Beauty is having its moment – over the last few years this category has blossomed. When looking at the latest beauty trends and brands: What is attainable? How is it innovative? How do brands hop on trends – or lead them? And innovative, strategic marketing is critical to succeed. To hear the entire conversation check out So Much More Ep. 68: Glossy Brands Finding Inspiration in Beauty and Fashion.
[00:00:00] I would love to shift gears a little bit more towards the beauty angle because I think
[00:00:03] beauty has its moment. The last few years has really strengthened in the category and
[00:00:09] you guys cover beauty really, really well. What would you say are some of the brands that are
[00:00:14] really doing a great job and some of the hotter trends in the beauty category?
[00:00:19] Oh my gosh. I would say, I mean, it's no surprise. I think one of the leaders is
[00:00:23] Elf and started as a very, very attainable brand, like $2 lipsticks. It has to do with their marketing
[00:00:31] and everything from their Super Bowl ads to... It's always, again, very tapped into pop culture,
[00:00:38] very innovative, but also they're moving quickly to product development. A trend hits, you see it.
[00:00:44] If they're not leading the trend, they're on the trend in a matter of weeks. I think that Elf is
[00:00:50] doing something right and they've got, again, a great marketing team behind them. A lot of what's
[00:00:55] working is marketing, but then I'm not going to lie. How many skincare brands can you have?
[00:01:02] They're really, this is the proof. I would say marketing matters. We're hearing a lot about what
[00:01:07] types of marketing is resonating. Is it about clinical trials? Does the customer want to see
[00:01:13] that? Is it before and after? Yes, it is. That's changing because for a minute there,
[00:01:19] it was about clean skincare and it's still about ingredients, but now it's the new standard. If
[00:01:25] you're not clean, you need to be clean. That's the bare minimum. You don't even have to say it.
[00:01:30] The transparency is there, so you'll be called out with any sort of a BS type of a statement you're
[00:01:36] making out there. In terms of trends, I mean, should we just have fun? I mean, lip oil.
[00:01:45] Yes.
[00:01:46] Any lip product, the lippies. Everybody wants a lip product. It's moved on. There's definitely
[00:01:54] been an evolution in terms of what's working for face makeup. For a minute, it was all about contouring,
[00:02:01] and then it was dewy, Hailey Bieber. It still is basically that, but it changes all the time.
[00:02:10] Now there's a whole trend on TikTok that's about, I don't know if you've seen it, like,
[00:02:13] are you high contrast or low contrast? Yes. That designates what works for you and all the things.
[00:02:21] I think we'll see a change there. Hailey Bieber's road is definitely a hot one. They haven't rolled out a
[00:02:30] ton of product, and they already, you know, they have great merch that's innovative with putting
[00:02:34] their lip balm on a lip case and on a phone case and all the things.
[00:02:39] It's so brilliant.
[00:02:40] What were you going to say?
[00:02:41] I was going to say, it's so brilliant. We actually have a coworker of ours. She has it. She
[00:02:45] was in a meeting the other week. I go, what is that? That's amazing. And she goes, it's road.
[00:02:48] And she showed us the phone case plus the lip gloss, and I was very compelled. I will buy it. I guarantee
[00:02:54] you. Yes. They're doing a great job.