In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

California Naturals has unveiled a campaign starring Owen Wilson as the brand’s ‘Chief Shampoo Officer’. As people become desensitized to celebrity-backed beauty brands, there’s an opportunity to put a fresh spin on star power as a strategy to enhance authenticity, not diminish it.

Consumer skepticism has seen an array of celebrity beauty brands develop a less-than-favorable reputation. However, invested consideration from emerging players such as Rhode by Hailey Bieber has been shown to win over beauty buffs in an oversaturated market, carving out a blueprint for success.