Erika Grinius

Exciting news for the haircare category from Fenty Beauty! The launch of Fenty Beauty's new haircare line by Rihanna is an exciting development with both promising prospects and potential challenges. As a voice-of-consumer expert, I couldn't ignore this much-anticipated launch, as Fenty Beauty is often highly praised in my conversations with consumers for its quality and inclusivity. I personally see the following factors that play in favor of this launch: Strong brand equity: Leveraging the success of Fenty Beauty, Fenty Hair can definitely attract a loyal customer base as consumers anticipate the brand's product to be high-quality. High market demand: The global haircare market is growing, with a projected value of $107 billion by 2027. Fenty's focus on diverse hair types aligns with consumer needs and can be a significant point of differentiation in this category. Rihanna's personal brand: Rihanna’s influence and deep involvement with the brand is crucial for attracting a broad audience and helping spread awareness about a new product line. However, navigating market competition and maintaining authenticity will be essential for success. The #haircare industry is crowded with established brands and other celebrity-endorsed products which compete for consumers’ attention. Additionally, there has been ongoing public discussion about the perceived authenticity of the Fenty Hair brand and its founder, Rihanna, who is known for wearing wigs and extensions rather than showing her natural hair. Addressing these perceptions will be critical for building consumer trust and not losing a loyal customer base. I’m personally excited to see how Fenty Hair performs in the haircare industry.

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What are the top five consumer trends that advertisers need to know about right now? Read this story to find out.

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Want to make the most of your advertising? LinkedIn Advertising Solutions and LiveRamp have partnered to help brands measure campaigns accurately, gain valuable audience insights, and deliver personalized ads while keeping data secure. Learn how we do it!

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Healthcare and Pharma brands are starting to shift more dollars into the creator economy. Traditionally cautious about influencer marketing, these brands are now recognizing its potential to engage and educate audiences effectively. It’s an exciting opportunity for healthcare brands to engage audiences authentically while ensuring they navigate regulatory challenges accordingly. #insights, #marketing, #mediaplanning

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40+ women are a powerhouse in consumer spending, driving trillions of dollars, yet marketing and media predominantly target the 18-34 demographic. It's crucial for Brands to shift focus and include 40+ women in marketing campaigns. Embracing this demographic is key for Brands seeking growth. #Marketing #brandstrategy #branding

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If your copy is junk, that is the type of results you will have. I have said this for years when working on SEM campaign landing pages. Providing clear, informative copy with a call to action is what your patients are looking for. Let us help!

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Marketing, tech, and finance need to be on the same team if you want sustainable and lasting success in your marketing department, and as a company. Communication is key. Everyone needs to be on the same page, not just departments communicating with themselves. Get together for strategy building, and you'll find yourself with a clearer picture. #Marketing #MarketingStrategy #BusinessGrowth

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🧐 What is truly driving YOY performance? In our latest blog, we consider the consistencies in the data, shed light on the reasons behind the success of certain brands, and outline easy steps you can take to maximize your revenue growth. https://ow.ly/690150ShceU

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In the ever-diversifying world of pharmaceuticals, understanding and embracing multicultural marketing is more crucial than ever. Fast Company highlights how the industry is shifting its strategies to address the unique needs of diverse communities effectively. 📊 Key Insights: - Inclusive Research & Development: Pharmaceutical companies are recognizing the importance of including diverse populations in clinical trials to ensure treatments are effective across all demographics. - Cultural Competence: Developing marketing campaigns that resonate culturally and linguistically with different communities is becoming a top priority. - Community Engagement: Partnering with community leaders and organizations to build trust and awareness about health issues and available treatments. - Digital Health Solutions: Leveraging technology to provide accessible healthcare information and services tailored to various cultural groups. 🌟 Embracing these strategies isn't just good practice—it's essential for building a healthcare system that truly serves everyone. By prioritizing inclusivity and cultural sensitivity, we can create more effective marketing campaigns and foster better health outcomes for all communities. #Pharmaceuticals #MulticulturalMarketing #HealthcareInnovation #InclusiveMarketing #DiversityInHealthcare

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📊 2024 Trend Alert Personalization is no longer optional—it's a necessity. Consumers expect tailored experiences across all touchpoints. Use data to understand preferences and craft messages that resonate on a personal level. Brands that master this will see increased engagement and loyalty. #MarketingTrends #Personalization

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One of the most important consumer trends for advertisers to know about is loss of trust. This article on the OUTFRONT blog breaks down four other trends from our new report.

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📈 Did you know that just 32% of HR executives take part in strategic workforce planning? Try these 9 talent acquisition strategies to increase your team’s influence on business strategy:

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At a time when customer intelligence is critical to both marketing and commercial success, selecting data that offers the most value is crucial. Learn more about how Acxiom can help brands refine their data strategy:

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It's important for every brand to understand its purpose and to express it through the 3 Essential Narratives and an authentic and resonant storytelling framework.

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Another milestone: Yahoo DSP advertisers now have seamless access to Kroger audiences. At Kroger Precision Marketing, we believe in the power of our precision purchase signals. Shopping behaviors reveal lifestyles, aspirations, and life stages more meaningfully than demographics alone. This builds on the self-service programmatic capabilities we announced last Fall. Both Yahoo and Kroger Precision Marketing have first-party signals at the core of this offering. Much of the digital media industry has been using the same third-party data signals for decades – and those signals are fading. Big brands are making the switch to retail data. Some key features in our approach: ✅ Programmatic Controls: Manage your own campaigns & activate custom-built, Kroger purchase-based audiences with closed-loop sales measurement in your existing Yahoo DSP seat. ✅ Flexibility: Apply quality controls including verification and brand safety tagging. Easily layer Kroger audiences onto your media strategies, maintaining control of optimizations and rail settings. ✅ Pricing Transparency: Fully-transparent pricing model; know exactly how much of your media investment is allocated to inventory vs. audience vs. measurement. I’m proud of the entire team behind this at KPM. And a special shout-out to our Yahoo collaborators, Elizabeth Herbst-Brady, Mike Brunick, and Beth Nussbaum Gross - among many others. Read more from Kathryn Lundstrom at ADWEEK [article link in comments] #adtech #KrogerPrecisionMarketing 84.51˚ #RetailMedia

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Thank you for having me on The Marketing Girly, Natalie Peters! I had a great time sharing my story from PR agency life to VP of Brand Marketing at CorePower Yoga, talking about the power of community experiences, some of my favorite brand love moments and partnerships, and more. You can check out the episode here: https://lnkd.in/gDkzednx

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The need to shift DTC strategies is a lesson in learning from past examples. Prioritizing consumers at each step, brands are leaning toward practices that include them more in the process for growth that's led by retention, profit, and an increase in sustainability. #DTC #Retail #FashionBrands #Consumers

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