What is the story about?
What's Happening?
At the 2025 WWD L.A. Beauty Forum, beauty brands like Cocokind, Noyz, and NYX Professional Makeup discussed strategies for turning consumers into a community. Cocokind founder Priscilla Tsai shared how her brand fosters deep connections with customers, emphasizing quality engagement over quantity. Noyz CEO Malena Higuera highlighted the importance of customer trips and social media interactions, while NYX's Arnaud Kerviche noted the impact of responding to community demands, such as featuring popular figures in campaigns. These brands are leveraging social media and direct consumer interactions to build loyal followings.
Why It's Important?
The focus on community building reflects a shift in marketing strategies within the beauty industry, where engagement and loyalty are prioritized over mere reach. This approach can lead to sustainable brand growth and consumer trust, as engaged communities are more likely to support brands long-term. For the U.S. beauty sector, this trend could influence marketing practices, encouraging brands to invest in personalized consumer experiences and direct engagement strategies. Companies that successfully build communities may see increased brand loyalty and advocacy, impacting sales and market presence.
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