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Video: Katie Sturino, Annie Lawless and Allison McNamara on how to sustain a hero product’s viral moment
What does it take to launch a viral product? And better still, how can a brand successfully turn a product’s sell-out moment into a hero franchise that can help bankroll the company’s trajectory for years to come? During the Glossy Beauty Pop event in Los Angeles, senior reporter Sara Spruch-Feiner hosted a panel with three top brand leaders in the body, skin and makeup spaces to learn just that.
How greenwashing became the fashion marketer’s biggest concern
“Greenwashing is really about marketing, which is why it’s particularly strong in the fashion industry,” said George Harding Rolls, campaign lead at advocacy organization Actions Speak Louder. “We’ve all become very concerned about the climate crisis and other environmental and social sustainability issues. The fashion industry has seen that as a huge marketing opportunity to say, ‘We can help you dilute that guilt by selling and marketing new products.’”
Wrangler’s women’s business is growing thanks to the cowboy trend
Wrangler’s current focus is capitalizing on the cowboy trend with a series of collaborations. The latest is a partnership with Diamond Cross Ranch, an iconic ranch and event space in Jackson Hole, Wyoming.