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.
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.
As 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.
By 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 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.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
As 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 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 reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
With 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.
Switching 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.
Isabel 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.