The rise of Glossier wasn’t just a success story; it became the blueprint for modern beauty branding. While much of the conversation surrounding Glossier today focuses on the brand’s current state, this episode dives into the marketing firsts that made Glossier a cultural phenomenon and shaped the beauty industry as we know it.

From pioneering the shelfie, founder-driven content, and user-generated campaigns to transforming social media engagement and popularising beauty pop-ups, Glossier created a playbook that countless brands—Merit, Saie, Kosas, Tower 28, Summer Fridays, Rhode, and more—have drawn from.

In today's episode, we unpack how Glossier redefined what it means to be a beauty brand, evolving it into something that feels more like a social club than a business, and explore the enduring impact of The Glossier Effect.

It has been well established that consumers are fed up with celebrity beauty brands. So, why do some of these brands still go on to achieve huge success?

In this week’s episode, we first dive into the business of celebrity beauty brands, examining how they differ from regular startups, beyond just the access they have to personal fame. We then explore Reddit sentiment data to understand how consumers feel about beauty brands in 2024 and how these opinions have shifted over the past decade. We also look into the reputations of individual brands to uncover why some soar while others fail.

Finally, we answer the question: What’s next for celebrity beauty brands?

From the $800 Dyson Airwrap to the $700 Dr. Dennis Gross LED Face Mask and $400 NuFace, luxury beauty devices aren’t just getting attention—they’re flying off shelves.

The rise of high-tech beauty gadgets didn’t happen overnight. In fact, the signs were there long before the pandemic. But how did these devices become so popular? Why are consumers willing to spend so much on them? And if this is what shoppers want now, what’s next?

We’re breaking it all down in this week’s episode.

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To many, the undeniable presence of Korean skincare seems to have come out of nowhere, but in reality, its rise has been anything but random. In this episode, we explore how Korean skincare stands apart from Western products and the story behind its global takeover.

Discover the unique philosophies, innovative ingredients, and viral moments that propelled K-beauty to mainstream success. Plus, we break down the impact of social media trends like "glass skin" and why K-beauty’s affordability was a game-changer in the US market.

All that and more in today’s episode!

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Australia's beauty market flew under the radar until Jo Horgan changed everything by launching Mecca in 1997. By the time Sephora arrived in 2014 to claim its share, it was far too late. But how did Mecca build such a stronghold in the Australian market, why did Sephora take so long to set up shop? Plus, we deep dive into the latest TikTok fixation of which retailer offers more value. We take a look at the data to understand, objectively, which is truly more popular. That and so much more in today's episode!

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Key Figures:

• Only 41.2% of Sephora’s US brands are available at Sephora in Australia.
• 45.6% of Sephora’s US brands are available at Mecca in Australia.
• 61% of Mecca’s brands are exclusives.
• 76.8% of beauty revenue in 2023 was generated offline (Statista). This is projected to decline by 4.9% by 2027.

Analysing 2,500 Reddit comments for each search term revealed:

• "Mecca Beauty loop" has a 61.2% positive sentiment and 16.1% negative sentiment
• "Sephora Beauty Insider" has a 56.7% positive sentiment and 23% negative sentiment
• "Sephora Australia Beauty Insider" has a 48.4% positive sentiment and 21.1% negative sentiment

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In the past decade, shifts in advertising laws have continuously reshaped the beauty business. What did the industry look like before #ad was enforced? How did brands dodge disclosure rules, and when did we stop trusting influencer beauty reviews? Despite its significance, influencer-related legislation rarely gets spoken about.

In 2024, authorities are finally catching up with the impact of influencers—great news for consumers, but a challenge for marketers. In this episode, we explore how brands are navigating today’s regulations, the missteps to avoid, and how to build consumer trust while maximizing reach.

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RESOURCES:

• University of Manouba, Youtube vlogger's popularity and influence: The roles of homophily, emotional attachment and expertise, https://www.sciencedirect.com/science/article/pii/S0969698919303911#:~:text=In%20turn%2C%20the%20vlogger's%20popularity,effect%20on%20the%20vlogger's%20popularity.
• ACCC, Subscribe to media releases, https://www.accc.gov.au/about-us/news/subscribe-to-media-releases-and-speeches
• Social Law Co, Social Media Lawyers, https://www.instagram.com/sociallawco/

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