Nine years after starting a blog, Into the Gloss, Emily Weiss’ Glossier is now a product-based beauty unicorn worth $1.2 billion that focuses on a small range of utilitarian products that retains the personal view of the beauty world.
Chiara Caccia, Lavinia Garulli, Silvia Garagnani, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019
Multinational skincare brand Estée Lauder used the 'Double Where' concept of dual nationality to heighten brand love and increase standout for the extended range of shades within its Double Wear make-up foundation in Italy.
Korean beauty products, especially skincare, have become a huge global phenomenon, but there are signs of a domestic backlash against prescribed beauty norms and the associated costs in time and money.
Younger beauty buyers frequently prefer to use digital channels to search for product information, but they are also reluctant to lose the human touch that comes from talking to a sales assistant – and marketers need to resolve this, an ...
Technology is a major driver of innovation in the beauty category, according to Tariq Kahn, VP of Customer Experience at Coty Inc., which houses international brands including Max Factor, Rimmel and Cover Girl.
Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Digital First, December 2018
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Cultural differences between East and West play a significant role in how consumers approach the beauty category, according to two academics, who report that societal norms in the East exert greater pressure on buyers.