Skinfluencers may dismiss products like makeup wipes, pore strips and face scrubs, but that hasn’t stopped them from becoming unlikely hits for beauty disruptors.
Join us for our next BoF Professional Masterclass on Wednesday, May 20, at 17:00 BST / 12:00 EDT as case study author Lei Takanashi and a panel of experts exploring how brands cultivate hype through community-based storytelling, the role of hero products, and intimate retail experiences that turn customers into believers.
Hype is often misunderstood as fleeting or superficial, but it’s ultimately about getting consumers excited and offers brands a powerful means to cut through noise and capture attention. With shoppers tiring of viral marketing stunts, however, brands need a new playbook that can deliver sustained cultural momentum.
Case Study | The New Hype Playbook: From Drops to Stories
Italian daily la Repubblica reported, without citing sources, that Armani CEO Giuseppe Marsocci is preparing a business plan as he moves to appoint two advisers to oversee the sale.
Former Browns buyer Mandi Lennard joins Imran Amed to remember Joan Burstein, the woman who turned a South Molton Street boutique into a gateway for global fashion.
At this year’s Global Fashion Summit, the industry reframed sustainability around its financial value and presented it as a business survival strategy.
In a market of increasingly segmented shoppers, legacy labels like Olay and Covergirl are rethinking what it means to be a multigenerational beauty brand.
The fashion retailer denied infringing Estée Lauder’s Jo Malone trademark, saying in court filings that it uses the perfumer’s name on collaboration scents in line with principles the cosmetics giant set out in 2020.
German firm Henkel reported an organic 1.7 percent rise in first-quarter sales, beating market expectations and growing both its consumer goods and adhesives businesses.
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