How To Throw A Successful Launch Event For Less Than $1K
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How To Throw A Successful Launch Event For Less Than $1K

I once had a beauty entrepreneur client tell me her brand spent $20,000 on a media luncheon at a hotel because a marketing agency informed her that was how she had to announce its launch. The luncheon only...
The True Cost Of Launching At A Big Beauty Chain
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The True Cost Of Launching At A Big Beauty Chain

For many beauty brand founders, landing a deal with Ulta Beauty or Sephora is a dream. That dream can quickly turn into a nightmare if they secure a deal, but aren’t able to support a store rollout. Global...
Eight International Beauty Trends Spotted At IBE London 2019
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Eight International Beauty Trends Spotted At IBE London 2019

The first Indie Beauty Expo London last year, one of parent company Indie Beauty Media Group’s most successful debut shows to date, was going to be a tough act to follow. But its follow-up, IBE London 2019,...
How To Forge A Successful Brand Collaboration
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How To Forge A Successful Brand Collaboration

There’s no “I” in team, but, increasingly, there’s indie. As influencer sponsorships lose luster and Instagram algorithm changes make it tougher to break into people’s feeds, entrepreneurs are realizing cooperation is one of the most powerful tools they...
Beauty Packaging Design In The Age Of Omnichannel Retail
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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...
Blk Bot’s Izzy Sapien On Developing Effective Email Marketing Campaigns
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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...