Beauty brands tend to think of themselves as trendsetters.
And with the rise of celebrity driven brands in the industry, this impulse has only gotten worse – sacrificing any meaningful online relationship building.
That is why a recent admission from e.l.f. Cosmetics’ CMO, Kory Marchisotto, was so important.
She revealed that overwhelming customer demand on a TikTok live-stream inspired its CEO to personally fast-track the creation of the brand’s best-selling Bronzing Drops, underscoring a basic truth that much of the beauty industry has yet to fully accept: social media communities ‘own’ these beauty brands too.