Everyone Knows the Beauty Playbook. Now What?
How the Beauty Marketing Playbook Is Changing
The beauty industry has never been more competitive. For beauty brands, standing out today means going far beyond a strong product or a successful launch: it requires a distinctive point of view, cultural relevance and a creative strategy capable of building desirability over time. In this episode of Visionary Minds, Kira Mackenzie Jackson, CMO of M.PH, joins us to discuss how the beauty marketing playbook is changing — and what the next generation of successful beauty brands will need to get right.
From Mary Phillips to Violette_FR: Why Creative Authority Matters
Our conversation explores the rise of founder-led and artist-led beauty brands, where expertise itself becomes part of the brand’s creative advantage. We discuss Mary Phillips and the way her signature makeup technique has helped build a unique territory around M.PH, alongside brands and creative entrepreneurs such as Violette_FR, who have turned a highly recognisable vision and aesthetic into genuine brand equity. In an increasingly saturated beauty market, this kind of creative differentiation is becoming increasingly difficult to replicate.
Building a Beauty Brand Beyond the Viral Moment
We also discuss how social media, creators, community and new consumer expectations are reshaping beauty brand strategy. Viral moments can generate enormous attention, but building a lasting beauty brand requires much more: consistent storytelling, strong brand positioning, distinctive content and the ability to create culturally relevant moments again and again. As Kira puts it, “A great brand doesn’t create one moment. It creates moments consistently.”
A Creative Agency Perspective on the Future of Beauty Brands
At Dix Sept Paris, these questions are at the heart of our work as a creative agency specialising in beauty and luxury brands. From beauty brand strategy and positioning to campaigns, content, social media and cultural influence, Visionary Minds gives us the opportunity to exchange directly with the founders, CMOs and creative leaders redefining the industry. This conversation with Kira is ultimately about one question every beauty brand is facing today: when everyone knows the traditional beauty marketing playbook, how do you create something people have not seen before?
Visionary Minds &
Dix Sept Paris
Visionary Minds is a podcast produced by Dix Sept Paris, a creative agency specialized in luxury and beauty. Through conversations with industry leaders, we explore the ideas, cultural dynamics, and creative frameworks shaping the future of luxury — providing brands and decision-makers with ongoing insight into the evolving landscape of clean luxury beauty.
Our mission is to create a space for dialogue with those redefining their industries, while offering strategic inspiration for brands, creatives, and executives navigating a rapidly shifting market.
We collaborate with houses such as Chloé, alongside other key players shaping the future of luxury and beauty, supporting them in crafting narratives that resonate internationally.
