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Beauty brands may not have their logo on an athlete’s uniform, but they’re still finding ways to market around the Olympics through partnerships with top athletes and social-media friendly campaigns.
Marketing to players has become big business as the athletes themselves become bigger tastemakers, prompting salons and brands to offer their services to the cream of the crop.
With the Paris Olympics on the horizon and viewership for women’s sports growing, the time is ripe for beauty brands to tap the power of female athletes.
Faran Krentcil is a contributing writer at The Business of Fashion. She is a New York based writer, editor and lecturer with a focus on fashion and beauty.
The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.
The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.
Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.
This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.
The Estée Lauder-owned beauty company and The Ordinary parent will relaunch one of its original brands as it moves to rekindle its reputation for incubation.
Wholesale remains essential for the luxury industry, but the rules of engagement have changed. Brands need to know how to minimise the risks and maximise the rewards in their relationships with multibrand players.
The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.
Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.
