As part of The Drum’s Fashion & Beauty Focus , we’re using insights from Kantar’s Marketplace , an automated market research platform, to look closer at creative trends and effectiveness in this exciting category. Maybelline's eyeliner ad / Maybelline The fashion and beauty industry is bursting with creativity this year as brands launch brilliant campaigns that resonate with consumers on multiple levels. In the UK, both the womenswear and menswear categories are thriving, reflecting evolving consumer preferences.
The beauty market is also booming, achieving an impressive 8% year-on-year sales increase, particularly in skincare and cosmetics, driven by social commerce and the entrance of innovative brands such as Sephora. Viral trends, such as Maybelline’s Pink Concealer, have further fueled this success. Highlighting brand performance, Nike remains the world’s most valuable apparel brand at $71.
6bn, showcasing its enduring strength despite a slight decline. Zara has made a remarkable leap, increasing by 47% to $27.1bn, while other notable performers include Adidas, which rose by 35%, and Lululemon, up by 24%.
In contrast, Shein encountered challenges, facing a 34% decline in brand value. From humor and inclusivity to bold visuals and emotional storytelling, these standout campaigns have left a lasting impression. Here’s a deep dive into the most effective ads in the sector.
Sephora: ‘This is the Fun Part’ by RGA NY In this spot, Sephora celebrates the everyday.
