Exclusive: Deciem to Relaunch The Chemistry Brand
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.
social-media
Partner Content
How Good Growth Is Unlocking More Effective Customer Data Insights
The data and technology business has developed proprietary tools that allow analysis of customer engagement, marketing strategies and lifetime value, working with the likes of The Economist, MyTheresa and Diageo. BoF speaks to Good Growth’s CEO and co-founder to learn more.
How Good Growth Is Unlocking More Effective Customer Data Insights
The data and technology business has developed proprietary tools that allow analysis of customer engagement, marketing strategies and lifetime value, working with the likes of The Economist, MyTheresa and Diageo. BoF speaks to Good Growth’s CEO and co-founder to learn more.
Partner Content
Innovating Influencer Marketing to Drive Growth
In 2022, brands spent more than three times the amount than 10 years prior to acquire each customer through marketing. Jennifer Piña, vice president of strategic partnerships at social commerce platform MagicLinks, shares why influencer marketing remains a powerful investment.
Innovating Influencer Marketing to Drive Growth
In 2022, brands spent more than three times the amount than 10 years prior to acquire each customer through marketing. Jennifer Piña, vice president of strategic partnerships at social commerce platform MagicLinks, shares why influencer marketing remains a powerful investment.
Technology
Why Fashion Should Be Sceptical About Elon Musk’s ‘Super App’
A “super app” combining social media, payments, shopping and more would theoretically be a major step to unlocking social commerce and livestream shopping in the West, and Elon Musk says that’s exactly what he wants to build. He shouldn’t get his hopes up.
Why Fashion Should Be Sceptical About Elon Musk’s ‘Super App’
A “super app” combining social media, payments, shopping and more would theoretically be a major step to unlocking social commerce and livestream shopping in the West, and Elon Musk says that’s exactly what he wants to build. He shouldn’t get his hopes up.
Marketing
How Brands Can Get Influencer Trips Right
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
How Brands Can Get Influencer Trips Right
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
Marketing
Can Internet ‘It Girl’ Mia Khalifa Build a Lasting Business?
The adult-film-turned-social-media star, who is quickly becoming a force in fashion, launched jewellery line Sheytan this week alongside former Ye and Virgil Abloh collaborator Sara Burn. She has a knack for generating conversation online, but sustaining a brand represents a whole new challenge.
Can Internet ‘It Girl’ Mia Khalifa Build a Lasting Business?
The adult-film-turned-social-media star, who is quickly becoming a force in fashion, launched jewellery line Sheytan this week alongside former Ye and Virgil Abloh collaborator Sara Burn. She has a knack for generating conversation online, but sustaining a brand represents a whole new challenge.
Beauty
Topicals’ Olamide Olowe on Connecting With the Gen-Z Shopper
For The State of Fashion: Beauty, the skin care label’s founder unpacks how she has found multiple ways to support and build a Gen-Z community, from mental health advocacy to open, dynamic dialogue with Topicals’ fan base.
Topicals’ Olamide Olowe on Connecting With the Gen-Z Shopper
For The State of Fashion: Beauty, the skin care label’s founder unpacks how she has found multiple ways to support and build a Gen-Z community, from mental health advocacy to open, dynamic dialogue with Topicals’ fan base.
Workplace & Talent
How I Became… Global Head of Digital Marketing and Social Media at Aesop
Leslie Caswell held roles at Burberry and Meta before starting at Aesop. He advises juniors to focus on knowledge not seniority when approaching mentors, and to remember your first job doesn’t need to be your dream job.
How I Became… Global Head of Digital Marketing and Social Media at Aesop
Leslie Caswell held roles at Burberry and Meta before starting at Aesop. He advises juniors to focus on knowledge not seniority when approaching mentors, and to remember your first job doesn’t need to be your dream job.
Technology
Snap Uses AI Chatbot to Refine Its Ad Business
Snap Inc., the maker of the Snapchat app, is testing ways that its popular new artificial intelligence chatbot can boost the company’s advertising business.
Snap Uses AI Chatbot to Refine Its Ad Business
Snap Inc., the maker of the Snapchat app, is testing ways that its popular new artificial intelligence chatbot can boost the company’s advertising business.
Sports
Why Athletes Are Beauty’s Real MVPs
Gen-Z sports stars like Angel Reese and Shai Gilgeous-Alexander have become unlikely ambassadors for cosmetics brands, connecting them to underserved communities. Some are even bypassing partnerships to launch beauty ventures of their own.
Why Athletes Are Beauty’s Real MVPs
Gen-Z sports stars like Angel Reese and Shai Gilgeous-Alexander have become unlikely ambassadors for cosmetics brands, connecting them to underserved communities. Some are even bypassing partnerships to launch beauty ventures of their own.
Marketing
The Future of Performance Marketing
Some marketing experts predicted an exodus from social media as costs rose and effectiveness fell. But instead of leaving, brands got smarter about how they spend their marketing dollars.
The Future of Performance Marketing
Some marketing experts predicted an exodus from social media as costs rose and effectiveness fell. But instead of leaving, brands got smarter about how they spend their marketing dollars.
Partner Content
How to Optimise Organic Social Media Strategies
Dash Hudson chief marketing officer Kate Kenner Archibald joined BoF’s Alice Gividen to discuss the channels that matter, key strategic approaches and the metrics to measure for fashion and beauty SMEs today.
How to Optimise Organic Social Media Strategies
Dash Hudson chief marketing officer Kate Kenner Archibald joined BoF’s Alice Gividen to discuss the channels that matter, key strategic approaches and the metrics to measure for fashion and beauty SMEs today.
Retail
Shopping Events Are Back. Here’s How to Make the Most of Them
As digital advertising costs climb, fashion brands are embracing events like in-store happy hours, trunk shows and parties in various formats to generate brand awareness and drive sales.
Shopping Events Are Back. Here’s How to Make the Most of Them
As digital advertising costs climb, fashion brands are embracing events like in-store happy hours, trunk shows and parties in various formats to generate brand awareness and drive sales.
The News in Brief
De Beers Makes Sweeping Cuts to Its Elite Diamond-Buying Club
The diamond company produced less than 22 million carats last year, down from almost 35 million in 2022.
L’Oréal India in Talks to Acquire Beauty Company Innovist
L’Oréal is in advanced talks to acquire a majority stake in Bare Anatomy parent Innovist sources told The Economic Times India.
Zegna Chairman Says War Has Clouded Visibility of Demand in Middle East
The Italian fashion house cautioned the war is reducing visibility on demand in the Middle East, which accounts for 7 percent of its sales, though all stores are currently open in the region.
Glossier Appoints New CMO
Nicole Solorzano, who joins from Ouai, is the Millennial beauty brand’s latest hire.
Macy’s CEO Points to E-Shaped Economy, Signalling Consumer Shift
The mention of a forked economy by the head of America’s largest department store signals a heightened wariness that middle-income Americans will continue to spend at the same pace.
France’s Bid to Suspend Shein’s Marketplace Rejected by Appeals Court
The decision from Paris’ Court of Appeal marked a win for the fast-fashion giant after a scandal over sex dolls resembling children for sale on its site.
Coty Announces Board Revamp
The embattled Covergirl owner has appointed five new independent directors amidst a wider leadership and company shakeup.