Sol de Janeiro’s Post

Deconstructing Rare vs Rhode beauty - Brand positioning Celebrity-founded skincare and makeup brands have indeed seen a significant rise in popularity and prevalence over the past few years. I’m diving into the marketing strategies of two powerhouses - Rhode Beauty and Rare Beauty. 🌸 Rhode: Hailey Bieber The brand thrives on Hailey Bieber's popularity, offering a glimpse into her glamorous world. If you aspire to embody the radiance of Hailey herself, Rhode Beauty is your ticket to the spotlight. Some of their campaigns include achieving Hailey’s oh so popular “Glazed donut” look or the “Strawberry girl” look - the entire brand is built on targeting people who want to look like Hailey Bieber. 🌼 Rare Beauty: Selena Gomez On the other side of the spectrum, Rare Beauty stands as a brand that promotes individuality and authenticity. Their campaigns shine a spotlight on real people, transcending the boundaries of celebrity culture. Their recent campaign “WeAreRare” community also focuses on one owning their individuality. Selena’s strategy for Rare Beauty’s was inspired by the brand’s main mission - that of breaking down standards of perfection within the industry. In short- 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗹𝗼𝗼𝗸 𝗹𝗶𝗸𝗲 𝗛𝗮𝗶𝗹𝗲𝘆 𝗕𝗶𝗲𝗯𝗲𝗿, 𝗯𝘂𝘆 𝗥𝗵𝗼𝗱𝗲. 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗲𝗺𝗯𝗿𝗮𝗰𝗲 𝘆𝗼𝘂𝗿 𝗶𝗻𝗱𝗶𝘃𝗶𝗱𝘂𝗮𝗹𝗶𝘁𝘆, 𝗯𝘂𝘆 𝗥𝗮𝗿𝗲 𝗕𝗲𝗮𝘂𝘁𝘆. #RareBeauty #RhodeBeauty #BeautyBrands #MarketingStrategies #CelebBeauty #brandpositioning #socialmediamarketing #marketing #Celebmarketing #selenagomez #HaileyBieber #positioning

Maybe it’s Maybelline? Or maybe it’s not. Dupe culture, as fuelled by social-media, is becoming more prominent than ever, as the demand for less expensive alternatives to brand-name products rises. A whopping 51% of UK consumers agree that the rising cost of living has increased their consideration to purchase dupes of their favourite products. What will this shift in consumer behaviour mean for your brand? See our latest report below, and discover how in a sea of clones, your brand can stand out and remain top choice. #Savanta #consumer #behaviour #dupes

It is an insightful article to decode the strategies from different approaches to building celebrity brands. It has pros and cons to using the synonymous approach, the style reputation tactics, and personal value strategy respectively in brand building. Maybe a hybrid approach is worth trying and considering as the celebrities are involved. #brand#strategy

Since moving back to America, I've noticed so many celebrity brands! So, I wrote an article on behalf of Labbrand to investigate the brand strategy under star-studded brands that seem to be taking over the US market. Does Beyonce ever miss? Should Ariana Grande stick to singing? How do these brands hold up from a strategic branding perspective? Read on to find out!

Are there any brands utilising social as well as Marc Jacobs at the moment? Not only is the brand having a huge renaissance, but is tapping creators to make user-generated content and ingeniously blending GenZ humour with high fashion, showcasing influencers in the latest MJ collections. And everyone looks like they are having a blast doing it. Impressively the brand has effortless channelled TikTok’s culture, whilst avoiding obvious commercialism. By featuring influencer-created content directly on the official Marc Jacobs account, instead of just on the creators’ personal feed, the whole campaign feels fully cohesive, irreverent and miles away from the rest of the industry. Partnerships with the likes of Alex Consani, known for her Gen Z humour or the "Chick-fil-A Sauce Girl," Gina Lynn, leverage meme culture, all with lo-fi production values. It is classic Marc Jacobs, going left when everyone else turns right. With a ton of very serious luxury re-brands taking place, the lightness of touch at Marc Jacobs feels more refreshing and authentic than most. Look around you in the street. MJ bags are everywhere and on cool kids. In fact, sales have never been stronger, breaking the €1bn mark for the first time. The brand is now led by Eric Marechalle who moved over from LVMH-owned KENZO Mode. He joined when the business was at an all-time low with revenues dropping below $300m, but has restructured the brand and seemingly revitalised its founder into discovering his love for the industry again. This including a return to the brand’s heritage in downtown New York with a 2,120-square-foot store on Prince Street in SoHo, and a Fifth Avenue flagship will follow. “We will continue to move quickly, opening 20 stores in the next 16 to 18 months. E-commerce, it’s a big part of the business, so we know which states are really asking for the product, and when we open new stores, it also increases e-commerce sales.” Next up is the relaunch of Marc Jacobs Beauty, which was discontinued in 2021. Beauty giant Coty, which has been making Marc Jacobs fragrances since 2001, has acquired the rights and plans to relaunch it in 2025. Humour and fun are rarely utilised enough in our industry but ask anyone who used to work with Jacobs at Louis Vuitton and they’ll tell you it was one of the tightest teams in the industry. It’s good to see the joy and wit back in the brand - the industry missed it. DHR Global #socialmediatrends

Congrats to all the winners of the 2023 Glossy Beauty Awards! I was honored and lucky to be a juror this year. I learned so much and was very inspired by all the entries. The three most important things that I took away from the experience: 1. Our industry is on the cutting edge of marketing. From social media to ecommerce experiences, Beauty and Wellness is moving faster than almost anyone else. 2. Truly great brands and great work start with clear understanding of your target audience and your community. When you are laser focused on the consumer, everything else clicks into place. 3. Don't be afraid to take a risk. Often it is that wacky idea or unexpected partnership or out-there product that breaks through and connects with people. https://lnkd.in/gNZvdWu6

The new CEW State of Beauty Report features insights from CreatorIQ on what makes a beauty brand a social media phenomenon. Find out what platforms matter most to customers, what recently acquired brands have in common and more at WWD: https://lnkd.in/gzTS4giR

Are brands ready to embrace #Dupe Culture? Our Client Director, Sophie Hardie, has been featured in The Guardian talking all thinks Dupe! 📰 Get ready for: 👉🏻 Embracing Dupes: High-end brands are encouraged to acknowledge and leverage the popularity of 'dupes' to stay relevant and accessible. 👉🏻 Consumer Trends: Insights on how modern consumers are driving the shift towards affordable alternatives without compromising on style. 👉🏻 Brand Strategy: Practical advice on how luxury brands can innovate and thrive in this new market dynamic. Read the full article below! 👇🏻 #InfluencerMarketing #BrandStrategy #LuxuryBrands #ConsumerTrends #SocialMediaMarketing

E.L.F. BEAUTY has built a cosmetic business on being the affordable brand of dupes and using pop culture social stars to promote their products. The products are actually great but in the current economic environment gen z love the comparison of elf to higher priced products where they come dangerously close to intellectually property using color codes of the brands such as their new sunscreen which is a dupe for supergoop. Whatever it is working for them but is it a long term sustainable positioning? #beautybrands #cosmetics #businessstrategy

Experiential concepts that celebrate and engage beauty communities is our 'top tip' for generating greater ROI and creating stand out in a busy beauty market place - Some great points covered in this Cosmetics Business article. https://lnkd.in/eTB5Az2P #experiential #experientialmarketing #brandexperience #beautymarketing #beauty #retail #retailexperience #beautycommunity