Massage Envy ramps up advertising for fast facials

The 18-year-old company introduced facials to its massage-only service menu in 2018. For 2020, Massage Envy is increasing its budget for advertising facials from 20% to 50% of its total marketing spend, according to Kathy Collins, Massage Envy chief brand and innovation officer. By the end of 2020, facials will represent 20% of the services [...]

Member Exclusive

The Elephant in the Room: How Drunk Elephant’s founder learned to be a boss

Tiffany Masterson, Drunk Elephant’s founder, never intended to start a skin care business in 2013, let alone sell it in October for $845 million to Shiseido Group. She describes her transition from someone with no management experience to chief creative officer of a company with more than 100 people.


Inside the careful expansion strategies of beauty brands with a hero product

When single-product, "hero" brands began to pop up and get stocked by retailers like Sephora and Violet Grey, indie brands began to market their solo products as be-all-and-end-all versions of wherever they sat in the beauty aisle, be it masks or face moisturizers.


'My role is changing': Mega-influencer Pony on working with Eastern and Western beauty brands

Pony spoke with Glossy about how the role of influencers has evolved, how South Korean and U.S. beauty influencers approach makeup differently, and why the industry should find a new word for influencer.


Cosmopolitan eyes opportunity for personalized content with acne newsletter

On Sunday, Cosmopolitan launched a weekly newsletter, its first in the beauty category, dedicated to acne. The publisher views the email as a way to monetize its beauty coverage and set parent company Hearst on a path toward personalized content.