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Celeste Barber beauty push generates $6m in sales for MCo Share Cosmetics brand MCoBeauty credits a growth surge on its influencer strategy after the Celeste Barber-fronted brand delivered huge sale numbers through its supermarket partner, Woolworths. Launched in 2016 by Shelley Sullivan as the little sister of ModelCo to offer consumers affordable but trend-driven beauty products, MCo was Woolworths’ top-selling brand last year, out-selling global competitors L’OReal, Maybelline and Rimmel. MCoBeauty CEO Shelley O’Sullivan says partnering with Celeste Barber for an Instagram-led influencer campaign generated more than $6 million in sales. Ms Sullivan said the brand was launched as perceptions in the beauty industry around price, affordability, and access were starting to change. This shift created a perfect storm with the rise of influencer marketing and connected with a mass consumer base that wanted a premium beauty experience at supermarket prices. ....
January 21, 2021 10:56 Are Media’s Beauty Crew has announced the launch of seasonal digital issues. The announcement: Are Media’s Beauty Crew has launched a dedicated digital issue, further extending its digital reach and providing its 18 to 34-year-old audience with deeper and thought-provoking long-form content on the latest beauty trends. Each quarterly edition will have a seasonal focus and include a cover star, curated interviews, and inspiring features, all through a beauty lens. Beauty Crew is the ultimate go-to for the best buys, hottest celebrity and runway trends and easy how-tos. Commercial partners can integrate their brands across the new digital issues, giving them access to Beauty Crew’s highly engaged audience. ....