Most brands have upped their focus on targeting the 1%
Hi, and welcome to Glossy’s Weekly Recap, where Glossy editor-in-chief Jill Manoff breaks down the industry conversation that ruled the week and highlights five of the latest must-read Glossy stories. Sign up here to get Glossy’s daily, in-depth coverage on the businesses of beauty and fashion in your inbox every weekday morning.
For a status check on brands’ recent, current and future strategies, I’ve compiled the results of six polls Glossy ran on LinkedIn and Instagram in late May and early June.
Among noteworthy findings are that more than half of brands have increased their focus on targeting the 1% over the last three years, and just as many have upped the number of product samples they’re sending to influencers and editors.?
On the technology front, a significant percentage of brands reported using ChatGPT to generate product descriptions or other marketing copy. Much fewer said they’re leveraging consumer-facing technologies —?increasingly, implementing technologies that can't be detected by shoppers is the goal.?
Finally, when it comes to marketing, brands revealed mixed feelings about tapping into the Olympics conversation, but an overwhelming percentage said they’re investing in OOH ads.?
Has your company upped its focus on targeting the 1% over the last 3 years?
LinkedIn:
Yes - 54%
No - 46%
Instagram:
Yes - 67%
No 33%
Has your company updated the quantity of gifts/samples it sends influencers and/or editors this year?
LinkedIn:
Yes, we are sending more - 56%
Yes, we are sending less- 22%
No - 22%
Instagram:
Yes, we are sending more - 64%
Yes, we are sending less- 18%
No - 18%
Does your company use ChatGPT to generate product descriptions or other web/marketing copy?
Linkedin:
Yes - 56%
No - 44%
Instagram:
Yes - 29%
No - 71%
Has your company added consumer-facing technologies including smart mirrors to stores?
Linkedin:
Yes - 38%
领英推荐
No - 38%
N/A - 35%
Instagram:
Yes - 11%
No - 89%
Does your company have a plan to get in on the Olympics conversation via marketing?
LinkedIn:
Yes - 6%
No - 94%
Instagram:
Yes - 54%
No - 46%
Is your company investing in OOH advertising in 2024?
LinkedIn:
Yes - 44%
No - 56%
Instagram:
Yes - 76%
No - 24%
Catch up on the week’s 5 most-read beauty and fashion stories below.
The initiative speaks to current disruption in diamonds, where lab-grown versions’ affordability and abundance of supply are causing sellers of both mined and lab-grown diamonds to rethink their businesses.
On Wednesday, Anthropologie introduced its first foray into adaptive apparel via a collection of eight of its existing bestsellers reworked to better fit the lives and needs of members of the disabled community. The idea came about internally, from the URBN Adapt Employee Resource Group, which is dedicated to promoting accessibility and inclusivity for the company's portfolio of brands.
In 2016, Allure ran a story with the headline "Flat lay your collection: The makeup trend blowing up on Reddit." The early days of the trend, according to the piece, saw Redditors and Instagrammers cataloging their full makeup collections. The photo trend fueled dedicated discussions on Reddit where people, according to Allure, suggested launches missing from one another's collections and shared in their current obsessions. Now, nearing a decade later, it seems the flat lay is back.?
Tanger, which owns and operates 38 outlet centers across the U.S. and Canada, announced Monday Sephora will be opening its first locations within five of its U.S. off-price properties later this year, including locations in Phoenix and Palm Beach.?
Supergoop has begun a phased campaign that will take the sunscreen-in-every-format brand from the doorsteps of influencers' homes in Los Angeles to the festival grounds of this weekend's Governor's Ball music festival in Queens, New York. The brand will also show up in hotels, in Banff and in 270 Sephora locations this summer.
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