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#BadassPlan: Authenticity, open communication, community pay off for Vogue International
How can marketers successfully target and engage millennial customers in the New General Market? For Vogue International’s OGX brand, the secret to catering to the female New General Market consumer is to “remain authentic, foster open conversations with her and create a community she can engage in that provides the opportunity to create the brand she wants are really the linchpin of success,” according to Courtney Connelly, senior brand manager for North America.
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FT: The origins of a top beauty brand
French skin care company Caudalie is one of the top beauty brands in the U.S. The Financial Times asked the company's founder, Mathilde Thomas, how a chance meeting led her to create a skin care treatment and move her family from Paris to New York. (Financial Times)