Beauty Marketing and Today’s Trends

The perception of the public relations sector is often glamorous. Those of us in the industry know the truth: well, yea, sometimes it is! And what’s more glamorous than working in beauty marketing? The free product alone…Screen Shot 2017-02-15 at 10.22.55 PM

Putting the fun beauty tools aside for a minute, this is a market that only continues to grow, and something our team here at PadillaCRT immerses ourselves in on a daily basis.

Just last year, Global Cosmetic Industry predicted that the U.S. beauty sector would be worth $90 billion by 2020. Even more impressive: that number would represent a nearly 45% gain in just 10 years.

Though, with all this growth, comes major transformations within the category. Why should beauty brands pay attention? Consumers have become accustomed to (and in some cases expect) the rapid pace with which beauty evolves. If brands can’t get on board quickly, they may miss the boat completely.

With that in mind, I asked the team to make some observations about changes or challenges in the beauty industry. Below you’ll find some occurrences we’re observing in 2017, from both a brand and third-party media perspective.

On the Media Side

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On the Brand Side

The above are a few examples of the many current trends we’re seeing in the beauty marketplace. What have you noticed? And how are you reacting to some of the challenges mentioned above?

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