• Makeup Musical Chairs: Sephora is moving from JCPenney to Kohl’s, La Mer is leaving Kohl’s, Ulta Beauty will be in Target, JCPenney will have a new beauty brand in-store
• Yik Yak is back! The anonymous messaging social media network is back after a 4 year hiatus
• Sally Beauty is seeing some strong growth from online sales and is up 45% YTD
• Native Deodorant is saying goodbye to their Pumpkin Spice Latte scent with a good ol’ fashioned UGC roast

Brand loyalty comes from a place of love. The key to building brand love? Knowing your consumers. What they like, don’t like, what they care about, and what leaves a positive impression on them. 

All brands tackle changing consumer trends, but there’s a lot to be said about beauty brands making and managing the crazy world of cosmetics and beauty standards. Not to mention the battle to create brand conversations when face-to-face interactions aren’t as possible as they used to be. 

Overall, these are the 11 ways brands are building positive relationships with their customers:

• Corporate social responsibility
• Optimism and positive content
• Employee branding and promotion
• Strategic sponsorships
• Stellar customer experience
• Engaging in trends
• Smart influencer partnerships 
• Driving conversations on social media
• Positive PR
• Engaging fandoms 
• Being aspirational

There’s a lot of moving pieces here, but it’s worth the payoff. Building that emotional connection between brands and consumers leads to increased sales and brand advocacy. Beauty brands bank on that emotional appeal, especially leaning into positivity. Especially during the pandemic, beauty brands provided emotional reassurance or an opportunity to escape reality to a degree.

Adweek gives detailed examples of brands doing it right out there for connecting with their customers from a recent Talkwalker report of the 50 most loved brands of 2021. Their main brand spotlight is the story of Huda Kattan, the founder of Huda Beauty. For more details, check out their full article.

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Sephora launched a short film called ‘Black Beauty is Beauty’ as part of their campaign celebrating the countless Black traditions turned mainstream techniques and products in the beauty industry. The goal is to tell the stories of where those stylized baby hairs and shea butter-based skincare trends came from. There’s an intersection of Black and Drag beauty that comes to play and Sephora is looking to continue in championing for the cosmetic anthropology and representation with this campaign.https://www.youtube.com/watch?v=0iOdVGzNVaI