already have all the skills you need to promote that brand, and build it. This is true whether you’re the brand founder and you’re…
Continue readingHow To Make A Sub 1.2s Landing Page That Converts
If you’ve made an ad that’s working, you’ll be getting plenty of traffic on your landing page. But if that traffic isn’t converting into sales, what’s going wrong? There are two possibilities. The first is that the ad clicks aren’t…
Continue reading4 Ways High-Growth Beauty Brands Eliminate Friction
Friction: the resistance that one object encounters when trying to move another. And if the object is your customer, and they’re trying to move through your marketing funnel, you don’t really want them to come up against much (or any)…
Continue reading5 Ways To Write Effective Lead Nurture Emails For Beauty Brands
I’m willing to bet that 90% of the people reading this do not love writing email nurture campaigns. Sitting around a table with a group of beauty marketers recently, they all had the same response when we started talking about…
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