In Exclusives

From influencers and cartoon characters to cross-industry ventures, collaborations have reached a fever pitch in 2020, and for good reason. “Today, brands are not isolated, depersonalized entities. They are living, breathing, soulful organizations that interact with the world around them, which is why partnerships have become so natural in the marketing conversation,” Supergoop president Amanda Baldwin tells BeautyIndependent. “What better way to reach a new, like-minded audience and express who you are than by doing it through a new friend.” While 38% of beauty and fashion brand executives saw collaborations as their greatest marketing opportunity last year, it’s finding a friend that is new and exciting without being excluding that is the real challenge. Brands that have stretched the limits too far have been met with consumer criticism and static stock. There are several key factors that separate success from failure.

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