the digitalFrom the studio
Creative observations and practical ideas for your next move.
The journal
e.l.f. Beauty has invited customers to speak directly to CEO Tarang Amin. What the new Dial 0 activation, 100-person community programme and 2026 Impact Report plans teach brands about genuine customer listening.
Read the article: e.l.f. Put Its CEO on Speed Dial. Now Comes the Hard Part.The journal
UK shoppers are holding back, YouTube is recommending products to creators, Google Ads has a visibility problem, and luxury is rewriting the rules. Six verified stories and six useful moves for brands.
Read the article: Shoppers Are Cautious. Brands Can't Afford to Be Boring.The journal
Why fashion, beauty, interiors, music and advertising keep revisiting the past, what the 20-year trend cycle actually means and how brands make nostalgia feel new.
Read the article: Everything Old Is New Again. Have We Run Out of Ideas?The journal
A practical guide to TikTok virality in 2026, with real creator videos, industry-specific hooks, an honest 30-day plan and the metrics that matter after the views.
Read the article: How to Go Viral Today: The 2026 Playbook for Every IndustryBeauty & Fragrance
Why the 2026 return of matte and frosted lips is a sharper commercial story about product experience, honest claims and creative direction.
Read the article: Matte Came Back. Frost Walked In. Gloss Never Left.Beauty & Fragrance
Nine creator- and celebrity-founded brands, their signature products, and the business strategies worth learning from.
Read the article: The Influencer Brands That Got Beyond the Hype. And the Products That Made Them.Creative Campaigns
An industry-by-industry UK creator shortlist and practical outreach, vetting, rights and ROI guide for 2026.
Read the article: The Best Influencer for Your Brand Is Probably Not the One You FollowCreative Campaigns
From Marilyn's perfume moment to Molly-Mae's retail empire, a sourced history of influence and the brand lessons that still work.
Read the article: From Marilyn to Molly-Mae: The Influencer Playbook We Didn't Know We Were WritingBeauty & Fragrance
Our honest UK edit of the week’s most tempting beauty and fashion products, with real prices, shopping links and the brand strategies making us click.
Read the article: The Marketing Has Been Marketing. Here's What We'd Actually Buy This Week.Beauty & Fragrance
Vogue's latest fashion story has a surprising protagonist: podcast hosts. Here's how beauty and fashion brands can use audio and video partnerships without wasting their budget.
Read the article: Fashion's New Front Row Has a Microphone. Should Your Brand Join It?Beauty & Fragrance
Joybuy launched Singles' Day offers today. Boots is expanding into K-Wellness, Elemis has a proposed new buyer and the CMA wants clearer delivery pricing. Here's what brands can learn.
Read the article: Joybuy Wants Your Basket. Boots Wants Your Routine. The CMA Wants the Real Price.The journal
Matalan's new Be the Occasion film flips luxury fashion codes on their head. Seven useful brand-positioning lessons for UK fashion and beauty marketers.
Read the article: Matalan Borrowed Luxury’s Camera. Then Came Home for Christmas.Beauty & Fragrance
Penhaligon’s vintage-travel Christmas collection is a lesson in luxury gift packaging. Here is how UK beauty brands can balance creative impact, ecommerce clarity and EPR costs.
Read the article: Penhaligon’s Packed Christmas in a Trunk. Will the Box Earn Its Keep?Beauty & Fragrance
Maria Galland's new digital skin adviser looks promising. But useful guidance, credible claims and consumer privacy matter more than a clever beauty quiz.
Read the article: A Skin Scanner Can Recommend a Serum. Can It Earn Trust?Beauty & Fragrance
Traffic-free Oxford Street, Space NK's stronger comparable sales and Levi's new Inter Miami collection reveal three ways brands earn attention and trust.
Read the article: Oxford Street Got Room. Space NK Grew. Levi’s Found Its Fans.The journal
Three fresh 2026 campaigns show why one distinctive creative idea must connect storytelling, product discovery, shopping and measurement.
Read the article: One Film Isn't a Campaign. M&S, LEGO and TK Maxx Prove It.Creative Campaigns
ASOS improved profit despite falling annual sales. Its 2026 results offer a sharper fashion ecommerce lesson: better fit, stock, discovery and returns beat louder discounts.
Read the article: ASOS Found the Margin. Fashion Brands Should Find the Fit.Beauty & Fragrance
KIKO x STABILO turns a highlighter into lip colour, Liberty introduces gift curators, and Coty sharpens its beauty investment. Three practical lessons for UK brand teams.
Read the article: A Highlighter Went Rogue. Liberty Sold Advice. Coty Got Selective.Beauty & Fragrance
Marella is supporting The Fonteyn ballet competition as 12 finalists prepare for the London Coliseum. The interesting question for fashion brands: what makes cultural sponsorship worth doing?
Read the article: Marella Backed Tomorrow's Ballet Stars. That's Brand Strategy.Creative Campaigns
Martine Rose is Balenciaga's new creative director. Why the 6 November appointment is a lesson in fashion branding, cultural credibility and commercial execution.
Read the article: Balenciaga Hired a Point of View. The Hard Part Starts Now.