Tamara Reid

Napoleon Perdis has run redeemable-on-product services for two decades. Now L'Occitane's Beauty Pods offer a $60 facial fully redeemable on skincare, and Beauty_Bar in Armadale starts at $25. If the service revenue is handed back, where does the profit come from? A worked breakdown of what the retailer earns on it, why the same offer costs an independent salon $43.70 every time it runs, plus the four versions of the mechanic that do transfer to the professional channel.

In 2024, Vogue Business published a report arguing Gen Z had broken the marketing funnel. Two years on, the generation in the title is the least interesting part of it. The behaviour has reached the professional channel, and it now governs how a salon owner decides whether your brand belongs in her business. Inside: what the loop looks like from the supply side, where your buyer is actually meeting you, and the four separate pieces of work most brands are only resourced for one of.

Elemis spent last season in the Aston Martin garage, and within weeks my phone was going with skincare brands wanting to know how it was done and what it cost. Since then First Aid Beauty has taken Team USA, Paula's Choice has taken the World Cup, and Sephora has bought into the WNBL. Who a category treats as influential has been going round in a circle for sixty years, and it has landed back on people who are influential for a reason.