Why music videos are taking the lead in beauty marketing campaigns

As SK II hires mainstream artist John Legend to create original branded songs, Cosmetics Business explores how beauty and men's grooming brands are harmonising with musical marketing

Comedian James Corden and singer John Legend for SK II

An intrinsic element of any marketing campaign, music can be the difference between an enjoyable and memorable advert, or a 30 second yawnfest.

Music campaigns are set to become big business within the beauty industry, as brands are looking to amp up their offering to consumers and monetise streaming services in the process. A recent study by PHMG, discovered that 60% of Brits say music is more memorable when used in marketing.

Meanwhile, . . .

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