This year, Vogue's September issue boasted a whopping 650 pages of ads for lifestyle products — the largest number ever. Among hundreds of offers, it's becoming increasingly difficult for consumers to keep up with what's new. They're turning online for inspiration and advice, with many tapping into the crowd-powered wisdom of YouTube, Facebook and beauty blogs.
Beauty brands can use this trend to their advantage. One that's doing it well is San Francisco-based BeautyArmy.com. We interviewed founder and CEO Lindsey Guest, as well as Anna Shaw, Director of Brand at Smart Design, about strategies that beauty and personal care brands apply to reach their audiences in an overcrowded marketplace.
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