BoF's Year in Fashion | Beauty Adapts to the Zoom Era

Beauty Booms in the Zoom Era View on Web Add to contacts New reader? Subscribe YEAR IN FASHION ADVERTISEMENT THE UPFRONT The Business of Fashion will be taking a break between 24 December 2020 and 3 January 2021. In the meantime, explore our analysis from an unparalleled year for the global fashion industry. We wish you a happy holiday season and a great start to 2021. Dear BoF Community,  During a recession, lipstick sales are used as a barometer of consumer sentiment, a tube of lipstick being that affordable luxury people turn to no matter how bad the economy. Not so during a pandemic. Quarantines and mask wearing prompted sales of lipstick — and colour cosmetics more broadly — to slump, while skin care boomed as consumers turned to self-care and wellness during lockdowns. "The lipstick index has been substituted by the moisturising index," said Estee Lauder CEO Fabrizio Fred. As stores were closed, beauty e-commerce sales skyrocketed, while mass retailers like Target and Walmart, once seen as the less glamorous alternative to speciality stores, were a boon to beauty brands. Ulta is even opening shop-in-shops at Target. Meanwhile, Puig and Coty snapped up stakes in Charlotte Tilbury and Kim Kardashian-West's KKW, respectively. And Tiktok, which really hit the beauty mainstream this year, became the holy grail marketing tactic for brands looking to make a viral splash. Tamison O'Connor, Senior Editorial Associate The Business of Beauty Beauty Booms in the Zoom Era BY Rachel Strugatz Beauty retailers like Ulta are seeing their online businesses skyrocket. They have 'the lipstick effect' — consumers' desire for affordable luxuries in a crisis  — to thank. But it's a different suite of products boosting sales this time. Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty Is This the End of Beauty Testers? BY M.C. Nanda Shoppers like to try out beauty products before they buy them. Is it possible to do that safely now? Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty How Brands Go Viral On TikTok BY Chavie Lieber Becoming the subject of a viral challenge on the video platform can be like catching lightning in a bottle. But there are certain strategies that can help beauty brands strike it big on TikTok. Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty Why This Black-Owned Beauty Brand Doesn't Need Sephora BY Rachel Strugatz Supa Cent, founder of The Crayon Case, has grown the company into a multimillion-dollar business that's spawned numerous copycats – without the help of investors or retailers Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty What's Selling in Beauty Right Now BY Tamison O'Connor Early in the pandemic, consumers stocked up on fancy face masks, relaxation lotions and luxury vibrators. What are they buying now? Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty The Skin-Care Brand That's Unexpectedly All Over TikTok BY Cheryl Wischhover L'Oréal-owned mass-market brand CeraVe went from staid dermatologist mainstay to Gen Z social media darling. As younger skin-care consumers focus more on ingredients and value, and less on product aesthetics and prestige positioning, the brand's strategy offers a case study for mass beauty brands seeking new audiences. Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty Beauty Brands That Sell in 'Essential' Retailers Are Feeling Pretty Lucky Right Now BY Cheryl Wischhover Mass retailers were seen as the unglamorous alternative to Sephora. Now they're the only game in town. Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty Drunk Elephant Got the Big Fancy Exit. Now What? BY Rachel Strugatz Shiseido's $845 million acquisition of Drunk Elephant was the most buzzed-about beauty deal of 2019. Here's how the Japanese conglomerate plans to turn its new brand into a global powerhouse.  Breaking News What Charlotte Tilbury Can Do for Puig BY Tamison O'Connor The Spanish group acquired a majority stake in the buzzy British label, significantly boosting its presence in the beauty market. Try BoF Professional for 30 days for $1/£1 JOIN The Business of Beauty Glossier Presses Pause on 'Play,' Rethinks Makeup Strategy BY Rachel Strugatz The beauty company debuted its first new brand last year to much fanfare, but sales failed to match the hype. Founder Emily Weiss talks exclusively to BoF about what she learned from the experience, and her plans to extend Glossier's rapid growth. Try BoF Professional for 30 days for $1/£1 JOIN BoF CAREERS - FEATURED JOBS   Supply Strategy Analyst Vestiaire Collective   Paris, France   E-Commerce Manager Nili Lotan   New York, United States   Customer Service Associate The Business of Fashion   London, United Kingdom View All Jobs Subscribe Were you forwarded this email? To subscribe to this newsletter, click below. Subscribe for Free Follow Us The Business of Fashion Sponsorship & Advertising About This email was sent to edwardlorilla1986.paxforex@blogger.com Add to Address Book | Unsubscribe | Edit Newsletter Subscriptions The Business of Fashion Moray House - 6th Floor · 23-31 Great Titchfield St London W1W 7PA · United Kingdom