In 2024, beauty marketing reveals a dual approach, balancing modern strategies on platforms like TikTok with traditional methods that address the uncertainty of digital advertising.
Beauty brands are now engaging with unexpected consumer groups through creative campaigns, while utilizing community platforms and brand trips to deepen connections with their audience.
Niche cultural movements are pushing beauty brands to rethink their marketing strategies, leading to a broader consumer appeal beyond the typical youthful audience.
With TikTok's future uncertain, brands face the challenge of diversifying their marketing strategies to avoid reliance on a single platform, embracing multifaceted approaches.
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