On Tuesday, November 11th, over 50 guests gathered for the What’s Next? What Matters? event, hosted by Because of Marketing in partnership with SEEN Group. Held in London’s trendiest, must-visit cafe, The Corner Shop, the event explored how the beauty and marketing industries are ever evolving. As this landscape shifts, brands must stay ahead as what worked yesterday will not work tomorrow. The panel explored this further through three key insights. First, Creative as Capital, emphasising how innovative and strategic creative thinking can build long-term brand equity. Second, The PR and Advocacy Growth Engine, showcasing how creator partnerships are evolving into powerful drivers of innovation and brand growth. Finally, the rise of Pop-Up Economy, focusing on how immersive and physical experiences are redefining the way brands engage with their audiences and create long-lasting connections.
The panel consisted of an array of creatives and experts within the marketing and beauty spaces including: Rachael Higgins, Founder of Because of Marketing, Hengheng Xu, Head of Cosmetics, Skincare, and Bodycare for TikTok, Renee Juzdan, Global Director of Events and Experiences at Burberry, Nellie Eden Creative Director, Editor, and Consultant, Natasha Hulme, Chief Creative Strategy Officer for SEEN Group. The panel was moderated by Chelsea Mtada Senior Strategist for SEEN Group.
Key informing data on the Global Beauty Market discussed by the panel included the following: The estimated beauty CAGR growth through 2030 is 5%, with growth levers shifting from price to perceived brand value and relevancy, 33% of global beauty sales will be driven by Ecommerce channels by 2030, and there is a 26% increase in total attention driven by nano influencers in the UK beauty market with 27% higher engagement and 19% more video views.
The night was filled with creativity, value and insight into what is driving our industry forward. The panels informing insights on marketing trends spanned a variety of key ideas. Creativity was deemed the new demand engine by blending digital spectacle and real-life scale, with examples including Loewe’s TikTok codes to Louis Vuitton’s New York scaffolding. It was also noted that celebrities have shifted from endorsers to integral characters in cultural storylines. From Gstaad Guy egos, to The Summer I Turned Pretty and The Materialists press tours that play bigger than the films/series themselves. Finally entertainment was discussed as starting on social, with casting choices, set leaks, and behind the scenes moments building EMV months before release, e.g The Devil Wears Prada. Brands are strategically embedding themselves into this ecosystem, tapping into the buzz and anticipation that builds around these cultural moments.
The night finished with a Q&A opportunity for the audience in attendance consisting of Because of Marketing’s community, SEEN Group client community, senior marketers, brand decision makers, industry professionals, and entrepreneurs.
