• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging

    Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging

    A CBD Packaging Evolution

    Packaging Decorated to Make a Lasting Impression
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Raw Sugar Living Expands to Target with New Collection

    Supporting Female Beauty Brand Founders on International Women's Day

    Anastasia Beverly Hills Gifts Eight $450,000 Grants

    The Top Beauty Products of 2021, According to HelloGiggles

    Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    A New Biodegradable Sponge—& Why TikTok Users Are Horrified

    Key Insights on Lip Color & Mascara Packaging

    The Tube Council Names the 2020 Tube of the Year Award Winners

    Could Sustainable Digital Lipsticks Become a Reality?

    Sustainability Drives New Solutions in Innovative Cosmetic Packaging
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Raw Sugar Living Expands to Target with New Collection

    Anastasia Beverly Hills Gifts Eight $450,000 Grants

    The Top Beauty Products of 2021, According to HelloGiggles

    Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More

    Estée Lauder Taps Ana de Armas as Global Brand Ambassador
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Verescence Acquires Majority Stake in Pacificglas

    Neopac Introduces Lightweight Plastic Tube

    Beauty That’s Ultra Luxe and Sustainable

    Quadpack Expands in the Americas Region

    Key Insights on Lip Color & Mascara Packaging
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Beauty That’s Ultra Luxe and Sustainable

    Burt's Bees To Reduce Virgin Packaging Materials By 50% By 2030

    Pai Skincare Rebrands For An Eco-Conscious World

    How L’Oréal Is Accelerating Its Sustainable Mission

    Key Insights on Lip Color & Mascara Packaging
    Top 20 Companies
    LBrands

    AmorePacific

    LVMH

    Coty

    Beiersdorf
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Coverpla Inc.

    Big Sky Packaging

    Yonwoo/PKG

    International Cosmetic Suppliers Ltd.

    Derik Industrial USA
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    CEW Goes Virtual with Annual State of the Beauty Industry Report

    Easyfairs Announces New Three-Day Digital Event

    NYSCC Supplier’s Day Announces New Dates

    Cosmoprof India Announces 2021 Dates

    MakeUp in Shanghai and Luxe Pack Shanghai Postponed
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Online Exclusives

    CEW's Indie Brand Winners Discuss 'Cultivating Digital Communities'

    Executives at Glossier and HUDA Beauty, both CEW Beauty Award Indie winners, discuss digital marketing strategies at a virtual roundtable on Nov 16th.

    CEW
    Related CONTENT
    • Raw Sugar Living Expands to Target with New Collection
    • Supporting Female Beauty Brand Founders on International Women's Day
    • Anastasia Beverly Hills Gifts Eight $450,000 Grants
    • The Top Beauty Products of 2021, According to HelloGiggles
    • Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More
    Nancy Jeffries, Correspondent11.23.20

    Several virtual events took place during the CEW 2020 Beauty Awards, including the roundtable discussion "Cultivating Digital Communities" on November 16th.  

    Glossier's senior vice president of marketing, Ali Weiss, and HUDA Beauty's vice president of integrated marketing, Michael McNeil, shared insight into the success of their companies.

    Glossier and Huda Beauty were also CEW's Indie winners. Glossier FutureDew is the Indie Beauty Award winner. Huda Beauty Mercury Retrograde is this year’s Indie Makeup Beauty winner. 

    Moderator Andrea Nagel, vice president of content, CEW, began the roundtable discussion asking how each company directs its marketing strategy.

    Weiss said the first iteration of Glossier was Into the Gloss, and it generated significant feedback from commenters on Instagram. The brand's face wash and skin primer were developed based on qualities consumers sought—giving way to additional products based on the communities' interests.

    As Glossier grew, so did its product line, utilizing intelligence from consumers to decide how to continue. This ongoing conversation comprised the basic structure of the platform.

    HUDA Beauty's McNeil said the brand started as a blog when the company’s founder, Huda Kattan, had lost her job and wanted to pursue another path of interest. She created her blog to answer everyday questions about beauty, and used the information to start the business in 2013.

    Listening is Key—And More Tips

    Gathering information was key to the start of both Glossier and Huda Beauty, all the while, keeping the consumer’s interest at the heart of the conversation.

    Listening to the audience is an essential part of developing the platform. “For Glossier, or any brand, you really need to be listening to your community and keeping their emotion as your north star,” said Weiss. “We have to continually adjust how we listen,” she said. Weiss also stated the importance of being aware of how marketing channels change, so their story can be told in ways that resonate with the consumer at a given time.

