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The beauty marketing event
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Global lines like MAC Cosmetics and Tom Ford have spent the past decade laying the groundwork and solidifying their distribution channels. Now, they’re attempting to create marketing activations to drive sales and boost brand awareness across the region — but cultural nuances mean a more specialised approach is needed.
Across the continent, a handful of nascent brands are attempting to kickstart the continent’s own niche perfume moment. Success will take mastery of retail, e-commerce and branding across borders.
MAC, Lancôme and L’Oréal Luxe labels are among global brands putting down roots in African megacities from Lagos to Abidjan. Yet most brands miss the mark because pan-African strategies are too blunt in a region needing hyper-localisation.
Ezreen Benissan is a contributing writer at The Business of Fashion. Based in London, Benissan writes about Africa's fashion and beauty industry.
The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.
Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.
In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.
For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.
The executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.
The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.
From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’
