Spending on experiential marketing is slated to surpass pre-pandemic levels for the first time. And with consumers starved for IRL experiences, so too are the long lines that accompany hyped-up free pop-ups from brands like Rhode. But when is the line worth it?

With its Sakara Experience program, the company wants to prove it can do more than deliver healthy meals — it can also offer a holistic lifestyle.

Commodity has found a dedicated audience on online forums like TikTok since relaunching in 2021. Now the brand faces a new challenge: connecting with consumers IRL in New York City's competitive retail landscape.

The French luxury conglomerate reported a 3% growth in perfume and cosmetics for the third quarter of 2024. But the fragrance boom may finally be waning.

Changing cultural norms around aging have led to new beauty brands and social media creators targeting a 40-plus audience. But with high disposable incomes and little competition, the Gen X beauty consumer is still up for grabs.

The soccer legend has already conquered every milestone in sports. With his newest venture, he takes on a new challenge: the increasingly crowded celebrity fragrance category.

Clinique's Black Honey lipstick found a whole new generation of consumers thanks to social media. The Estée Lauder-owned brand is hoping its iconic Happy fragrance will find new life as well with a trendy body mist format.

With new investment from L Catterton, the founder of the British fragrance brand is at the forefront of a craze for wellness perfumes. But with that craze comes more competition.

From $100 tanning serums to high-end "wellness" retreats, the world of tanning has evolved significantly over the last century. But even as attitudes around sunbathing shift, the status of a tan has yet to lose its luster.