Beauty brands already know they need to do more than just sell products to stand out in an increasingly saturated market. Today, winning brands must build communities, create cultural relevance and show up in consumers’ lives beyond the bathroom shelf. Being culturally relevant can take on myriad meanings, too — whether it be activating at Coachella or partnering with the stars of“The Secret Lives of Mormon Wives.” For The Outset and Nécessaire, the latest community-building efforts center on book clubs, floral workshops and contemporary art, all aimed at turning beauty consumers into lifestyle communities. The Outset’s ‘Out of Office’Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
