Earth Day 2024 – Planet vs. Plastics

As this year’s theme for Earth Day 2024 is Planet vs. Plastics, we thought it fitting to take a dive into Earth Day and look how the beauty industry has been a driving force when tackling environmental factors. 

With many brands making it a focus to swap to more sustainable packaging, we’ll take a look at who are leading the way to be the UK’s most sustainable beauty and wellness brands. 

A bit of history

First celebrated in 1970, this year marks the 54th Earth Day. As a reminder of the importance of environmental conservation and sustainability, Earth Day is now a widely recognised awareness day across the world, serving us a call to action to address these pressing issues facing our planet. 

Plastics vs Planet

Throughout the years, there have been many different ‘themes’ to Earth Day, from Climate Action, Invest in our Planet and Protect Our Species. 

Over the last 60 years, 8 billion tons of plastic has been produced. According to a study by Science Advances, 90.5% of this plastic has not been recycled. National Geographic claims that half of all plastics ever made have been produced in the last 15 years, with production expected to double. This is one of the many reasons that Earth Day has decided to tackle this problem head on, challenging a 60% reduction of all plastics by 2040.

While reducing plastic consumption has become more widely adopted, we still have a long way to go – more than 1 million plastic water bottles are sold every minute and worryingly, plastics, and more commonly, microplastics are everywhere, including in what we eat. Environmental charities are pushing businesses to see change across the entire supply chain.   And sadly, the beauty industry is a large contributing factor, producing 120 billion units of wastage each year.

The customer is always right

As awareness grows, more and more consumers are looking for sustainable beauty brands. 

A report by First Insight shows that 90% of Gen Z consumers are willing to pay 10% more for sustainable packaging and this expectation that brands must act in a sustainable way is stretching across older generations too. Across generations, 73% (combined) feel that sustainable packaging is very or somewhat important today.

Sustainable beauty brands

With sustainability being a core focus for the beauty industry, we’re proud to have worked with some great brands making waves in the space.

Tropic Skincare

We’ve worked with some remarkable brands in the past, and most notably for their sustainability is Tropic Skincare. Tropic’s values of creating a healthier, greener, more empowered world, is evident in everything the brand does.  From the ingredients used in formulation methods, to  packaging – sustainability is at its core. For example, check out how Tropic’s inner bottle balloon works, which helps reduce product wastage and is 100% refillable. Tropic also has a fantastic recycle reward scheme which you can learn more about here


Most internationally known for its stance against animal cruelty and ethical practices is Lush. Since launching in 1995, Lush have continuously proved that a brand doesn’t need to test on animals to create effective, amazing smelling products. Charming sustainable initiatives such as its Knot Wrap, provide consumers a sustainable alternative to gift wrapping. Since launching in 2009, Lush have sold (and consequently upcycled) 47 tonnes of these beautiful scarves. 

Lush Ethical Sourcing
Source: Lush – Ethical Sourcing


When we think of a green tube, we think of Weleda’s famous Skin Food moisturiser. Less well known is Weleda’s commitment to biodiveirsty and that the brand has been awarded the Look For The Zero badge, showing that none of its products contain any form of plastic. Weleda does so much good through its products. Both tradition and innovation are important for Weleda and act as a basis for its commitment to environmental, social and economic sustainability. 

Spectrum Collections

Another brilliant client we’ve worked with is Spectrum Collections. While lots of brush companies market themselves as sustainable, with its bamboo brushes and synthetic bristles, Spectrum was leading the plastic reduction revolution and in 2018 cut its plastic packaging by 50%. Spectrum also gives 1% of its gross revenue to plastic clean up concerns. We also love and appreciate Spectrum’s transparency when it comes to packaging. The brand isn’t perfect, but it’s not claiming to be, with admissions that while plastic reduction is important, so is hygiene and quality. 

Neal’s Yard

Another iconic, sustainably focused wellness brand is Neal’s Yard. Not only were Neal’s Yard the first UK brand to become Look For The Zero certified, it’s been carbon neutral since 2008 and has a great recycling scheme available in all stores. There’s a huge long list of all of Neal’s Yard sustainable initiatives, go check it out here

Source: Neal’s Yard – About Us

So, what can you do?

Beauty consumers are continuously looking for brands to be more transparent about their supply chains and provide clearer messaging on what they’re doing to be more sustainable. If your brand is plastic free, or you’re taking active measures to become more sustainable, there are loads of recognised initiatives, badges and awards that will act as social proof for consumers. 

There are a lot of benefits in creating dedicated landing pages (both from a consumers findability perspective and also these landing pages can add SEO value to your site). These landing pages are a great place to showcase the sustainability efforts your brand undertakes, you can go into detail about these issues, whether its how your brand has or is trying to cut plastic, how you give back to community or your ethical sourcing methods, consumers love to read it.  

