Beauty Brands Turn Out for Pride

When it comes to event marketing, are protests the next music festivals?
With a host of beauty brands participating in this year’s NYC Pride Parade, one might question if events centered on activism are poised to be socially driven Generation Z’s version of Coachella.
“[We’re seeing that] the younger consumer is much more driven by philanthropy and cause than the previous generations have been,” said Blake Decker, head of marketing at SinfulColors. To target young consumers, the brand has aligned itself with causes that resonate with Millennials and Generation Z, such as LGBT rights and antibullying.
This year, SinfulColors teamed with Era Istrefi, an Albanian pop star — Instagram following: one million — on a limited-edition capsule of rainbow iridescent glitter polishes called the Pride Collection. The collection went on sale earlier this month and sold out within a week on Amazon, forcing the Revlon-owned nail brand to scramble to restock. This is the second year Sinful Colors, which sells primarily in drug retailers and supermarkets, is doing a Pride collection. It will also operate a booth during the NYC Pride Parade, and Istrefi will perform during the parade.
“The brand is truly about self-expression and feeling free to be yourself and

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