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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.
Like many of its peers, Woolworths has invested heavily in its beauty business by partnering luxury international brands such as House of Chanel, Estée Lauder and Jo Malone.
Ezreen Benissan is a contributing writer at The Business of Fashion. Based in London, Benissan writes about Africa's fashion and beauty industry.
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.
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.
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.
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.
