Beauty Executives Pivot to Rapid Entertainment Tie-Ins to Capture Fading Attention

By Kaleigh Werner · WWD Beauty · 2026-07-14

According to WWD Beauty, established cosmetics players and wellness newcomers are moving away from traditional long-lead campaigns in favor of real-time entertainment partnerships. Brands like MAC Cosmetics and E.l.f. Beauty are bypassing standard celebrity endorsements to capita

According to WWD Beauty, established cosmetics players and wellness newcomers are moving away from traditional long-lead campaigns in favor of real-time entertainment partnerships. Brands like MAC Cosmetics and E.l.f. Beauty are bypassing standard celebrity endorsements to capita