    Engage in a Conversation

    McNeil attributed the early success of Huda Beauty to the company’s ability to have conversations with their audience. “The communication between Huda and their customers is how Huda became a beauty destination and a lift-off for the brand,” said McNeil.

    While meaningful communication is key, Weiss said it isn’t just brand connection with consumers, but consumers connection with other consumers. “I’m not sure the measurements of social engagement are sufficient. Ultimately it is the meaningful connection beyond that, including personal information. The hypothesis is that measurements aren’t necessarily that meaningful, but experience with the brand, and the gauge of sales are strong indicators,” said Weiss.

    McNeil said, “We focus on net providers, social metrics, repeated interactions between our customers and themselves. So, the goal is the constant obsession to have a beauty conversation. We really go in and spot check how our consumers are interacting with each other, and how we are communicating with them.” He observed how amazing it was to have consumers come back to you, and how they also go back to speak with them as much as possible. “That’s where the grassroots efforts come in to keep them engaged,” he said.

    He discussed Earned Media Value (EMV), to help the company, by looking at Twitter and Tik Tok, and others, noting those were key ways to look at a young or socially savvy brand. This is a way to see how the touch points are engaging and what percentage of the conversation the company is occupying.

    Ensure Your Brand Resonates with Consumers 

    Beyond media, Weiss said they had developed a road map to gauge how the community impacts their product development, sometimes directly and sometimes implicitly. “We look to our community for inspiration, and we’re ultimately inspired by the individual narrative. We try to involve them in all touch points, and we work hard to analyze and quantify,” said Weiss. “It’s how all the elements are integrated. Our direct to consumer touch points are not an afterthought. They are key to the narrative,” she said.
        
    McNeil discussed how In Real Life (IRL) they bring everything together. They have built an integrated marketing plan to represent their beauty, skin care, and fragrance areas, which include an experiential component, allowing them to speak to consumers IRL. “So, it is both digital and bespoke experiences that are important. Our big thing is to have the conversation, and we invest our dollars and development there; keeping it digital, but bringing it into a vertical, which may be food or fitness,” said McNeil. “This brings added value.”
        
    Nagel mentioned seeing Glossier sweatshirts on women recently, to which Weiss replied, “These sweatshirts are a sign that if people resonate with your brand, it will go further.” McNeil said it was important to look at what you’re selling and who you are selling to.

    As far as an Influencer, you need to determine if this person is right for your brand. “It is essential to have a parallel ideology or philosophy. You’ll know if they embody your brand,” said McNeil. Weiss agreed, saying, “It’s a bit of an art and science. Make sure your goals are mutually agreed upon. Ultimately, the consumer wants something that is authentically representing themselves.”

    Find Inspiration & Make Connections 

    Inspiration comes from a range of sources. “We have a few different social channels and over 50 million followers and consumers all over the world. We reach out to these people and get inspiration from them. They will turn you on to other brands, esoteric things, certain looks and feels, and indie brands that are being disruptive. For me it’s the nitty gritty conversation that yields super unexpected results,” said McNeil.

    Weiss emphasized connection to the community, saying, “We find ways to connect people to each other, how we can share a variety of beauty routines, and the relationship with our community. We gain inspiration from them.” She cited Tik Tok as a powerful marketing tool. “There’s always a new channel to create content for. It’s always a surprise to tackle new channels,” said Weiss.

    In response to what area has surprised him most, McNeil said, “Skin care has been great for Huda beauty. The focus on complexion using color cosmetics is exciting for us now, and we saw this opportunity as being on trend. Consumers are using complexion makeup now, and our content and offerings have shifted a bit. It’s always interesting to see consumer behavior changing.”

    At another CEW Beauty Awards virtual event, NPD's Larissa Jensen presented the 'Feel Good Trends' that shaped the beauty industry this year.

