Beyond Skin Deep. How the Beauty Industry Is Innovating to Build Deeper Relationships with Consumers

Biglight Briefings Series 1: Session 3 - in partnership with Tech Circus.

When Glossier launched in 2014, few expected a beauty brand that grew out of Emily Weiss’ ‘Into the Gloss’ blog to grow into a billion dollar business inside five years.

But that is exactly what has happened. Crucially, that success has largely been built through the power of online influence and digital marketing on platforms like Instagram, Tik Tok, Facebook, YouTube and Twitter - and big, established beauty brands have been forced to adapt.

Today, beauty brands of all shapes and sizes recognise the power of digital marketing to drive deeper customer engagement and sales. For instance, beauty giant Estée Lauder now spends around 75 percent of its marketing budget on influencers as it seeks to draw on digital-first influencers’ ability to maintain a deep connection and dialogue with super-engaged online communities.

As retail brands adapt to a new, dramatically different reality in which digital channels will play a crucial role, what can we learn from the beauty industry and its relationships with consumers - how do they encourage consumers to buy without the ability to try out products first?

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Tickets are NON-REFUNDABLE however you can watch the recorded event if you miss the live stream.

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TECH CIRCUS

Tech Circus is a networking and educational events company specialising in UX Design, Fintech and Search. Founded in 2015, our flagship event 'The UX Crunch' has quickly grown to become Europe's leading UX event.

THREEPIPE REPLY

Threepipe Reply is an award-winning integrated brand performance agency of 80 specialists with expertise across data, media, strategy, creative and technology.
Together, our rigorous planning framework, proprietary and best in breed technology partners help our clients to grow and succeed.
We have built the type of agency we believe brands and organisations need, to thrive in the increasingly fragmented, multi-channel world.

BIGLIGHT

Biglight is an Experience Design Agency that helps brands shape digital transformation strategies that are rooted in a profound understanding of customers needs. We design distinctive and engaging digital experiences that meet those needs and deliver business growth. To do this we balance our curiosity and creativity with data, insight, experimentation and measurement. Biglight’s clients include Adidas, Halfords, Hobbycraft, The North Face, Timberland and Vans.

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SPEAKERS

Deborah Stead - Founder & CEO of Deborah Stead Associates, currently UK market lead & DTC consultant at L’Occitane Group’s Duolab

Deborah’s business background spans experience gained working both in house & consulting for a combination of blue chip corporations, global retail groups, entrepreneurial start-ups, business consultancy and niche luxury brand turnaround.
This commercial expertise includes developing turnaround and expansion strategy for consumer goods and service businesses and brands. Deborah specialises in: DTC & New distribution channels to market; International expansion; New product and sector development; Customer service experience; holistic customer journey enhancing initiatives and all aspects of consumer engagement marketing.

Jane Cunningham - Beauty journalist and content creator at Britishbeautyblogger.com

Jane Cunningham is a content creator at Britishbeautyblogger.com which she founded in 2008. She has worked as a beauty journalist for over 20 years (and still ventures to print occasionally), and as an early adopter of social media has lived the experience from the beginning to now. Jane has a special interest in how the beauty industry speaks to older women and advises brands and PRs on best practice and approach within this sector of the beauty market. She is known for honesty in reviewing and strong opinion, maintaining a loyal and consistent audience for over a decade.

Jim Hawker - Head of Sales & Marketing at Threepipe Reply

Jim is one of the co-founders and has 20 years’ experience working in both in house and agency PR and marketing roles across consumer, sports and business sectors. Entrepreneurial, creative and strategic, Jim oversees a number of key clients and heads up sales and marketing. A synth music and Sherlock Holmes fan (hence the Threepipe name), he also supports struggling football teams and plays as much tennis as having a young family will allow.

Hannah Langley - Head of Client Services at Threepipe Reply

Hannah has worked in the industry for over a decade and has experience working with both large brands but also start ups. With a sixth sense for understanding client’s ambitions and needs, she seamlessly delivers on both – blending analytical prowess and insight driven direction for her clients.

Kate Brook-Hart - Lead UI Designer at Biglight

Currently Lead UI Designer at Biglight, Kate specialises in human-centred interface design. Having completed a degree in Fine Art & Digital Art in South Africa, she has spent the last 10 years building experience within the areas of graphic, web, digital design and front-end development, focusing primarily on user-experience. Over the past 5 years at Biglight, she has had the opportunity to work with some leading e-commerce brands, from the optimisation of existing digital experiences, to large-scale replatforms.