Beauty Brands’ Rewards at Fashion Week

Being part of fashion week doesn’t come cheap. But with the bulk of beauty brands paying designers for show sponsorships anywhere from $5,000 for a lesser-known fashion label to $50,000 for a more established one — plus supplying the products — the question is: Do the beauty companies reap rewards? The answer is a resounding “yes.” “From our research at Unilever, we know that the content we develop around fashion week has a really strong ROI,” said Jen Daly, marketing director of salon-inspired hair-care brands at Unilever, who noted that since 2013, when TRESemmé concentrated its efforts in New York as the official hair-care sponsor of fashion week, the brand has seen the growth rate of its styling business increase five times. “[For our consumer], the hair resonates more than the designer.” According to Tribe Dynamics, a digital marketer that tracks overall earned media performance — the dollar value of social influence, based on number of impressions, engagement with the content, quality of the publisher and audience size in traditional and new media — TRESemmé outperformed all other brands in earned media value with a total of $1,336,751 throughout fashion month. In terms of makeup, Dior saw an upswing in sales following its September

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from WWD » Ralph Lauren’s Opening in São Paulo http://wwd.com/beauty-industry-news/beauty-features/beauty-brands-rewards-at-fashion-week-10108652/

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