CM Weekly October 29, 2023 Hydrafacial, a patented skin treatment performed by estheticians in medical offices, spas, hospitality venues and beyond, began as a B2B business that marketed solely to providers of the device-based procedure. But over the last 18 months, the brand has carved out a new marketing approach that combines B2C tactics to…
Here's the marketing story behind Hydrafacial, including the brand’s successful B2C pivot, plans to ramp up influencer marketing investments, marketing challenges in the beauty industry, and more.
CM Weekly October 22, 2023 The real estate buyer journey has changed a lot in the past 15 years. So naturally, marketing that process to individuals must evolve along with it. “Our dependency on technology and digital platforms is only increasing. And real estate has seen that same level of disruption,” according to Esther-Mireya Tejeda,…
CM Weekly October 15, 2023 Speaking to an audience of digital out-of-home executives at the DPAA Summit this week, Pepsi CMO Todd Kaplan revealed the 125-year-old brand’s secret to remaining fresh, relevant and connected to younger audiences: a culture-first style of brand building. “We don't chase trends. We chase consumers,” he told the crowd. But…
Pepsi CMO Todd Kaplan revealed the 125-year-old brand’s secret to remaining fresh, relevant and connected to younger audiences.
CM Weekly October 8, 2023 Infinite Electronics, a supplier of electronic components that's undergoing rapid global expansion, is expecting to launch more than 12,000 new products across 13 of its brands in North America. For the marketing team, that translates to prioritizing and finetuning process first and foremost. “One of my biggest challenges is making…
We spoke with Infinite Electronics CMO Emily Campbell about her process-oriented vision for the marketing team, international brand expansion, and more.
The editors of Chief Marketer present the industry’s only list of the best brand engagement and activation marketing agencies across 11 categories and specialties serving the U.S.
CM Weekly OCTOBER 1, 2023 The coffee category is a competitive one—but it’s also packed with potential for brand loyalty. According to Peet’s Coffee brand research, 76 percent of consumers can tell the difference between a good and a bad cup of coffee. Plus, many are looking for a brand to defend high-quality coffee, craft…
CM Weekly September 24, 2023 SheaMoisture’s new campaign "Black Men Love," which kicked off Sept. 12 with a digital content series depicting personal stories of everyday Black men, aims to reshape how masculinity within the Black male community is portrayed. The vignettes highlight the various ways Black men show love through their roles as fathers,…