    More From the CEW Beauty Awards 2020

    CEW's 2020 Beauty Awards Mark Multi-Day Virtual Event

    Slideshow: A Look at CEW's 2020 Beauty Award Winners
    Suggested For You
    Universal Engraving Announces New President Universal Engraving Announces New President
    Raw Sugar Living Expands to Target with New Collection Raw Sugar Living Expands to Target with New Collection
    Supporting Female Beauty Brand Founders on International Women Supporting Female Beauty Brand Founders on International Women's Day
    Anastasia Beverly Hills Gifts Eight $450,000 Grants Anastasia Beverly Hills Gifts Eight $450,000 Grants
    The Top Beauty Products of 2021, According to HelloGiggles The Top Beauty Products of 2021, According to HelloGiggles
    Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More
    Estée Lauder Taps Ana de Armas as Global Brand Ambassador Estée Lauder Taps Ana de Armas as Global Brand Ambassador
    Sephora Announces Significant Expansion Sephora Announces Significant Expansion
    Verescence Acquires Majority Stake in Pacificglas Verescence Acquires Majority Stake in Pacificglas
    Senior Plastics or Packaging Engineer Senior Plastics or Packaging Engineer
    Clean Beauty Collective Partners with EarthDay.org Clean Beauty Collective Partners with EarthDay.org
    XYZ Registry Launches Beauty-Based Top-Level Domains XYZ Registry Launches Beauty-Based Top-Level Domains
    Inahsi Naturals Achieves EU Compliance Inahsi Naturals Achieves EU Compliance
    Biden Prioritizes PPP Relief for the Beauty Industry Biden Prioritizes PPP Relief for the Beauty Industry
    Christie Brinkley Joins SBLA Beauty Christie Brinkley Joins SBLA Beauty

    Related Online Exclusives

    • A New Partnership Delivers Turnkey Beauty Solutions

      A New Partnership Delivers Turnkey Beauty Solutions

      Beauty Packaging asked RPG’s Bruce Teitelbaum about ‘The Vertical Beauty Alliance.’
      Jamie Matusow, Editor-in-Chief 03.01.21

    •  CEW Goes Virtual with Annual State of the Beauty Industry Report

      CEW Goes Virtual with Annual State of the Beauty Industry Report

      From makeup to fragrance, speakers place an emphasis on industry recovery, trends to watch—and top brands of the year.
      Nancy Jeffries, Contributor 02.23.21

    • WGSN’s Color Predictions Post-Pandemic—for Positivity and Indulgence

      WGSN’s Color Predictions Post-Pandemic—for Positivity and Indulgence

      With visual language more important than ever, take note of these cues.
      Clare Varga, head of beauty, WGSN 01.28.21


    • Euromonitor Announces 2021’s Top 10 Global Consumer Trends

      Euromonitor Announces 2021’s Top 10 Global Consumer Trends

      The business impact of ‘Covid-transformed’ priorities heading into the new year.
      Alison Angus, head of lifestyles and, Gina Westbrook, director of consumer trends, Euromonitor International 01.19.21

    • Cosmetics | Skin Care/Sun Care
      Euromonitor Survey Highlights 2020’s Defining Beauty Trends

      Euromonitor Survey Highlights 2020’s Defining Beauty Trends

      Three shifts that shaped beauty and personal care in 2020.
      Lisa Holmes, Global Head of Surveys, Euromonitor International 01.13.21

    • Cosmetics
      2020 in Review: Top Beauty Stories

      2020 in Review: Top Beauty Stories

      The most viewed beauty industry news on our site for 2020.
      Charles Sternberg, Assistant Editor 12.31.20


    • Cosmetics | Fragrances
      The Biggest Deals & Acquisitions of 2020

      The Biggest Deals & Acquisitions of 2020

      Revisit the most important purchases and sales of the past year.
      Charles Sternberg, Assistant Editor 12.23.20

    • How Top Cosmetic Packaging Suppliers Define ‘Innovation’

      How Top Cosmetic Packaging Suppliers Define ‘Innovation’

      Innovation has many facets—here’s how beauty industry suppliers define it.
      Jamie Matusow, Editor-in-Chief 12.14.20

    • Skin Care/Sun Care | Sustainable Pkg/Practices
      Beauty Brand Execs Speak on the Challenges of Water Usage

      Beauty Brand Execs Speak on the Challenges of Water Usage

      There’s a growing call to protect the cosmetics industry staple that’s also one of the Earth’s most valuable resources.
      Jamie Matusow, Editor-in-Chief 12.14.20


    • Editorial Insight: Newness Marks Beauty 2020

      Editorial Insight: Newness Marks Beauty 2020

      We often see newness in the beauty industry—and the word is now in the Oxford English Dictionary. Here's what's new in our December 2020 issue.
      Jamie Matusow, Editor-in-Chief 12.04.20

    • Sustainable Pkg/Practices
      Beautycounter & Ethique Discuss

      Beautycounter & Ethique Discuss 'Building a Conscious Beauty Brand'