More than ever, consumers are doing their research and following up sustainability claims. 

You can provide proof to your sustainability claims by gaining certifications, awards or badges. There are so many different schemes available, from becoming b-corp certified, joining forces with Positive Luxury for the butterfly mark or proving your commitments with the soil association, to name just a few. Talking about these certifications on your social media and adding the badges to your website- on the homepage and product pages, demonstrates your commitment to sustainability in the most authentic, legitimate way.  

Source: Tropic Skincare – Our Values

Craft the right message, with Foundation

There are so many other brilliant beauty brands that are innovating and making waves when it comes to sustainability. While before, for brands like the Body shop, sustainability was a USP. In recent times, ethical sourcing and a focus on sustainability is not just a nice-to-have; for many, it’s essential.

Foundation has heaps of experience articulating important brand messages across various channels, be it through paid adverts, PR campaigns or onsite content. Speak to one of our team to find out how we can help you do the same.

For more information on how you can get involved in Earth Day 2024, visit to find out what you can do to help. 

We also have created a white paper on the topic – sustainability in beauty – check it out here.


Sephora Tweens: The Culprits or the Victims?

Expensive, high-end skin care with strong ingredients and anti-ageing effects has become a trending interest among child and tween girls.

Ingredients like retinol and alpha-hydroxy acids (AHAs), which promote collagen production and fine-line prevention, have become something of a holy grail in skincare for adult audiences; from the age of about 25, our skin’s natural collagen levels begin to decline, and as a result, our skin loses some of its youthful firmness.

Retinol can help bring back some of that natural glow, but when you’re under 25 and your collagen levels are still fine, could this have a negative, or even long-lasting effect on the structure of your skin?

These ingredients, and certain brands that promote them, have become a recent source of controversy within the beauty industry due to the infatuation that young girls, or ‘Sephora Tweens’, have found in them.

What are Sephora Tweens?

Image Source: Freepik

Young girls, particularly pre-teens, have for a long time found community through makeup and beauty. Most women will remember playing dress up and using flip-phone makeup kits with their siblings and friends at a younger age. With the power of social media, this has transitioned to following the most viral skincare trends, but many skincare brands and influencers are perhaps not considering the age or influenceability of some of their demographic.

As with many media concerns, a lot of this phenomenon can be traced back to a lack, or misrepresentation, of information. Dubbed as ‘Sephora Tweens’, young girls are seeing these products going viral and being promoted by their favourite influencers and want to be involved, without understanding exactly what they’re designed to do.

Community in girlhood is often about spending time and engaging in activities with your peers, as well as relating your own life to the older women you admire. If a girl’s favourite celebrity is endorsing a Drunk Elephant retinol product, chances are she’ll want to use it, too.

Child Influencers

Kourtney and Penelope
Image source: @pandkourt TikTok

One of the most lethal sections of this Venn diagram is the section of child influencers, who fill the role of being someone to aspire to while also still feeling like a peer.

Some names to pay particular attention to here are some of the Kardashian children, most notably North West and Penelope Disick, both of whom went viral on TikTok for sharing their skincare routines. 11-year-old Penelope’s routine included the likes of Drunk Elephant, Dior, Honest, and Charlotte Tilbury. 9-year-old North’s featured many of the same, and included a toner, serum, and even an eye cream.

Due to the source of the influencing content, many of the top-trending skincare products are rather pricey, and not plausible anyway for many standard-income families. But as a birthday treat given without the proper research? These products are not impossible for children and tweens to gain access to.

This amount of skincare seems excessive for a child anyway, but many doctors have now raised concerns about the trend, stating that it could create long-term, irreversible damage to their still-developing skin.

Is It Bad to Use Retinol Too Young?

The skin barrier is very sensitive to active ingredients like AHA and retinol. When your skin is ageing and you want to see the effects of these ingredients, this becomes a good thing; it means it’s easy for the ingredients to penetrate the skin and have an active effect. But, these ingredients are strong; even when used on mature skin, many doctors and skincare professionals recommend building up retinol usage so as not to shock or damage the skin.

The entire makeup of your skin when you’re young is different to an adult’s. The stratum corneum is thinner, water handling is different, and the natural amount of moisture and lipid production is lower than an adult’s. More generally speaking, the skin barrier is even thinner, leaving children and tweens’ skin much more sensitive to external factors and susceptible to irritation.

Children as young as eight are asking for skincare products designed for fully matured, adult skin, which could cause major long-term damage to young faces.

Retinol serum

Appealing to the Wrong Audience

To some, this trend might feel like it’s been a long time coming. Miniature makeup kits and shops like Claire’s have for a long time been encouraged as child-friendly introductions to adult interests of health and beauty. But, some brands are now being criticised for creating misleading content, using models in TikToks and Instagram reels that appear too young to be using the products that they advertise. In fact, many of these brands also often don’t even mention a minimum age requirement for certain products.

