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Beauty is in the midst of “merch” madness, with brands rushing to debut branded sweatshirts, stickers and more in hopes of securing viral hits like Rhode’s lipgloss phone case. But as more brands focus on merch, making products that stand out takes a sharper strategy.
Beauty is in the midst of “merch” madness, with brands rushing to debut branded sweatshirts, stickers and more in hopes of securing viral hits like Rhode’s lipgloss phone case. But as more brands focus on merch, making products that stand out takes a sharper strategy.
From Kiehl’s to Clinique, a flood of premium lines are giving in to the e-commerce platform, realising it’s too much of a growth driver to pass up.
Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.
Kering’s newly created jewellery division regroups Boucheron, Pomellato, Dodo and Qeelin brands as the company aims to pool resources. The conglomerate is also regrouping fashion brand reporting, shielding smaller labels from investor scrutiny.
Saks is moving towards exiting bankruptcy and tapped an additional $300 million of its Chapter 11 financing package.
War in the Middle East, the luxury industry’s fastest-growing market, threatens to delay a long-expected rebound in demand.
Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.