What are you taking into 2021?

As the Keel Beauty Pop-up comes to a close, we’re focusing on what we know best, helping business find ways to navigate through change. Helping businesses stay true to their core values and purpose through uncertainty. This time of year – especially this year – feels like the ideal time for a clearout. Time to […]

If you’ve got style, do you still need strategy?

When so much of the conversation in the beauty, wellbeing and fashion sector is driven by shifting trends and changing tastes you could feel like your content plans write themselves. What does it matter what your carefully laid strategy might say when the data says searches for ‘glitter lips’ or ‘collagen supplements’ are up 300 […]

How does that sound?

For a while now, it’s felt like the marketing question on everyone’s lips has been “What do you stand for?” – the big questions of brand purpose, mission and values were bang on trend. While we would argue that these are essential elements for a contemporary brand, particularly those in competitive retail sectors, we’d make […]

Building (digital) brand moments

Psychologists would have us believe that the ‘events’ of 2020 so far have turned us into more cautious consumers, in addition to us being unable or unwilling to return to the Beauty Halls and their brightly lit counters. In fact, a recent study of 8000 shoppers found that 39% have bought new brands during the […]

Putting the spark back into your consumer connection

Anyone who has spent any time in the beauty industry, or fashion retail for that matter, will know that it’s full of contradictions. In the same month, we are overrun with headlines and hot takes on the rise of natural beauty and no-make-up-make-up, HD beauty products continue to fly off the shelves. New brands emerge […]

The beauty edit: phone, keys, wallet, mask!

Many fashion and beauty brands were quick to catch up-on this new consumer must. A lot of us won’t be used to wearing a face mask for a prolonged period of time and people are starting to experience issues with their skin. So, Superdrug has created content to help consumers fight “Maskne”. Despite the fact that a […]

The changing face of healthcare brand and content

As we continue to see science playing a role in beauty content – whether it’s a focus on active ingredients or the ongoing battle over terms like “clean” and “chemicals” – we’re seeing a shift in the other direction on the side of healthcare. Navigating regional regulations and clinical claims used to be the prerogative […]

Beauty (brand) lessons from our new cultural role models

Billie Eilish: Mastering mass appeal without losing your edge When it comes to mass appeal, 5-time Grammy-winning musician Billie Eilish has it nailed – with an estimated wealth of $53Million and a long waiting list of high-profile collaborators. Through this incredible rise, Eilish has stuck doggedly to her edgy, but relatable, individuality. Brand lesson: Stay […]

The beauty edit: what is the new norm post-Covid 19?

We’re all waiting (with a little nervousness) to see what July 2020 has in store! One week in, we’re starting to see industries gearing back up. So, so far so good. Well, apart from Kanye West announcing his candidacy for the US presidency, but that’s a whole ‘nother story… Let’s focus on the beauty industry – […]

The beauty edit: post-Covid 19 beauty industry

Okay, we don’t have a crystal ball, but it definitely seems that some of the new shopping trends and consumer behaviours we’re seeing are here to stay. We’ve seen many brands adapting to new ways of shopping and consumer engagement – and tech has played a major part in this. From Instagram Live make-up masterclasses […]