From TJ Palma to Cher: How Garnier is reinventing mass beauty marketing Over the past year and a half, Garnier has increasingly embraced a culture-first marketing strategy aimed at "Gen Zennials." That has included building campaigns around internet humor, fandoms, reality television, dating culture and culturally-specific storytelling.
How Makeup by Mario balances paid and organic content Makeup by Mario's senior manager of influencer and communications, Marisa Sargenti, discusses the brand's community-building initiatives, including what it does to allow members of that community to feel close to its star founder, Mario Dedivanovic, and how it's (slowly) growing its paid social initiatives.
Why beauty brands are courting readers, gardeners and art-world insiders For brands including The Outset and Nécessaire, the latest community-building efforts center on book clubs, floral workshops and contemporary art, all aimed at turning beauty consumers into lifestyle communities.
Exclusive: CeraVe taps Carmelo Anthony as ‘head coach’ of its new dandruff campaign In October, CeraVe announced that it would become the official skin- and hair-care partner of the NBA. Now, the brand is launching its first hair-care campaign pegged to that announcement.
The other bachelorette trip brand: How the Pheloung sisters fueled excitement for their Phe Phe collection Long before they set foot on "Acquired Air," the temporary name Brigette Pheloung gave the jet transferring her 16 guests to her April 23 bachelorette party in St. Barth's, she and her twin sister were planning the launch of the next collection by their clothing brand, Phe Phe.
What is PDRN and how did it get so popular? In this week's episode of the Glossy Beauty Podcast, co-host Sara Spruch-Feiner explores what PDRN is, including what it purports to do for the skin, how it got so popular and how it is expanding beyond Korean beauty.
How beauty tapped in at the Miami Grand Prix With brands like Sephora and Charlotte Tilbury already activating around the sport, Formula 1, like basketball or soccer, is increasingly becoming a vehicle for beauty brands to engage with new customers and prove their cultural relevance.
Why Refy handed creators full control — no approvals — for its latest launch campaign About a month ago, Refy launched its latest product, the Skin Base Skin Tint, with a smattering of paid creator posts, as many brands do. But it also did something different: It did not ask to approve the content it paid 12 creators to post.
Inside Thayers’ TikToker-led product development strategy, with Nina Pool and Shelby Ann Bell Social media is increasingly serving not just as a sales and awareness driver, but as a product ideation and development engine. That was obvious in the lead-up to Thayers' newest product launch, the $14.99 Hydrating Milky Mist.