The beauty industry is one of the most competitive in the world -- up from $483B in 2020 to $511B in 2021. With an annual compounded growth rate of 4.75% worldwide it's predicted to exceed $716B by 2025. For Anisha Raghavan, CMO at No7 Beauty Company North America positioning its brands (No7, Soap & Glory and Botanics) to reach even wider audiences is an important part of her mandate. Raghavan's ambition is to develop a portfolio of global beauty brands that can compete against some of the biggest names in CPG including P&G, Unilever and L'Oréal.
Raghavan's ambition is to develop a portfolio of global beauty brands that can compete against some of the biggest names in CPG including P&G, Unilever and L'Oréal. Positioning those brands to reach even wider audiences is an important part of her mandate. In this Storytelling Revolution conversation, she emphasizes the important role of purpose-marketing with the company's "Unstoppable Together" campaign that aims to help provide women with tools to rejoin the workforce following the "SHEcession" that disproportionately affected the employment of females in 2020. She also talks about the importance of integrating brand marketing with performance marketing, the role of social media and influencers in driving trial, how TikTok continues to dominate on this front and the role of organizational design in tapping into the highest level of marketing acumen within teams.
Listenhere for a fascinating conversation on global branding, digital marketing and the role of purpose in the world of beauty.
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