Andrea NagelThe beauty industry continues to evolve, with brands finding creative ways to connect with consumers and stay relevant. From celebrity partnerships to new product launches, these latest updates highlight what’s happening across the industry.
Jake Shane is taking his relationship with beauty brand Dolce Glow to the next level by becoming an investor. The comedian and podcast host has been a longtime fan of founder Isabel Alysa Vita and has used the brand’s tanning products for years. This is Shane’s first investment in a brand, and he is expected to help with events, product launches, and social media content. Dolce Glow already has several celebrity investors and recently raised $11 million in Series A funding. With millions of followers across TikTok and Instagram, Shane brings a strong online community to the company. His investment reflects the growing connection between creators and beauty brands. (Beauty Independent)
Gen Z is changing the way people think about brand loyalty. Instead of sticking with one brand for years, many young consumers are willing to switch depending on price, quality, reviews, and how well a product meets their needs. Social media creators, online communities, and even AI recommendations also play a major role in what they decide to buy. While Gen Z is open to trying alternatives and “dupes,” they can still become loyal when a product proves itself and earns their trust. For brands, this means loyalty cannot be taken for granted. Companies need to consistently provide value, be transparent, and give consumers a reason to keep coming back. (Beauty Matter)
Coty is making changes to strengthen its U.S. consumer beauty business, appointing Kara Langan as its new general manager. She will help guide brands such as CoverGirl and Sally Hansen as the company increases marketing and works to reconnect with shoppers. Coty plans to balance traditional advertising with creator partnerships, recognizing that different generations respond to different types of media. Sally Hansen has already seen renewed growth after receiving more support, while CoverGirl is focusing on products that have performed well with consumers. The company is also planning new nail, fragrance, and body-care products. With its U.S. market making up a major part of the business, Coty is looking to rebuild momentum through stronger marketing, product development, and retail partnerships. (Glossy)
Grande Cosmetics has chosen actress Lucy Hale as its first celebrity Brand Ambassador, building on a relationship that began years before the official partnership. Hale has reportedly used the company’s GrandeLASH-MD lash serum for about 15 years and will now help promote the product along with GrandeBROW. The partnership launches alongside the brand’s new “Little Rituals, Big Impact” campaign, which focuses on enhancing natural features instead of chasing perfection. Hale will appear in television, social media, digital, outdoor, and in-store campaigns at Sephora. Her long history with the brand also gives the partnership a personal connection, showing how everyday beauty routines can develop into authentic relationships between celebrities and beauty companies. (Cosmetics Business)
Scentbird is expanding its partnership with Lionsgate’s The Twilight Saga with a new fragrance inspired by New Moon. Following the success of its first Twilight scent, the company launched the limited-edition Eau de Parfum on October 1, giving fans another way to connect with the popular franchise. The fragrance combines floral and warm notes, including ginger flower, vanilla, caramel, amber, and sandalwood. Scentbird is also bringing the launch to fans through sampling events and creator content featuring actors Jackson Rathbone and Peter Facinelli. Available exclusively through Scentbird in several sizes, the new fragrance continues the brand’s strategy of turning popular entertainment franchises into collectible and personal scent experiences. (PR Newswire)
To read more about these stories, click the headlines below.
Jake Shane Joins Dolce Glow’s Cap Table With His First Brand Investment
The Gen Z Consumer: Brand Loyalty Is No Longer A Certainty
Exclusive: Coty Names New US Consumer Beauty Chief As It Rebuilds Brand Support
Grande Cosmetics Taps Actress Lucy Hale As First Celebrity Brand Ambassador
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