      Beautycounter's Gregg Renfrew & Ethique's Brianne West discuss winning CEW's Beauty Award for Sustainability with Firmenich's Juliette Sicot-Crevet.
      Nancy Jeffries, Correspondent 11.23.20

    • NPD

      NPD's 'Feel Good Trends' That Shaped the Beauty Industry This Year

      NPD's Larissa Jensen spoke to guests about beauty marketing trends in 2020 as part of the CEW's 2020 Beauty Awards virtual event on November 12.
      Nancy Jeffries, Correspondent 11.23.20


    • CEW

      CEW's 2020 Beauty Awards Mark Multi-Day Virtual Event

      Beauty industry executives attended the entertaining virtual celebration hosted by Jill Kargman, writer and star of Bravo's Odd Mom Out—here's the play-by-play.
      Nancy Jeffries, Correspondent 11.19.20

    • Printing/Decorating
       Beauty Is in the Eye of the Packaging: Holograms Are Crucial in Preventing Counterfeits

      Beauty Is in the Eye of the Packaging: Holograms Are Crucial in Preventing Counterfeits

      While holograms ensure cosmetics and beauty products catch the consumer’s eye, the technology is also crucial in fighting counterfeit cosmetics.
      Dr. Paul Dunn, chair of the International Hologram Manufacturers Association 11.05.20

    • Bottles/Jars | Caps/Closures | Decorative Effects | Fragrances | Glass | Package Development
      Celebrating Packaging of the Year at the Fragrance Foundation Awards

      Celebrating Packaging of the Year at the Fragrance Foundation Awards

      Gucci The Eyes of the Tiger, Eau De Juice Pure Sugar, & K by Dolce & Gabbana found inspiration in a vintage apothecary, a juice box, & a crown.
      Marie Redding, Senior Editor 09.17.20

    Trending
    • Ranking The Top 50 Cosmetic Companies
    • Wondering How To Connect To The Latina Market?
    • The Estée Lauder Companies Closes Becca Cosmetics
    • IT Cosmetics Founder Jamie Kern Lima Is Leaving
    Breaking News
    • Raw Sugar Living Expands to Target with New Collection
    • Supporting Female Beauty Brand Founders on International Women's Day
    • Anastasia Beverly Hills Gifts Eight $450,000 Grants
    • The Top Beauty Products of 2021, According to HelloGiggles
    • Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More
    View Breaking News >
    CURRENT ISSUE

    January/February 2021

    • Drunk Elephant—Beauty Company of the Year: Excellence in Packaging
    • Key Insights on Lip Color & Mascara Packaging
    • Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging
    • A CBD Packaging Evolution
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Gencor Announces Positive Results in VeriSperse Bioavailability Study
    PanTheryx Inc. Acquires TruBiotics Brand from Bayer HealthCare LLC
    Nutrition21 Launches Cosmeceutical Ingredient Lustriva
    Coatings World

    Latest Breaking News From Coatings World

    Gelest CEO Elected to National Academy of Engineering
    PPG Appoints Tony Wu as VP, Automotive Refinish, Asia
    PPG Appoints John Bruno as VP, Investor Relations
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Axonics Buys Contura to Expand to Stress Urinary Incontinence
    Nurx Appoints Chief Medical Officer
    Median Technologies, UC San Diego to Partner on AI-Based Medical Imaging Technology
    Contract Pharma

    Latest Breaking News From Contract Pharma

    J&J’s Single-Dose COVID-19 Vax Issued EUA
    Icon to Acquire PRA Health Sciences
    Phlow Corp. and USP Form Alliance
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Universal Engraving Announces New President
    Raw Sugar Living Expands to Target with New Collection
    Supporting Female Beauty Brand Founders on International Women's Day
    Happi

    Latest Breaking News From Happi

    ACI and CBC Launch Webpage About ‘Quats’
    L’Occitane Launches Solidarity Hand Cream
    Kiehl’s Partners with Gyrl Wonder
    Ink World

    Latest Breaking News From Ink World

    Access Direct Mail Doubles Revenue with SCREEN's Truepress Jet520HD
    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    TLMI analyzes pandemic's effect on label industry in new report
    UEI names Ross Hutchison president
    Schreiner MediPharm and AARDEX partner for clinical trials
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    U.S. Nonwovens Rebrands as Radienz Living
    What You’re Reading on Nonwovens-Industry.com
    Texas Medical Technology Partners with My Protect Kit
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Pandemic Pain: NuVasive's 2020 Sales Fall 10 Percent
    Fusion Robotics Receives FDA Clearance for Spinal Navigation and Robotics System
    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login