Brands, are you ready to unlock the secret to turning customers into a dedicated community? It's time to dive into the fascinating world of consumer engagement and explore how some beauty brands are leaving their mark...literally.
Imagine a scenario where beauty brand enthusiasts proudly display permanent tattoos representing their favorite companies. While rare, this phenomenon occurred at the 2025 WWD L.A. Beauty Forum, showcasing the deep connection between brands and their consumers.
Take Cocokind, for instance. Founder Priscilla Tsai shared an incredible story of customer loyalty during a panel discussion with Noyz CEO Malena Higuera and NYX Professional Makeup's SVP of Global Brand and Innovation, Arnaud Kerviche. Tsai revealed that on a brand trip to Miami, six out of eight customers spontaneously got tattoos of a coconut tree and the word 'kind' to show their love for Cocokind.
Tsai's focus is clear: "I'd rather have 1,000 customers who are die-hard fans than a million casual admirers." This strategy is evident on Cocokind's TikTok page, where Tsai often appears in educational yet entertaining content, attracting over 172,000 followers.
Noyz, another brand in the spotlight, takes community cultivation seriously. Higuera emphasizes treating customers as vital stakeholders, hosting brand trips, sending pre-launch exclusives to loyal fans, and even allowing customers to take over their Snapchat account. This personal touch has paid off, as Noyz gained 100,000 followers in four weeks after a customer takeover.
But here's where it gets controversial: Higuera believes that engagement is priceless. While you can buy views and reach, an engaged community builds sustainable value beyond any viral moment. This approach contrasts with the common pursuit of quick, viral fame.
NYX Professional Makeup, on the other hand, has a similar community-centric approach. They listen to their fans and respond to their requests. For example, after fans noticed 'Love Island' star Olandria Carthen using NYX lip products on the show, the brand featured Carthen and Nic Vansteenberghe in a campaign, creating a viral sensation.
Arnaud Kerviche highlights the power of Gen Z's connection to brands: "They are very connected but also very alone. When they feel seen by a brand, they connect." This insight is crucial for brands aiming to foster a sense of belonging.
Tsai and Higuera both emphasize the importance of direct communication with customers through comment sections, DMs, and brand Instagram channels. Higuera also credits in-person events for Noyz's growth, recalling a 45-day period where a team of six conducted 16 events, meeting 6,000 people and gaining invaluable insights.
So, the question remains: How far should brands go to engage their customers? Is fostering a community of die-hard fans the ultimate goal, or is there a limit to the methods brands should employ? Share your thoughts in the comments, and let's spark a conversation on the future of brand-consumer relationships.
