beauty / Cosmetics

These immersive events have become an important tool for educating, engaging and selling products directly to beauty consumers across the continent, offering a way for global brands to connect more directly and with more authority.

Beauty brands spend billions marketing products to Gen-Z. But their current favourite skin balm doesn’t even have an ad campaign currently running. How is this happening?

The art of drag has undeniably influenced how ordinary people shop for and apply their cosmetics. More recently, a new guard of queens is hoping to cash in on the transaction.

Over the last decade, an avalanche of brands with public-facing founders emerged. While a prominent founder can propel growth, customers use other factors to assess whether a brand is suited to their needs, according The State of Fashion: Beauty Volume 2.

The Lady Gaga-fronted line went through a renaissance, changing its product offering, distribution and overall look and feel to better connect with customers. CEO Ben Jones tells The State of Fashion: Beauty Volume 2 how the brand pulled it off.

From Seoul to Melbourne, new cities are emerging as frontrunners in the beauty start-up space. The independent brands created in these hubs are fast becoming hot acquisition targets, but understanding the limits of their global appeal is key.

The Italian cosmetics giant has deftly engineered a premiumisation strategy, and has elevated its distribution, product selection and points of differentiation, heavily reducing discounts and promotions in the process. Chief executive Simone Dominici explained how it deployed its strategy in The State of Fashion: Beauty Volume 2.

As the popularity of alternative social media platforms like RedNote grows outside of China, domestic beauty brands like Florasis and Judydoll are reaping the benefits.