Fulfilling the brand promise

Brands must strive for consistently high quality and control their identity without killing local flexibility, as David Benady reports

Call to action for brands with sustainable potential

Lucy Shea, chief executive of Futerra Sustainability Communications, explains how “planet brands” can engage consumers and help save the Earth

Skin deep but in the psyche?

If beauty is a barometer of the social mood, the language brands use to communicate with consumers on a psychological level will provide the key to driving sales in the future, writes Bella Blissett

Here comes the pampered groom

If men are from Mars and women hail from Venus, it follows that grooming brands should treat the male and his psyche as a very specific species, writes Ahmed Zambarakji

It’s time for skin care to get personal

In a market flooded with so-called “miracle products”, Claire Coleman asks whether brand personalisation will prove to be a winning formula for engaging customers and driving sales?

Divide and rule the beauty age gap

From trendy teens to skin-aware 60-somethings, how is the industry adapting to the desires of two divergent age markets? Claire Coleman reports on why brands must divide and conquer if they’re to rise to the challenge

E-cigarettes sparking controversy

Since their emergence around five years ago, the rapid expansion of e-cigarettes has provoked controversy, and challenged the tobacco and pharmaceutical industries alike, writes Simon Brooke

Analysing the customer and using social data

Data has been described as the new oil; it is a valuable commodity which, when correctly analysed and accurately targetted, fuels business, as Sean Kelly reports