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Case Study | How to Market a New Brand

Effective marketing is a challenge for every type of consumer brand, but especially for emerging brands. In our latest in-depth case study, BoF decodes the strategies driving real results for eight young lines.
How to Market a New Brand
How to Market a New Brand (BoF)
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At the end of 2019, two of beauty’s most hyped brands sold for huge sums. In December, Kylie Cosmetics — the lip kit empire built on selfies by one of the most famous people on the planet, Kylie Jenner — sold a majority stake to Coty in a deal that valued the brand at almost $1.2 billion. A month earlier, Shiseido paid $845 million to acquire Sephora-favourite skincare line Drunk Elephant, a brand started by Tiffany Masterson, a stay-at-home mom with a passion for clean ingredients.

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