marketing

Masters of Marketing

Want to know the secret to running a successful marketing campaign? These top beauty marketers show you how.

Marketing is a powerful tool. A well-executed campaign can take a previously unknown brand to stratospheric heights. Exceptional marketers have been known to transform virtually unknown and nascent brands into global household names—and also catapult successful brands into market-share behemoths.

Insta-Results

Crack the Instagram code with our best marketing tips for this top social-media platform.

It’s hard to remember the days before social media. How did humans keep in touch with friends, both disparate and distant, prior to the dawn of Facebook? Did presidents really once opine via platforms that allowed for more than 140 characters? As a modern civilization, we’re plugged in—which means that across the board and regardless of profession, social engagement is ubiquitous.

Andis Appoints Al Arends as Marketing Product Manager

Al Arends, Andis marketing product manager

Andis Co., maker of professional hair appliances and tools, has added Al Arends to its team as marketing product manager.

Arends will be responsible for overseeing products from inception to the market and working across the organization to develop and meet the company’s overall strategic product plan. He will report to Karen Formico, vice president of marketing.

Andis Debuts American Legacy Collection With Video Tutorials

Andis Debuts American Legacy Collection With Video Tutorials

Andis has released its first styling series—the American Legacy Collection—featuring looks that can be achieved with the company’s clippers and trimmers while highlighting six hair makeovers of people who actually work at the company.

Andis educators Kenny Duncan and Jason Potchen created the Classic Taper on Anel from machine shop; a Crop and Pixie on Shirley (pictured) and Jenny, both from assembly, a Classic Side Part on John from shipping; the Fauxhawk on social-media expert Travis; and the South of France on Riko from machine shop.

New L2 Report: Personal-Care Brands Lack Competitive Digital Performance

New L2 Report: Personal-Care Brands Lack Competitive Digital Performance

Personal-care brands are not as competitive digitally as other consumer packaged goods categories, according to digital-innovation think tank L2's inaugural “Digital IQ Index: Personal Care” report, released Sept. 3.

It assesses and ranks the digital performance of 75 U.S. brands in the past year across six personal-care categories: bath & body, deodorant & antiperspirant, diapers, oral care, shaving & hair removal, and tissue & hygiene.