6 Beauty marketing predictions

“People talk a lot about community, but nobody really knows how to build one,” says Naomi Emiko, co-founder of marketing agency TNGE Global. Even if the infrastructure behind it is a mystery, she predicts “community” will remain a buzzword for brands this year. To figure it out, she envisions them more actively participating in conversations to flesh out where and when they fit into consumers’ lives and speak with their audience rather than at them. “Brands need to understand that they’re part of an ecosystem,” she says. “They’re not an entity that exists on an island.”