The rise of ‘maskne’ skin-care marketing Sometimes also spelled as “mascne,” maskne is a skin issue that has become a main discussion point among skin-care brands as more people have started to wear facemasks. According to Google Trends, there has been an increase in both "maskne" and "mascne" searches starting in early April.
Fragrance brands accelerate digital to address shifts in customer behavior Within beauty, fragrance is a category that is undergoing some of the biggest shifts. Historically, brands have been slow to adopt robust e-commerce strategies because smelling product in-person is crucial to driving conversion. Now, brands are retooling their e-commerce strategies to adjust to the current shopping climate and the emerging...
How NYX used TikTok to boost brand awareness by 42% NYX ran a six-day campaign between March 12 and March 17 that placed its lip gloss at the heart of a TikTok challenge called #ButterGlossPop. NYX wanted to push itself to try something unique and different for the brand. TikTok is a newer platform for NYX, but is a high...
With stores closed, MAC Cosmetics expands AR try-on for e-commerce After three years of testing and learning with augmented reality in-store, MAC Cosmetics is going all-in an augmented reality try-on tool to its e-commerce, in part as an effort to stem the loss of sales from its retail store closures.
Men’s grooming sales pick up momentum Men's grooming was already a buzzy category before coronavirus, but stay-at-home order are pushing men to adopt full-fledged routines rather than use just single products.
Mother’s Day sales offer a glimmer of hope for the beauty industry Mother's Day has come and gone, but beauty brands can use the holiday's sales as a litmus test for customer appetite. In an April survey of 8,294 adults in the U.S., the National Retail Federation found respondents were planning to spend an average of $205 on Mother’s Day gifts, an $8...
Beauty industry wrestles with sustainability during pandemic The conflicting reports on the current and future status of the environment leave industries like beauty in a conundrum. But the new normal of the pandemic provides the opportunity to reset not only to cultural values and social norms, but also business priorities.
How the makers of Botox and Restylane plan to bounce back The U.S. medical aesthetics category has experienced growing demand in the last decade, but in order to prop up consumer interest during a pandemic, aesthetic injectable manufacturers are finding they have to step up their efforts in order to remain successful.
How beauty brands are shifting text message strategies during coronavirus Although SMS text messaging is not new, brands like Wander Beauty and Supergoop has shown its effectiveness as a sales driver. But due to sensitivity around the current health crisis, brands are rethinking their approaches ranging from pausing messages to using it the channel as a long-term extension of community...