Effie Asafu-Adjaye’s Post

KOSÉ is breaking boundaries in the beauty industry! 💁♀️ Their focus on innovation, sustainability, and personalization is redefining beauty for a global audience. From smart beauty tools to genderless marketing, KOSÉ is leading the way in the future of cosmetics. https://lnkd.in/g7idiZTa  #startupgrind #futureofbusiness #businessstrategy

Competing on price isn’t a strategy - it’s a shortcut to irrelevance. Success lies in building a brand that resonates deeply with consumers by offering unique value. Let’s explore two makeup brands that have mastered this in completely different ways: First, there’s Glossier, a prestige makeup brand founded by Emily Weiss. Weiss didn’t set out to create a budget alternative to high-end makeup. Instead, she built a brand rooted in connection. Starting with a blog that felt like an exclusive backstage pass to celebrity beauty routines, she cultivated a loyal community of beauty enthusiasts. When Glossier transitioned into a makeup line, it carried that insider aesthetic forward, offering not just products, but an experience and a sense of belonging. For Glossier’s audience, it’s not just about makeup - it’s about being part of something bigger. On the other end of the spectrum is e.l.f.. Designed to appeal to savvy consumers who love premium quality without the premium price, e.l.f. quickly found its niche. But the real magic happened when the brand leaned into building an online community and actively engaging with its consumers. By adopting a digital-first strategy that turned fans into vocal brand advocates, e.l.f. transformed from a value brand to a cultural movement. Here’s the key takeaway: The value of your brand isn’t defined by what the products cost - it’s defined by the unique value you bring to your audience. How are you creating value that sets your brand apart? #BrandStrategy #ValueOverPrice #MarketingInsights 

This deep dive into how the beauty industry and the way that makeup brands are born has changed over the past decade that I didn't know I needed 🙌 It's a stitch to a video about Kylie Jenner's brand from The Lipstick Lesbians (beauty product educators/experts/developers with decades of experience) on TikTok but it explains perfectly the way that social media and DTC changed the way that brands and products were created and marketed - and whether that would even be possible today. 🤌 It also addresses the difficulties beauty brands face when they go from being a founder-owned and led brand to one owned by a corporation. A must watch if you're interested in the dynamics of the changing beauty industry. 👇 Original video link here: https://lnkd.in/eNtx56-4 #beauty #makeup #cosmetics #beautybrand #beautyindustry #dtc #marketing

Data from NIQ reveals that by the end of 2023, celebrity beauty brand sales soared by 57.8%, outpacing the overall beauty category's 11.1% growth. Despite there usually being an initial attraction and buzz around newly launched celebrity beauty lines, consumers are increasingly savvy and having a famous founder is not an automatic key to success. Celebrities like Rihanna with Fenty Beauty, Selena Gomez with Rare Beauty, and Hailey Bieber with rhode skin have found success by capitalising on a niche at the right time. In cosmetics, we are seeing the rise of makeup artist led brands in lieu of celebrity founders. Katie Jane Hughes with her loyal fanbase has amassed great engagement with the launch of her makeup brand. Danessa Myricks Beauty, Sculpted by Aimee and Made by Mitchell are also on the brink of mass market recognition in this category. "The benefit of being an artistry-based brand is that knowledge lends itself to activities such as masterclasses, tutorials and Q&As, either in real life or digitally" says Fiona Glen, Director of Projects at The Red Tree. The celebrity and makeup artist founders can also leverage their communities in an active and considered way in order to ensure their brand is truly catering to their audience. "Ask your community what kind of products they like, give them early access to the products that they’re launching. This will help to mean that the products launched will be in line with consumers expectations. Take your community on the journey with you.” - Fiona Glen, The Red Tree. Follow us for more beauty industry insights. #BeautyIndustry #CelebrityBrands #CelebrityCulture #Cecred

Beyoncé's haircare line just got real. Here's why it's a marketing win. Last week, Beyoncé recently surprised fans with a rare look at her natural hair in a haircare routine video promoting her new line, Cécred. This move highlights valuable lessons for brands. Let's get into it: 1️⃣ Know When to Pivot: Beyoncé is no stranger to selling out of products. 👌🏾 But this time, the initial announcement wasn't enough for some. I saw other celebrities and influencers using Cécred but wondered why I hadn't seen Beyoncé use her hair care line. 👀 Beyoncé's shift to showcasing the use of her product demonstrates the importance of adaptability in your marketing strategy. 2️⃣ Know Your Audience: While some fans were ecstatic and fully prepared to give over their coins, some questioned the authenticity of a haircare line from someone rarely seen with natural hair. 🤔 Understanding your audience's needs and addressing potential concerns is crucial. 3️⃣ Embrace Transparency: Even megastars like Beyoncé need to recognize the power of authenticity. Beyoncé used her product in a way that felt like a get-ready-with-me built trust, and helped cut through some skepticism. When I saw Bey's hair, I thought it was beautiful, and I was immediately like, okay, inches! 😆 When it comes to celebrities with beauty brands, do you need to see them use it? Do you have any other takeaways? Let me hear your thoughts in the comments. #Beyonce #Cécred #MarketingMonday #BrandMarketing #MarketingStrategy #BrandStrategy

