How Benefit Cosmetics UK generated 40% more revenue with blush email campaign The campaign, dubbed "A Wonderful World," used email, web layers and lead generation campaigns. Benefit saw its click-through rates for emails increase by 50%. In addition, launch emails generated 40% more revenue than similar emails in 2021.
The Inkey List adds swap-and-save feature for customers to save money The Inkey List has long positioned itself as a brand that wants to empower people to make smarter skin-care decisions. However, leaning into a price-accessible narrative serves as a stronger spoke in its communication wheel.
HipDot is creating ‘collectible experiences’ with music-themed palettes Since launching in 2019, HipDot has done makeup collaborations about ramen noodles, SpongeBob, "The Addams Family" and even the Monopoly board game, to name a few. But it has also developed a specialized niche for music-themed beauty collabs, following its runaway success in 2020 with emo rock band My Chemical...
Beauty & Wellness Briefing: Sephora dives into customized beauty with Proven Sephora is the first retail partner for Proven, which launched in 2019 with a trio of a cleanser, an SPF daytime moisturizer and a night cream for $199.70, or $129.99 with a subscription. It has since expanded to daytime and nighttime eye creams. The trio will be sold through Sephora...
Morphe parent company Forma Brands files for bankruptcy The latest news is both an expected outcome and the coup de grâce on a two-year saga that began in 2020.
Welcome to a new era of cosmetics regulations On Dec. 30, 2022, President Biden signed a whopper 4,155-page omnibus spending bill amounting to $1.7 trillion that keeps the U.S. government funded through September. Nestled about 3,500 pages in was the “Modernization of Cosmetics Regulation Act of 2022,” giving the federal government more power over the beauty industry via...
With 4 new brand partners, Murad is positioning itself as a wellness brand According to an annual brand awareness study, Murad has seen a lift in its wellness positioning among consumers. From 2019-2022 the brand experienced a 30% increase in being associated with promoting wellness.
Beauty & Wellness Briefing: Moda Operandi’s beauty department is here, but is it any good? Eight months after announcing it would expand into beauty, luxury e-tailer Moda Operandi is ready to share its vision with the world. But Moda Operandi is admittedly late on the trend of adding beauty to a luxury assortment to goose sales. Can it succeed?
- Morphe shutters all US stores to focus on wholesale and e-commerce
After stories first bubbled up on TikTok that Morphe standalone stores were closing across the U.S., leaving store employees with little notice or severance benefits, the mega makeup brand confirmed all stores have been closed.