Beauty Brands Build Community Through Consumer Engagement

What's Happening?

At the 2025 WWD L.A. Beauty Forum, beauty executives from brands like Cocokind, Noyz, and NYX Professional Makeup discussed strategies for turning consumers into community members. Cocokind founder Priscilla Tsai emphasized the importance of cultivating a dedicated customer base, while Noyz CEO Malena Higuera highlighted initiatives like customer brand trips and social media engagement. NYX's approach involves responding to community demands, as seen in their collaboration with 'Love Island' stars. The panel explored how brands can foster loyalty and engagement through personalized experiences and community-building efforts.

Why It's Important?

The focus on community-building reflects a shift in the beauty industry towards more personalized and interactive consumer experiences. By engaging customers as stakeholders, brands can enhance loyalty and drive sustainable growth. This approach aligns with broader trends in marketing, where consumer engagement and authenticity are increasingly valued. The strategies discussed at the forum highlight the potential for brands to create meaningful connections with their audiences, fostering long-term relationships and brand advocacy.

What's Next?

Beauty brands may continue to innovate in their community-building efforts, exploring new ways to engage consumers through events, social media, and personalized experiences. The insights from the forum could inspire other industries to adopt similar strategies, emphasizing the importance of consumer engagement in driving business success. As brands refine their approaches, they may also focus on measuring the impact of community-building initiatives on customer loyalty and brand perception.

Beyond the Headlines

The emphasis on community-building in the beauty industry raises questions about the evolving nature of consumer-brand relationships. It highlights the role of social media and digital platforms in facilitating engagement and the importance of authenticity in marketing. The strategies discussed at the forum reflect broader cultural shifts towards valuing connection and community, offering insights into how brands can navigate these changes.