November 24, 2020

Bobbi Brown to Tap Influencers, Introduce Lower-Priced Range

Pamela Allier and Kika Silva; Masha Kravtsova

NEW YORK — It’s a new day at Bobbi Brown.
The 25-year-old company, which late last year saw the departure of founder Bobbi Brown, is about to roll out a slew of marketing, influencer and product initiatives to attract a younger customer — starting with a reportedly seven-figure investment in a global influencer program and a lower priced range.
Sandra Main, global president of La Mer and Bobbi Brown, who stepped into the latter role in July, has been charged with reinvigorating The Estée Lauder Cos. Inc. brand. During an interview Tuesday morning at Bobbi Brown’s headquarters in SoHo here, Main was clear that the tenet Brown built her brand on — makeup as a way to enhance one’s natural beauty — won’t change.
“We’re going to be doing four to five times the investment in influencers and digital activations — starting now,” Main said, declining to give a dollar amount. “We’re not changing our philosophy. We’re not changing how we express ourselves — but the platforms that allow us to express ourselves are so much broader in today’s world that it gives us the opportunity to speak to a much larger community and for that community

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