Can Traditional Beauty Companies Compete With Disruptors Dominating Instagram?

New brands see explosive growth by being on social platforms natively

Illustration of people hitting
Print accounts for less than 2 percent of the average American’s daily time spent with media, digital for nearly half. Illustration: istockphoto

In the past few years, mobile has risen to become the most dominant form of media consumption. With this change in consumer behavior, platforms like Google, Facebook and Instagram have grown into virtual monopolies. This shift has not only affected consumers, it has also changed retail and the way smart marketers approach commerce. Nowhere is this more apparent than in the beauty category.

This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.
Geoff Schiller is CRO of PopSugar.