At CEW today, we report on the key findings of a new white paper, co-sponsored by Ad Age magazine and Base Beauty Creative Agency, “The Empathy Effect: Unlocking Explosive Growth in the Beauty, Wellness, and Personal Care Industries.” The groundbreaking report unpacks the transformative power of empathy in beauty marketing, and how brands can leverage this to attract customers. “It’s about having genuine care and concern for how your product or service makes that client’s or customer’s life better,” Alan Samuel Cohen, a business coach and certified emotional intelligence (EQ) assessor, told CEW. 

Speaking of savvy brands tapping into consumers’ feelings, TikTok’s current “cortisol face” trend is boosting sales of wellness products that aim to reduce stress, and soothe the inflammation-triggered puffiness being talked about by content creators.

Tickets go on sale today for SEPHORiA, Sephora’s biggest beauty event, taking place in Atlanta in September. Sephora Rouge Members get first dibs on tickets, followed by other guests from July 17. “We are thrilled to take the SEPHORiA experience to Atlanta,” said Jessica Stacey, SVP External Communications, Experiential & Marketing Partnerships at Sephora. “SEPHORiA promises to deliver on an abundance of newness this year – starting with our captivating ‘Beauty Funhouse’ theme, which celebrates a spirit of joy, surprise, and discovery in beauty.”

On the other side of the pond, P&G has opened the Village of Paris 2024’s Beauty & Grooming Salon, in advance of the Olympic and Paralympic Games. The salon will offer athletes and staff hair care services, grooming and nail treatments, using products from Pantene, Head & Shoulders, Mielle, Gillette, and Braun. 

In skin care news, Rodan + Fields has announced a major pivot from its multi-level direct selling model, to ““unlock growth and reach new customers” by streamlining the customer/consultant experience through marketing, advertisin,g and social media. Meanwhile, in fragrance, Valentino has launched Anatomy of Dreams, a collection of seven scents created by perfumer Fabrice Pellegrin. Designed to be layered and customized to suit the wearer, there are also two “fragrance enhancers”, to allow for further personalization.

Catch up on these and other stories at the links below.

Why Beauty Brands Need Empathy. CEW reports on a new white paper, “The Empathy Effect: Unlocking Explosive Growth in the Beauty, Wellness, and Personal Care Industries” and its key findings. (CEW)

“Cortisol Face” Takes Tik-Tok By Storm. Why the latest viral trend offers wellness brands a valuable marketing opportunity. (WWD)

Sephora Announces SEPHORiA 2024. The retailer’s largest beauty experience of the year will take place Atlanta for the first time, on Friday, September 27 and Saturday, September 28. (SEPHORA)

P&G Opens Village Of Paris 2024 Olympics Salon. The company has opened the doors to an exclusive beauty and grooming salon, for Olympic and Paralympic athletes and their staff. (HAPPI)

Rodan + Fields Moves To New Business Model. The company has announced it’s moving away from its multi-level direct selling model, to ““unlock growth and reach new customers.” (NEW BEAUTY)

Valentino Unveils Anatomy of Dreams. The new collection of seven scents is designed to be fully customizable. (FASHION TIMES)

NEOM Takes New York. The iconic British wellbeing brand, founded by former UK journalist Nicola Elliott, has opened a Wellbeing Hub in the West Village, at 395 Bleecker Street. (NEOM)