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The Gen-Z strategies of young and established beauty brands

The Gen-Z strategies of young and established beauty brands
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The new beauty rules: Beauty routines disrupted

20 April 2021    6 min read This article is the second in a four-part series by Carat, examining the beauty industry. Read part one here.  As COVID-19 disrupted lives in every way imaginable, beauty consumers reassessed the role of the category in their routines, rethinking what was important, what to keep, what to cut and what would help them cope. This part of the series takes a deep dive into disruption has shaped the buying habits of people in a post-2020 world. Skin-fluence As make-up sales struggled in 2020, there was a surge in interest for skincare. Several factors drove people to focus on skin, as they found themselves (and their faces) experiencing entirely new conditions including:

Why it's not enough for celebrities to put their names to beauty brands

April 02, 2021 Kylie Jenner has turned Kylie Cosmetics into a multimillion-dollar business. Reuters Remember when every other celebrity suddenly decided to launch their own fragrance? We’re talking about the 1990s and early 2000s, although some continued the trend for a while longer. Back to the present, there’s a new category catching the interest of the stars: welcome to the era of celebrity beauty brands. From make-up to skin, hair and body care, more and more celebrities are launching their own beauty brands – and it doesn’t look like the trend is going to end any time soon, although it’s not entirely new either.

Nurturing beauty & well-being

Updated Mar 12, 2021, 4:23 pm IST The beauty industry has moved ahead from fostering cosmetic good looks to therapeutic goals  Selena Gomez When Selena Gomez announced her brand, Rare Beauty, last year, it was through an Instagram video which set out the brand’s purpose: to support people in their journey to feel more comfortable with themselves. Beauty brands, besides focusing on outward good looks, are now also looking to help consumers suffering from anxiety and depression. They have been doing a lot of Instagram Live shows on self-care.   “The time we spent locked up in our homes during the Lockdown has left many of us reeling from the effects of loneliness, anxiety and stress. In fact, these problems are assuming chronic proportions. Chronic stress has disastrous effects on our mental, physical, emotional and spiritual well-being,” says Shahnaz Husain, Founder-Chairperson-Managing Director of The Shahnaz Husain Group in India. But the famous beauty entrepreneur fee

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