Knowledge
Beauty Packaging Design In The Age Of Omnichannel Retail
Brand stories drive sales and, for Sheri Koetting, founder and chief brand strategist at MSLK, a successful brand story is most often told through its packaging design. “Once your brand defines its core value, you...
How Indie Beauty Brands Prevent Toxic Workplace Cultures From Developing
Over the last several days, Instagram account Estée Laundry has been posting anonymous accounts of bullying and toxic workplace cultures at beauty brands big and small. In light of those accounts, in this edition of Beauty Independent’s ongoing...
Sex In Contemporary Beauty Advertising: Is It Liberating Or Damaging?
From the beginning of mainstream consumer products, sex has been a tool wielded to promote them. In the 1930s, AdAge documents a Listerine ad featured a nude woman’s back and her breast, and marketing for Woodbury soap...
Boom Times Don’t Last Forever. What Should Indie Beauty Brands Do When They’re Over?
It’s been a decade since the last recession ended—and one thing’s true about the next one. It will come. How soon it will come, nobody’s sure. In economic prognostication circles, the optimists are winning out. Forecasters place...
Indie Beauty Brand Founders Share Their Sampling Strategies
In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 16 brand founders and executives: What’s your approach to sampling?
Blk Bot’s Izzy Sapien On Developing Effective Email Marketing Campaigns
Email marketing is cheap and not taking advantage of it to connect with customers can be extremely expensive for brands. “Over a year, automations you set up one time can produce $100,000 in revenue. You have lost that...
