In such a troubled period, characterized by the pandemic that has devastated our planet, brands had to reinvent themselves and overturn their marketing strategy to better adapt to the extraordinary situation they were experiencing. Many brands have therefore started investing in a digital marketing strategy based on social content, video, email marketing and communications directly to the consumer. Those brands that manage to effectively communicate their identity and values will be successful.

In this interview, Leïla Rochet, Sarah Schnebert & Stéphanie Muit of the Forecastig Team explain their philosophy and point of view on the future of Beauty.

An extremely rich and comprehensive guide which enlightening concrete examples explaining how brands can truly represent the values they are selling and positioning themselves better.

Covid-19 has bent our world from all points of view, including the commercial one. Many businesses have encountered major problems that have even led to their definitive closure. In recent years, however, there have been more and more cataclysms and disasters that have put the supply chain to a severe test. Are we ready to face this reality? How can we act to stem the problem?

In this interview Luc Gabriel, CEO of Different Company, talks about his brand through an excursus that traces the history of artistic perfumery over the last 20 years.

Puig has created AI.LICE, a tool that allows the consumer to obtain information on the products in the store simply by scanning a QR code and then framing the product of interest with his smartphone ... To learn more read our article NEW TECHNOLOGY FACILITATES FINDING A FRAGRANCE

In the UK, the luxury fragrance market managed to recover faster than the beauty sector, going from -67% during the lockdown to -13% in the post-lockdown phase. In the article Emma Fishwick, Account Manager of NPD UK Beauty, tries to give an explanation to this phenomenon.

In China, a draft law was drawn up to protect and safeguard trade secrets and punish any violation.