On-Demand Webinar
Using data and benchmarking to guide strategy
Most beauty brands need to engage multiple audiences at once. The same brand may be marketing skincare products to Gen Z consumers while also promoting anti aging or premium skincare lines to older audiences. Each audience engages differently with content, creators, media, and platforms, creating a challenge for PR, communications, and marketing teams: how do you know what’s working for each audience, and how do you measure success across your portfolio? In this session, we’ll explore how leading beauty brands are approaching multigenerational marketing and communications strategies.
Founder & CEO, COMTENT and Parfumerie
Founder & CEO, COMTENT and Parfumerie
Shannon Edwards spent nearly two decades leading the world’s top beauty and luxury brands, including Parfums Christian Dior, Charlotte Tilbury, Tom Ford, and L’Oréal. With deep expertise in brand building, consumer engagement, omni-channel retail, digital transformation, and commercial growth, she has successfully driven legacy brands to both #1 market and digital leadership positions. She is now Founder & CEO of COMTENT and its debut experience, Parfumerie, an AI-native Discovery Commerce platform reimagining how fragrance is discovered and bought online through content, community, and proprietary Taste Intelligence.
Brand Marketing Associate Director
Brand Marketing Associate Director
Briony manages global marketing partnership campaigns for Launchmetrics, working directly with fashion, luxury and beauty (FLB) businesses and adjacent vertical corporations to strengthen Launchmetrics’ brand and positioning as the leading software and data provider in fashion, lifestyle and beauty. She graduated with a Scottish MA in English Literature from the University of St Andrews.
Beauty brands need to engage multiple generations at once, often with different products, creators, and campaigns. But without a clear way to measure performance by audience, it’s difficult to know what resonates, where to invest, and how to optimize your strategy across your portfolio.
In this session, you’ll learn how leading beauty brands adapt their media, influencer, and content strategies across generations and how they use data to measure performance, uncover opportunities, and make more informed marketing and communications decisions.
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