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How Holme Beauty is disrupting traditional makeup marketing tactics

Inside Retail

Makeup artist turned brand founder Hilary Holmes is challenging traditional beauty marketing tactics that leverage and profit from consumer insecurity through her cosmetics company Holme Beauty. Holme Beauty was founded in 2021 in Melbourne, but the idea had been brewing for almost two decades prior.

Marketing 263
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Adore Beauty records good growth, plans to launch skincare line

Inside Retail

Pureplay online retailer Adore Beauty has reported positive sales momentum in the first half of the financial year. The company is on track to launch its private label skincare line in the fourth quarter. The company is on track to launch its private label skincare line in the fourth quarter.

Line 246
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Why health, fitness and beauty brands are getting real (and funny)

Inside Retail

Health, fitness and beauty. A simple image search for health and fitness reveals screeds of bronzed, impossibly-toned bodies, paired with motivational slogans encouraging people to try harder, reach further, strive, dominate, or ‘just do it’. We’re seeing a similar shift in the beauty industry.

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From supplements to skincare: Why wellness brand Swiish is entering beauty

Inside Retail

Swiish takes an inside-out approach to wellness with its supplement range and now it has extended its holistic approach to beauty with a skincare range. Consumers want products that fulfil their aesthetic needs as well as their short-term and long-term health concerns. Swiish stands out because we are leaders, not followers.

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Adore Beauty Group eyes first physical store as revenue surges

Inside Retail

Adore Beauty Group enjoyed higher revenue in the fiscal first half on the back of a record number of returning customers and more active customers. We are also working with a specialist design agency, Akqa, to explore how the Adore Beauty brand can be brought to life in a physical format.”

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The problem with beauty advent calendars

Inside Retail

I’ve had a tumultuous relationship with the beauty advent calendar. After months and months of back and forth with an offshore manufacturer and an artist, 200 beauty advent calendars arrived in the office. People love beauty advent calendars for their novelty. It broke my marketer’s heart. That is the truth.

Marketing 238
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Bankrupt beauty: Lessons from Revlon’s supply chain failures

Inside Retail

For the 90-year-old beauty giant, the filing represents a final lifeline, as it attempts to rectify debt with creditors by borrowing over $370million. When business was booming, Revlon’s strategy was to expand sales through mass market department stores, as well as buying expensive advertising. The democratisation of beauty.