This morning, while walking my dog Rosie through Meatpacking, I felt that NYFW energy in the air, and noticed brand activations everywhere. 

On my block alone, there was a line around the corner for Maidenform and Byrdie at Maman, and two massive elephant sculptures for Sabyasachi (Rosie wasn’t a fan of those, but she did love the crowd at Maman, assuming they were all there just to pet her. Spoiler: they did!).

This has been on my mind a lot over the past couple of years: are brands really doing enough to connect in these IRL moments? 

I’m a firm believer in taking your brand offscreen & connecting with your community. I feel that in the shift to a “performance at all costs” mentality, the perceived value of events has been diminished in many companies. It’s not just about “throwing a party” or setting up a pop-up without a plan.  

The value comes when there’s a meaningful brand tie-in. One of my favorite examples? A rooftop "dive-in" movie series where Vacation brought the poolside vibes and sunscreen to screenings of Jaws and The Sandlot. I’m obsessed.

In this week’s rundown, we’re diving largely into the online space, but don’t forget—the power lies in the 360 experience, where brands come to life in 3D, both online and off. 

READING ROUNDUP - ARTICLES TO CHECK OUT

The haircare space is evolving, luxury beauty is making bold moves, and ICYMI: the business of beauty is transforming fast. Dive into the trends redefining the $91 billion haircare market, catch an exclusive preview of Celine’s highly anticipated beauty launch, and discover how powerhouse Vennette Ho is shaping the future of beauty M&A.

• The four biggest trends shaping haircare right now - Vogue Business

• Celine Previews First Beauty Range With Harrods Pop-up - WWD

• NEXT 2024 Person Of The Year: Vennette Ho - BeautyMatter

PRESS PLAY - PODCAST EPISODES TO NOTE

Listen to learn as Estée Lauder’s Chloe Green-Vamos breaks down how AI and data are rewriting beauty’s playbook, while Vogue’s Kiana Murden shares about career pivots and beauty shopping trends to watch. Over at Wella, Chris Chesebro reveals how digital transformation and pro partnerships are fueling major growth.

• Estée Lauder VP Chloe Green-Vamos talks data, AI and reverse mentorship - Glossy Beauty Podcast

• Kiana Murden Sr. Beauty Writer at Vogue on Commerce Trends, Career Transitions, Passion Alignment, Sacrifices - Boardroom Beauty

• Chris Chesebro, Wella Company - Earned: Unlocking the Power of the Creator Economy

PENCIL THIS IN - UPCOMING EVENTS

Catch up with beauty besties at these virtual and IRL moments.

• 9/19: CEW 2024 Beauty Expo // New York, NY

• 10/3: How to Rock the Latest Viral Trends with Milk Makeup Director of Artistry Sara Wren - Sephora // Virtual

• 10/28 - 10/30: Beautyworld Middle East // Dubai, UAE

JOB BOARD - EXCITING ROLES IN THE BEAUTY SPACE

Now hiring - check out these roles in the industry.

1. Senior Marketing Manager at Dyson - New York, NY

2. Manager, Product Marketing at Hourglass Cosmetics - On-site - West Hollywood, CA

3. Senior Manager, Influencer & PR at KraveBeauty - Hybrid - New York, NY

4. Senior Director, New Product Development Project Management at Kendo Brands, Inc. - Hybrid - San Francisco, CA

5. Manager, Global PR at ILIA Beauty - Hybrid - New York, NY

💌 Message me on LinkedIn if there’s anything else you’d like to see in future editions.

xx Saba Bokhari

Disclaimer: The views, thoughts, and opinions expressed are the author’s own and do not represent the views, thoughts, and opinions of the author’s workplace.