benefit

A slew of new entrants, from indies to LVMH-owned giants, are jumping from makeup into skin and “hybrid” concepts. But the road to skin care equity is harder than it looks.

Vans, Balenciaga and Benefit Cosmetics are among the brands tapping the multi-billion-dollar video gaming industry with strategies aimed at generating buzz and fostering community.

Beauty brands are focusing on data analytics to inform their product development and marketing as the industry moves toward greater personalisation.

Brands must think beyond surface-level marketing to tap a world with its own rulebook.

With $1.5 billion dollars in annual sales, Benefit has laid claim to beauty’s hottest category: brows. Can the LVMH-backed player’s latest marketing move recast it as a fully-fledged lifestyle brand?