Brands such as L’Oreal are already responding by bringing traditionally marginalized peoples—including transgender women—front-and-center in their campaigns and blogger partnerships in a way that feels authentic. (As seen here with Hari Nef, at left, pictured in a recent L’Oreal campaign.) And many are leveraging the direct connection to consumers afforded by social media to respond quickly to criticisms. But there’s more work to do. Bustle’s Kara McGrath said she wishes that marketers would take more risks with their campaigns and present less polished content. This more realistic approach tends to perform better on sites such as Bustle, she noted. Marketers, take note.
CEW recently held its annual Product Demo in Manhattan, featuring more than 800 products from indie startups and top multinationals, providing a view of where the industry’s innovation is heading. Here, Global Cosmetic Industry has selected a few choice highlights from the show.