Buxom partners with Spotify for playlist make-up tutorials

By Sarah Parsons 6-Jun-2017

The Shiseido owned brand hired singer CC Clarke to front the campaign in the 'untapped beauty resource'

Buxom, the colour cosmetics brand owned by Shiseido, has partnered with music streaming service Spotify for its latest campaign.

The collaboration will enable the brand to recommend to listeners a Buxom make-up look based on their music choice.

Influencer and UK Music Artist CC Clarke will front the digital campaign and will advise users how to acheive ‘the party, the edgy, the rock and the bold look’.

Buxom revealed to Cosmetics Business that it chose Spotify for its first campaign in the UK, since its relaunch in March, because the music platform is largely untapped by beauty brands.

“This partnership allows us to communicate about the brand in a different setting than the usual beauty platforms, in a less crowded market,” said Caroline Leaf, UK Marketing Director for Buxom.

She added that music is a ‘key passion point’ for Buxom’s target customers and Spotify users highly engaged with make-up content.

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The marketing campaign took just under two months to develop and ...

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