What’s more, the gamification and novelty packaging that some brands use with their products makes them desirable to a younger audience, but the ingredient list may well contradict the packaging. Whether this is a Bubble moisturiser that pops up in the shape of a flower, a Star Face pimple patch that turns a blemish into a cutesy sticker opportunity, or the brands that have come under the most heat during the tween skincare phenomenon – Drunk Elephant.

The bright colours, colloquial language, and playful graphics of Drunk Elephant make it a brand that appeals heavily to both Gen Z and Gen Alpha, despite many of its products including strong active ingredients. As a result and to help combat users’ concerns, the brand made a statement on Instagram listing some of their products that are ‘safe for kids and tweens to use’.

The Western Fear of Ageing

The beauty industry has long since been aware of the Western fear of ageing, and many brands have capitalised on this fact by creating their own wrinkle remedies and anti-ageing products. In recent years and months, however, this fear has trickled down to the youngest, and most easily influenced, of us all.

Sephora Tweens are being criticised for their want to be involved in the adult skincare trends, but is this any different to trends of the past? Young girls have always aspired to be like the women around them, so is this not a case of the same? While the aspiration itself is not a harmful one (maybe it can even be seen as wholesome), the nature of this exact situation potentially is.

The younger generations that are growing up alongside tech can be savvy in their research, with questions like ‘is skincare good for 10 year olds’ and ‘is retinol bad for young skin’ receiving 140 and 260 monthly search volumes in Google, respectively. But the information that’s out there is confusing when brands promote conflicting content around who can or can’t use their products. It’s up to the brands, the influencers, and the parents to help younger girls understand the danger these products expose their skin to, and to help them find an alternative that still lets them feel involved.

How Foundation Can Help

At Foundation, we can help you market your brand to the audience who should see it. Through paid media, SEO, digital strategy and more, we’ll help you target the right people while staying aware of current societal conversations and trends.

Our digital marketers are specialists in marketing for the beauty industry. Get in touch with us today to find out how we can help your business.


Beauty and Sport Advertisement: First Encounters

On February 11th 2024, fans saw a first in Super bowl history. Until now, health and beauty ads have very rarely made appearances in the Super bowl half-time show. This year, there was not just one, but four that made the cut. E.L.F Cosmetics, NYX Professional Makeup, Dove, and CeraVe.

Since marketing began, where you place your advert has been just as important as the advert itself, ensuring it gets exposed to the right audience. So, why is it that traditionally female-centric health and beauty ads are now being shown in traditionally male-dominated spaces?

With streaming more common and popular than ever, general television advertisements are not as large a part of brand marketing campaigns as they once were; NYX’s Super bowl ad was actually the brand’s first TV advert in the company’s 25 years of existence.

This shift in the way that audiences consume television has led to there being three other main ways of advertising through TV: product placement, sponsorships, and advertisements for trapped audiences – such as the Super bowl half-time show.

The Taylor Swift Effect

In 2023, the Super bowl had a record number of viewers at 115.1 million. This year, it was even higher again – in 2024, 123.4 million people tuned in to watch the event.

The main theory behind the scale of this immediate growth is being coined the “Taylor Swift effect”. While female viewership of the NFL has been on the rise since 2017, Morning Consult reports that there’s been a rapid 11% increase in this figure between July and December 2023 alone, during which it was announced that Swift was now dating NFL player Travis Kelce.

In fact, a recent poll from LendingTree found that 13% of Americans were more interested in football because of Taylor Swift. Similarly, a survey from Similarweb found that 20% of respondents cited Taylor Swift and Travis Kelce’s relationship as a reason for tuning in to the Super bowl this year.

The shift in demographics has caused brands to follow suit. Yasmin Dastmalchi, general manager of NYX Professional Makeup, stated in an interview with The Business of Fashion, “We want to be where our community is. At the end of the day, there has been a shift in viewership [in] women watching sports, and [Taylor Swift] has played a key role in that”.

Formula 1 Academy

New channels and fields are becoming options for health and beauty advertising with this type of branching out. More women are now interested in the NFL, meaning traditionally feminine topics are becoming less taboo within the field, as demonstrated by this year’s Super bowl half-time ads.

On a similar vein, Charlotte Tilbury has announced its sponsorship of Formula 1 Academy, and is the first female-founded brand, and the first ever beauty brand, to do so. The partnership will highlight 15 young female drivers in the sport through 2024, and Lola Lovinfosse, 18, from France, will be driving the Charlotte Tilbury car itself.

Founded by Susie Wolff, F1 Academy has similar goals to Charlotte Tilbury as a brand, focused on empowering and encouraging young women to chase their dreams. The collaboration hopes to open up the sport even more to women globally.

Like the NFL, Formula 1 has a growing female audience. In fact, as of 2022, 40% of Formula 1 fans were female. Despite this, there have only ever been five female F1 drivers in history.

