How Beekman 1802 became a livestream shopping behemoth Beauty and lifestyle brand Beekman 1802 has become one of the most recognizable players in the livestream and TV shopping space. Glossy took a deep-dive look into the Beekman 1802 strategy, including how it storyboards each event, how it approaches QVC, HSN and Livescale differently, and why baby goats are...
Nest fragrances accelerates lifestyle ambitions Nest has long intended to expand its category offerings in order to transform into a lifestyle brand. But the crux of achieving that evolution came down to determining what wellness and lifestyle meant for fine fragrances.
Inside Burt’s Bees partnership with Arizona State University With the need to improve recycling efforts and reduce virgin plastic usage, Burt's Bees looked to Arizona State University, which operates a group called The Sustainability Consortium.
Branded content studios adapt as advertising market shifts While the need to generate a constant stream of fresh photos and videos for social media still exists, brands also have to get around advertising limitations in a predominantly cord-cutting environment that existed even before Covid-19 lockdowns. In addition, companies need to foster stronger and better relationships with younger and...
Lime Crime puts its brand story front-and-center Andrea Blieden, Lime Crime CEO who joined the brand in May 2020, said she felt the brand had been more product-focused in the past, when it came to marketing and communications. Under the rebrand, rather than existing in a vacuum, products are meant to be a conduit to explain the...
Jessica Alba and CEO Nick Vlahos on The Honest Co.’s future: ‘We will continue to innovate and pave the way’ Glossy spoke with Nick Vlahos, The Honest Co. CEO, and Jessica Alba, founder and chief creative officer, about their plans for the company's growth, the performance of its beauty category and the importance of Alba's founder story.
From apples to olive leaves: ‘Upcycled’ food ingredients gain traction among beauty brands Leftover ingredients are often discussed under the umbrella of sustainability, in that food waste can create a circular system. As the topic of sustainability has become popular over the last several years, brands are looking into how to show their customers concrete examples of how it infiltrates all parts of...
Supergoop kicks off first-ever digital media campaign The campaign, called “Good Morning Supergoop,” coincides with the health awareness holiday Melanoma Monday on May 3 and runs until the end of the summer in September. Supergoop is embracing for the first time OTT ads on Hulu, Roku and a YouTube masthead takeover.
Young Yuh: Gen-Z name defining beauty Yuh said his desire is to make videos that are both entertaining and educational, via jokes and dramatic reactions to products. This strategy has earned him great fanfare with his followers who have affectionately dubbed him “Egg King,” in reference to his bald appearance.