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Struggling to see results at the gym despite your best efforts? Marketing works the same way. Focusing only on end goals – like revenue or leads – without tracking the right "workouts" won’t get you far. Let’s break down input vs. output metrics for predictable success.

In 2025, beauty consumers are caught between influencer recommendations and unfiltered user-generated content (UGC). While influencers offer expertise and brand credibility, UGC feels more authentic and relatable. This article explores the strengths and challenges of both, revealing why a mix of influencer marketing and real-user reviews is the winning formula for beauty brands looking to drive sales and trust.

Let’s talk about the content trends we’re keeping an eye on this year. It’s a mix of influencers, but with a focus on customer- and employee-driven content, and being real with all our imperfections. We’re diving into what’s actually going to connect—whether it’s long-form content making a return or Gen Alpha stepping up to lead the way.

The rise of social media has transformed how we engage with content, making it harder for one figure to dominate like Michael Jackson once did. With algorithms tailoring feeds and a constant flow of new content, the digital landscape offers more opportunities for creators and businesses, but also presents challenges in building universal icons.

Gen Z is reshaping marketing with their demand for authenticity, inclusivity and community. This article explores how brands can connect with this generation through social media, influencer marketing, and trend-driven content. Learn why aligning with Gen Z's values is key to building a future-proof brand.