What does a powerful brand make? A cocktail of digital savvy, sales volume, relevance and resonance with a shape-shifting consumer base.
To celebrate its annual list of the 45 most powerful brands in beauty, Beauty Inc hosted a cocktail party at Nine Orchard with retailers, investors and the visionary founders that made the list — and a few friends.
Attendees included Shiseido’s Ron Gee, True Beauty Ventures’ Rich Gersten and Cristina Nuñez, Bluemercury’s Tracy Kline and brand founders from BeautyStat’s Ron Robinson to ColorWow’s Gail Federici, among many others. Beauty Barrage and Skeepers sponsored the fete.
“To be named a power brand for the fourth year in a row is an incredible privilege and one we owe to our consumers who have continued to trust us and our commitment to quality,” said Dakota Isaacs, Deciem’s senior director of global strategic initiatives.
Since first appearing on the list, Deciem has undergone an acquisition by the Estée Lauder Cos. and explored new geographies and marketing channels, including social media. “In the last year, we’ve significantly expanded our innovation offerings and grown our community to 1 million on TikTok, 2 million on Instagram through a social-first, science-led approach which continues to resonate with our audience.” Power to the people, indeed.