Why Brand Marketing Still Matters | The Business of Fashion

At The Business of Beauty Global Forum, Isamaya Ffrench and Marty Bell took the stage to uncover why brand marketing still matters.

Isamaya Ffrench, makeup artist and founder of Isamaya Beauty, and Marty Bell, co-founder of sunscreen brand Vacation (and Poolside FM), both took unconventional routes to turning their products into veritable brands.

"If you're strong enough to have a vision and get a brand off the ground, you know what your audience wants. Be communicative and do the things that feel natural and right, because it's when you start doing the things that the CMO tells you you have to do... No one's going to believe you," said Ffrench.

“Some of the best brands in the early stages are just true personifications of their founders… That’s very hard to compete with if you don’t have someone who has a view on the world and a perspective.”, said Bell at the Business of Beauty Global Forum 2023.

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