Wellness

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Beauty & Wellness Briefing: How beauty brands won Oscars weekend

By Lexy Lebsack

Mar 4, 2025

This week, I checked in with beauty brands advertising and activating around Sunday’s Academy Awards. This includes L’Oréal Paris and Kiehl’s, both of which invested in cinema-inspired commercials that ran during the show. Meanwhile, brands like Oribe and 111Skin marketed through artist-focused gifting suites, and Therabeauty invested in proximity marketing.

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