Agenda-setting intelligence, analysis and advice for the global fashion community.
When shopping for a new scent, those browsing on TikTok and Instagram are met with ebullient, esoteric sales pitches.
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The latest launch from Sidia, a perfume campaign fronted by the model Erin Wasson, reflects a new positioning for fine fragrance as fashion’s favourite beauty accessory.
Perfume brands are now sponsoring celebrity beauty professionals for events like the Golden Globes, even if their impact is all but invisible.
From Chanel to Kayali, beauty brands at every price point are eschewing ‘signature scent’ marketing in favour of creating a wardrobe of perfume options.
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.
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.
