Pauline Idogho’s Post

As we celebrate 20 years of Beardwood&Co., I'm struck by how some of our earliest projects foresaw big market shifts to come. In 2005, we worked with Lisa Reynolds at Procter & Gamble on brand positioning for IMAN Cosmetics, Inc. Iman launched IMAN Cosmetics, Inc. in 1994, 25 years ahead of Fenty Beauty by Rihanna. In 2004, P&G signed on to distribute Iman and needed to explain to retailers why they should stock two brands for WOC - P&G's Cover Girl Queen (with Queen Latifah) and Iman 👀 😱 We heard the frustrations of WOC in finding cosmetics to achieve the fresh, natural glowing look they wanted, evoking strong, sexy confidence ✨ WOC have enormous respect for Iman, seeing her as: 1️⃣ A Supermodel from Africa who broke conventional beauty boundaries 2️⃣ Successful Role Model, Married to David Bowie, Mother, Business Woman 3️⃣ Elegant, Flawless, Sophisticated, Classy, Empowering We heard that they loved iconic imagery of Iman, but found lighter, more glowy make-up looks more relevant. And when Iman was not in the imagery, her essence comes through with models who exude regal elegance and strength. It's incredibly impressive that Iman remains a powerful leader in the cosmetics space today, not to mention a full line of clothing and jewelry on HSN. Fenty Beauty by Rihanna tapped into many of these same insights and same benefits to become today's most successful celebrity beauty brand, with a deep commitment to diversity and inclusivity. In reality, it often takes a few pathbreaking entrepreneurial brands addressing unmet needs before one of them truly breaks out and seen as the category transformer. Where else have you seen a similar story?

“I think of it as an iconic, mission-driven brand. Customers aren’t just buying this because of the person, but because of what the brand means.”   This is what Vennette Ho, managing director and global head of beauty at financial services and investment company Raymond James, says about Rare Beauty by Selena Gomez.

 It’s not often we feature a DTC brand, but Rare Beauty stands out for its approach to marketing, branding, and connecting with consumers.   Established and new retailers can learn a lot from how Gomez and her team talk openly about real life challenges and how this helps build trust with consumers. 
“We made products for our people. Studies show that Gen Z is the loneliest generation. [That was where] we felt we could make a tangible difference: We can provide a platform of connection.”

 A long article but well worth the time to gain insight into how one brand is working hard to be there for its customers.

 Read: https://bit.ly/4803glF   #retailin2024 #whatcustomerswant #customerexperience #morethanabrand

🌟 Exciting News! 🌟 Three Slay Queens are turning heads with their extravagant marketing tactics! 💃🏽🔥 These three stylish ladies recently made waves on social media, showcasing an eye-catching lingerie brand in the most daring way. 🔝💋 In their latest video, they fearlessly flaunt the company's newest lingerie line, leaving little to the imagination in black underwear and bras. Their boldness has garnered significant online attention! 📣💯 Dressed immaculately in matching black ensembles, they exude confidence as they strike poses that transform their bodies into stunning, moving billboards. 🎥🙌 While this advertisement does come with some controversy, there's no denying that it has generated an incredible buzz for the business. ✨🔥 Check out the electrifying video by clicking the link below! ⬇️ [Video Link] -> https://ift.tt/KhlrVUO Let your imagination run wild with these fearless divas and their exceptional marketing strategy! 💣🔝 Don't forget to share your thoughts about this captivating advertisement in the comments below. 👇😊 #marketing #advertising #lingerie #socialmedia #branding #promotion #boldmove

Case Study: Blair Eadie 🔎 What started as a passion project out of love for fashion and style has become a platform followed by millions and partnering with some of the hottest brands. Blair Eadie, the owner and operator of her style site Atlantic-Pacific, knows a thing or two about doing what you love and organically growing a community. Here's what we can learn from the style icon: • Stay authentic and the right people will support you • Find a niche aesthetic and stick to it • Connect with your audience without compromising on your values #thecontentqueens #socialmediamarketingagency #contentmarketingagency #socialmediaexpert #marketingsocial #socialmediacontent #digitalmarketingstrategy #socialmediastrategy #contentstrategy #creatingcontent #ccontentcreationtips #contentcreationstrategy #contentcreationagency #socialmediatoolkit #clientspotlight #dreamclient

