Pure Beauty

3 killer brand communities in beauty

By Jo Allen | Published: 24-Jul-2023

Cosmetics Business exclusively interviews the players behind some of the most successful beauty fandoms

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This article was originally published in the Beauty Communities Trend Report. Receive your copy here.

The beauty industry offers some of the strongest opportunities to build outstanding brand communities, and the most exceptional ones offer a brand experience that consumers are queuing up to get involved with.

In the current climate, where marketing practices need to be increasingly authentic, a compelling community-led approach can be crucial for gaining a competitive advantage, says Emma Poole, Assistant Brand Manager at beauty brand consultancy The Red Tree.

“In addition to being motivated by doing universal good, brands who lead with community also foster trust and reciprocity in their customer base, which can ultimately lead to high levels of customer loyalty, as well as a group of brand advocates,” she says.

Sephora is frequently cited as one of the most successful examples with its loyalty-based Beauty Insider programme.

Beauty Insider members – of which there are over 25 million, and who are also responsible for 80% of the company’s sales – are offered personalised loyalty perks from first access to new products to custom makeovers, as well as Saving Event sales, and a highly popular Birthday Gift programme.

According to Quentin Lebeau, CEO of TokyWoky, “Sephora had the vision to invest the right level of resources into developing their community years before the rest of the market followed.”

But which other beauty players have built stand-out fan communities?

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