Brand intimacy describes an essential relationship between a person and brand that transcends usage, purchase and loyalty. Intimate brands create enhanced business performance; indulgence is the archetype most associated with the beauty industry.
Brands that excelled in earned media in May successfully mobilized established beauty influencers to engage in compelling conversations that extended beyond individual products to holistic understandings of beauty and aspirational lifestyles.
The major players in the underarm fragrance world, Dove, Degree, Secret, and others, are all vying for very specific attention, going as far as to define their deodorant voices by demographical subsets.
Cosmetic Executive Women, Inc. (CEW) is a nonprofit, professional organization with more than 10,500+ members globally, both men and women, from over 3,500 companies in the beauty and retail industries.
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