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Why Are So Many Beauty Brands Faking Scandals?

In an engagement economy that rewards shock over scale, brands are causing drama in the hopes of capturing their audience’s attention. But it’s a risky strategy for an industry never too far from actual controversy.

© Colourpop, Dieux via Instagram

Brands are deploying spoof apologies and parody rebrands in an attempt to capture audience attention.
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Case Study | The Strategy That Brought Adidas Back From the Brink

Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.

© Adidas

Introducing BoF's latest case study: The Strategy That Brought Adidas Back From the Brink
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The New Resale Marketing Playbook

As competition in the resale market continues to heat up, secondhand marketplaces from eBay to Poshmark are upping their marketing game to underscore what makes them unique.

© Depop

Musician Kacey Musgraves starring in a Depop campaign.
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The Loudest Met Gala Yet

A new gallery space, a record $42 million in funds raised and the return of Beyoncé contributed to the increased visibility of this year’s event. But much of the uptick in attention came from the backlash against sponsors Jeff and Lauren Sánchez Bezos.

© Getty Images

Beyoncé attended her first Met Gala in 10 years, serving as co-chair of the evening.
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