Competition in beauty marketing is always hot—it takes going the extra mile for brands to truly stand out. To be successful in the realm of advertising, businesses are now required to embrace creativity while taking bold, surprising turns. Whether this be partnering with unexpected celebrities, deploying guerrilla marketing tactics that shock audiences, or tackling competitor brands duping best-selling products, current industry players are redefining how brands connect with their consumers. Including memorable moments from Estée Lauder, IT Cosmetics, and more, BeautyMatter explores recent innovative marketing strategies that reflect the shift to more dynamic and swift forms of brand storytelling.