Beyond the red carpet: How beauty brands are leveraging the entertainment industry

From Fenty Beauty at the Super Bowl to Pat McGrath Labs and Birdgerton, this is a deeply insightful article on how beauty brands are leveraging entertainment in new ways. Top beauty expert and champion for the industry, Vogue Business's Daniela Morosini, featured commentary from our own brilliant SVP and GM of strategy & consulting, Tierney Wilson.

A few key points: 

• “Consumer habits have shifted. Influencer and social advertising doesn't necessarily feel new."
• “Companies are looking to other channels to innovate and to showcase their brands in order to stay relevant.”
• “If the values of the company don’t align with that of the platform or programme, consumers see right through that.”

Read the full article here.