"The TikTok effect" FYI --> Spring Summer 24 on TikTok = 9.5Bn views 💫 "Where other networks brings media impact, TikTok can quickly influence mainstream culture.  Fashion communication in the age of TikTok is instant, democratic, diverse and, most importantly, entertaining. " From the SS24 Womenswear Roundup by KARLA OTTO and Lefty. Read more about all trends: The A-List Effect, The Athlete Effect, the superstars from Thailand, the rise of nostalgia marketing (my favorite ❤️ ) etc. Download & read the report here: https://lnkd.in/eJDc4wpB

Still a long road ahead, but major props to Raquel Scoggin for giving NPR Shop's digital game a killer upgrade, and big ups to Luke Medina for crafting those chic Black Stories, Black Truths. campaign merch ♥️ In my book, building a brand is all about crafting a lifestyle. Merch is like a rad handshake with your community, especially the ride-or-die fan group. 🤘What makes this even more fantastic is the current landscape where loungewear and streetwear have seamlessly merged into the realm of fashion and daily attire. Merch isn’t just relegated to the confines of our homes anymore; it’s a bona fide part of our everyday life. Wearing a piece of merch tells a compelling story about who you are – whether it’s a stylish local coffee shop, an iconic celeb, or a purpose-driven agency that echoes your values, be loud and proud to communities and the world we live in💫 Rock that gear, because it's not just fashion – it's a statement and a chance to let your values do the talking. Let's keep this vibe alive! 🚀 #WearYourValues #nprlife 🛍️- https://lnkd.in/eakr3fBU

"Sleep 8 hours in 8 minutes." Now that's how you write a value proposition. The kind that will make shoppers stop and pay attention even in the world's most competitive beauty market. The kind that will make a strategist take a photo even though she's been on her feet for 11+ hours, seeing the sights.* (*Was looking for a specific holiday photo this morning, stumbled upon this instead.) #brand #brandbuilding #value #customervalue #valueproposition #beauty #jbeauty

Ugh! Not another celebrity make up line!!!! That’s what I would be saying if Serena William’s new make up brand WYN Beauty (pronounced Win) wasn’t bringing anything new to the celebrity brand table.  But it is. The beauty industry is HUGE and since Rihanna launched Fenty Beauty back in 2017, there has been a huge shift in the cosmetics industry. Fenty has truly taken the world by storm and from what i've seen, it has left many asking if there's space for anything new, since every shade you could find has already been created! But here's the thing, Serena Williams has tapped into a niche that doesn't have a lot of attention: make-up for the active woman. As someone who is widely regarded as one of the greatest tennis players of all time, Serena has first hand knowledge of what active women lack when it comes to make-up. It's not just about looking good for a photo. Products need to perform! "On and off the court, Serena’s strength has always been coupled with self-expression through beauty. She believes in the beauty of showing up as your best self, so WYN BEAUTY products are developed with clean, high-performing ingredients that wear beautifully all day." Yes, the average Adeola or Beccy can use these products, but Serena is filling a void that solves a problem for a group of people who need it. What do you think? Is the beauty industry overwhelmed as it is, or do you think this brand is a Wynner? #branding #SerenaWilliams #WynBeauty

Giant b00bs wedged between buildings in London?? 👀 Oh wait, it's my fault... A few weeks ago we sat down to brainstorm marketing ideas for Lounge's first ever retail store. Lingerie brands all seem soooo serious. But if you've ever hear me talk about creativity, you'll know I believe that PLAY MATTERS. So, I was thinking about how much women struggle to find the perfect fitting bra. And how we could have a bit of fun with that. (Plus we'd seen all the incredibly CGI videos breaking barriers between reality and imagination.) Connecting dots, we came up with "still can't find the perfect fit?" James and Reda then worked their magic. Yes, it was modelled from a stress ball 😆 The rest is history. 💡Yours truly 📹 James Bird & Reda El Mraki 🪄 Reda El Mraki for Lounge Underwear #creativity #marketing #advertising