Agenda-setting intelligence, analysis and advice for the global fashion community.
E.l.f. Cosmetics’ ads usually make a splash. The affordable cosmetics maker has decried the lack of gender parity in the boardroom with a sketch campaign called
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A social media stir accusing the brand’s fall campaign featuring Sydney Sweeney of having “Nazi” undertones caused the retailer — for better or for worse — to regain social media mindshare.
Following its inaugural Super Bowl ad featuring Jennifer Coolidge in 2023, E.l.f. Cosmetics plans to return to the big game this year.
A genius marketing campaign from E.l.f. Beauty this week emphasised how diversity, equity and inclusion efforts can be done at the highest levels — and what the barriers are to making substantial progress.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
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.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
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.
