NYX Professional Makeup is opening a Barbie-themed pop-up in London this month.

The activation is to promote the brand’s limited edition Barbie The Movie make-up collection.

The luxury effect on experiential marketing

How brands can learn from the luxury sector to create campaigns that capture attention, drive engagement and build brand loyalty.

With 47% of shoppers seeking more immersive, entertainment-driven retail options, there's plenty of demand for experiences that go beyond simple transactions

“The future of beauty marketing isn’t just about selling perfect skin; it’s about selling a moment, a feeling, a story. Those who master this art will lead the industry.”

Online shopping is undoubtedly convenient, but there's nothing like experiencing a favourite beauty brand, or discovering a new one, in person.

Ai has seen huge developments in recent months and is now at the forefront of a lot of conversations especially in the creative industries.

FMBE put the questions to one of our 2022 agency winners, James Barnes, founder and business director, Backlash