How Revolution Beauty is using the ‘power’ of DTC to drive ‘huge’ growth
Niamh CarrollThe 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.
‘A new narrative for menopause’: Tena and Channel 4 unveil Diversity in Advertising prize-winning campaign
Michaela JeffersonThe ‘#LastLonelyMenopause’ campaign highlights some of the realities of the menopause in ways it says have not before been seen in British TV advertising.
How Avon laid foundations for multichannel personalisation
Marketing Week PartnerThe international beauty giant shares the initial steps on its journey to providing a seamless, one-to-one customer experience across multiple sales channels.
Coty CFO: Ramping up marketing spend was ‘undoubtedly the right decision’
Charlotte RogersIncreased 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.
Growth Hacks: Lovehoney on finding a space in pop culture
Matthew ValentinePursuing partnerships, entering awards and carving out a place in culture are all strategies that have helped sexual wellbeing brand Lovehoney achieve global growth.
How Dove redefined beauty for the pandemic
Marketing Week ReportersAs a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.
Evolution not revolution: How Rimmel and Max Factor are repositioning for growth
Manny PhamBy repositioning Rimmel and Max Factor, Coty has been “redefining” what each brand stands for while staying true to their heritage, a move which is already helping to shift the dial, according to marketing director Ian McCarthy.
Coty to ramp up marketing to ‘capitalise on momentum’
Manny PhamCoty says its cost cutting programme is enabling it to “reinvest more in marketing” as it looks to further boost sales during the critical Christmas period.
Nestlé Purina: Culture change is the major challenge in our effectiveness journey
Michaela JeffersonEmbedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
Wella’s marketing boss on his plan to create ‘billionaire brands’
Manny PhamAs Wella carves out an independent future after being sold by Coty, CMO Hugh Dineen has been brought on board to drive growth and “unleash the spirit of dynamic entrepreneurialism”.
Nike credits ‘innovation, brand strength and scale’ for DTC success
Manny PhamNike pointed to direct sales increasing 28% to $4.7bn (£3.4bn) and a rise in online sales, as proof of its digital strategy is working, as it aims to be a 40% digital business by 2025.
Marketing Week Top 100 2021: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Growth Hacks: FemTech brand Elvie on disrupting a market
Matt BarkerWith its award-winning products and innovative ideas, Elvie continues to enjoy great success. As CMO Aoife Nally explains, that startup spirit of invention remains as strong as ever.
1 Comment
Philips’s CMO on bringing customer-centricity to a product-focused business
Michaela JeffersonSwitching focus from product to the customer has helped healthcare giant Philips pivot to a digital-first mentality, enabling the business to thrive amid the challenges of Covid-19.
Lego appoints new UK marketing boss
Lucy TesserasIsabel Graham takes on the head of marketing role in the UK and Ireland as former UK marketing boss, Marius Lang, leaves to become general manager for Lego Group in Benelux.