Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.
Coty is focusing on return on investment (ROI) “more than ever” in its marketing, as it looks at the allocation of its budget, CFO Laurent Mercier has said.
The company’s adjusted operating margin expanded 80 basis points to an “all time high” of 19.7% over its 2022 fiscal year, as the beauty giant invests in innovation to support its pricing.
Essity, the company behind brands including Cushelle, Tena and Bodyform, says it has increased sales volume across all business areas despite putting up costs.
Challenger brand Here We Flo is accelerating its growth with TV and expansion into the US, as it works to meet customers “where they are”.
L’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
Samsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
With its humorous take on period dramas, the TV debut of up-and-coming period care brand Here We Flo ranks highly on both distinctiveness and disruption – despite receiving its share of complaints.
The company behind plant food giant Miracle-Gro, Evergreen wants to provoke a rethink of the garden care sector by pushing marketing up the commercial agenda.
The beauty brand has experienced rapid growth since 2014 selling through third-party retailers, but now it’s got its sights set on reaching customers direct.
The ‘#LastLonelyMenopause’ campaign highlights some of the realities of the menopause in ways it says have not before been seen in British TV advertising.
The international beauty giant shares the initial steps on its journey to providing a seamless, one-to-one customer experience across multiple sales channels.
Increased marketing investment behind Coty’s key beauty brands has resulted in a “true turnaround of the business”, with revenue up 12% over the second quarter.
Pursuing partnerships, entering awards and carving out a place in culture are all strategies that have helped sexual wellbeing brand Lovehoney achieve global growth.