Social media communities should be included in beauty NPD – here’s why

Published: 3-Feb-2025

Social media communities aren’t just a vehicle for product sales – they set trends and it is time to give them a seat at the table, argues Movement Strategy CEO Jason Mitchell

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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.

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