𝐎𝐢𝐥 𝐂𝐨𝐧𝐭𝐫𝐨𝐥 𝐋𝐢𝐪𝐮𝐢𝐝 𝐅𝐨𝐮𝐧𝐝𝐚𝐭𝐢𝐨𝐧 𝐌𝐚𝐫𝐤𝐞𝐭: 𝐓𝐫𝐞𝐧𝐝𝐬 𝐚𝐧𝐝 𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐁𝐫𝐚𝐧𝐝𝐬 𝐒𝐡𝐚𝐩𝐢𝐧𝐠 𝐭𝐡𝐞 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 The Oil Control Liquid Foundation Market is growing rapidly, driven by increasing consumer demand for long-lasting, matte-finish makeup products. Rising awareness about skincare benefits, innovative formulations, and a growing preference for lightweight foundations suitable for oily and combination skin types are fueling the market. Expanding online beauty retail and influencer marketing are further enhancing product reach and adoption globally. 𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝 𝐒𝐚𝐦𝐩𝐥𝐞 𝐑𝐞𝐩𝐨𝐫𝐭 𝐇𝐞𝐫𝐞: https://lnkd.in/dRkuv8Pe 𝐓𝐨𝐩 𝐊𝐞𝐲 𝐏𝐥𝐚𝐲𝐞𝐫𝐬 L'Oréal, Estée Lauder, Maybelline Fashion, Revlon, MAC Cosmetics, Clinique, Lancôme, NARS Cosmetics, Christian Dior Couture, CHANEL, Bobbi Brown Cosmetics, Shiseido, Urban Decay Cosmetics, Smashbox Cosmetics, Tarte Cosmetics, NYX Professional Makeup, bareMinerals, Fenty Beauty, Huda Beauty, Too Faced Cosmetics, Charlotte Tilbury Beauty, e.l.f. Cosmetics Australia, IT Cosmetics, Milani Cosmetics, Hourglass Cosmetics, PAT McGRATH LABS, KVD beauty. #OilControlFoundation #MatteMakeup #SkincareFirst #BeautyInnovations

The Untapped Social Media Strategy That’s Boosting Salon Revenue: Are You Using It? Here’s a game-changer that many salons miss out on: Instagram Stories Highlights! 📲 Most salons focus on regular posts, but your Highlights section can be a goldmine for customer engagement. Picture this: You can create Highlights showcasing each of your unique services—haircuts, coloring, bridal makeovers, skincare routines. The best part? It’s a 24/7 ad that works while you sleep! 💤 Clients who check out your profile will know exactly what to expect from your services without scrolling endlessly. But here’s the kicker—highlight customer reviews and real-time transformations. People love seeing authenticity, and this could be the deciding factor in their booking. Want to take your salon’s social media game to the next level? [Discover more insider tips here! #SalonMarketing #SocialMediaStrategy #CustomerEngagement #BeautyBusiness #DigitalMarketingTips 4o

CASE STUDY: rhode skin ✨ Case studies are finally back, and it was fascinating to dive into rhode skin! I aim to keep adding intriguing content for you to read and learn from, and this piece was quite a challenge amidst all the noise around Rhode Skin and celebrity beauty brands. This article explores the strategies and buzz around Rhode Skin, from sensorial marketing via food to the unique phone case and PR packages. 💄 🍍 As highlighted in Jennifer Carlsson's monthly recap of trending brands on TikTok and Instagram, it's no surprise that Rhode has consistently ranked in the top 3 brands throughout the year! Did you buy the iconic lip phone case? Let me know in the comments! #beauty #innovation #celebrities P.S. How do you feel about celebrity brands? P.P.S. Is there a celebrity you would like to see launch a brand?

Authenticity & Consistency Matter! Tell your brand story authentically from your own perspective and clearly communicate your mission. Consistency across all platforms—social media, websites, and other communications—is crucial. Authenticity and consistent messaging build trust and foster loyalty among your audience. Stay true to your brand! #MLWPR #PRagency #MinorityOwned #LocallyOwned #WomenOwned #beauty #fashion #lifestyle #health