Formula 1 has gained even more traction in recent years, with a potential catalyst for this being the dramatisation of the sport in shows like Drive to Survive, much like how Taylor Swift’s involvement with Travis Kelce may have brought a larger viewership to the NFL. However, neither of these can be directly drawn as a cause-and-effect.

What Does This Mean for Health and Beauty Advertising?

Advertising in spaces like sports streaming is an ideal situation for any brand, exposing their advertisements to a pre-engaged audience who are guaranteed to see their campaign.

The NFL has been actively working to include more women in its fan base, so the increase of skincare ads in the halftime show is a win-win for the NFL and for the brands being advertised.

The aftermath of the show has been huge, with several of the brands’ adverts remaining in the limelight. CeraVe has even won an award for its Super bowl ad featuring Michael Cera, claiming him to be the founder of the company.

Health and beauty sponsorships have been rife in female athletics for a long time, with the likes of Gold Medal-winning U.S. hurdler Sydney McLaughlin-Levrone being a Neutrogena ambassador, and Glossier having a WNBA partnership.

Televised women’s sports have been increasingly popular, with a 131% viewership increase year-on-year. It also accounted for 15% of total sports viewed in 2022, compared to 10% in 2021. The popularity increase in women’s sports brings more female viewers into the world of sport, and with that is a whole new audience base for typically female-oriented brands.

Build Your Brand’s Strategy with Foundation

Whether it’s making sure your ads don’t clash with important events or simply being on top of the future trajectory of beauty advertising, Foundation can help you be reactive, and keep your advertising relevant.

At Foundation, our team of specialist beauty marketers are in the know on the latest trends and data, meaning we can help you construct a digital marketing strategy that keeps your brand relevant. We’ll start with your brand’s vision and goals, and build a plan from there.

Fill out our contact form to start working with us today.


Three Simple Mistakes to Avoid in Beauty Marketing

To create a strong digital marketing strategy for your beauty brand, every piece of the puzzle needs to be strong individually. This means knowing and avoiding the most common and most damaging mistakes that get made in each element of digital marketing.

It’s a delicate balancing act, but it’s important to get it right. Smaller brands, in particular, can’t afford to make mistakes when competing against industry giants. That’s where we come in.

At Foundation, we know what makes a successful beauty marketing strategy. Here, we’ll explain the three most common mistakes that get made in SEO, content, PR, and PPC, and what those mistakes could cost your business.

The Top Mistakes to Avoid in SEO Marketing

1. Neglecting Mobile

For most brands, mobile searches account for more than half of their site traffic, so you need to be sure you’re optimising for mobile as much as, if not more than, desktop.

This is incredibly important from a user experience perspective, but it’s also important in terms of SERP rankings. Google and other search engines are able to recognise whether a site is mobile-friendly, so your site will be penalised if it isn’t. 

The same goes for slow-loading pages, which are a common fault among neglected mobile sites. As with desktop sites, the more attention and TLC you give your mobile site, the more of an effect you’ll see.

2. Keyword Cannibalisation

It can be tempting to create multiple pages and blogs for one topic, cramming as many keywords as possible into each one. But quantity does not equal quality. 

You might actually be causing more damage to your site by doing this, as search engines can get confused by keyword stuffing. Make sure that each page on your site has a particular keyword focus to avoid cannibalisation. 

For example, if you’ve got a site page dedicated to an ingredient like niacinamide, avoid answering too many niacinamide-based questions on other pages, such as product pages where niacinamide is an ingredient. 

We know it’s tempting and seems like you could cover more content ground, but you’re better off instead linking to your niacinamide page. This lowers your risk of cannibalisation but also helps with internal linking and creates an opportunity to improve your click-through rate.

If your website has been around for a while, make sure to review it for existing copy on a topic before writing new or you could end up competing with yourself for valuable real estate on Google results pages.

3. Being Impatient

Patience is key when working in SEO. You’re unlikely to ever see drastic overnight changes in your rankings when you implement a new piece of content. Instead, set realistic expectations and examples with the help of a specialist team

When it comes to a proper SEO strategy, it can take a little while to see results. That’s why people tend to lose motivation, but it’s important to persist to reap the real rewards. 

If you are looking for instant results, you may like to consider paid advertising. However, be aware that PPC traffic tends to end up costing more than organic in the long-run.

Things to Avoid in Content Marketing

1. Skipping Meta Content

Meta descriptions, title tags, and alternative text to images are all vital, both for reader accessibility, helping click through rates and improve rankings on SERPs. 

While meta descriptions aren’t as vital for rankings as they once were, meta descriptions help with engagement, bounce rate and click through rates, which Google does consider an important part of its ranking criteria. Ensure that your meta content is within the character count, explains the page content for relevancy and has a call to action to entice a click. Don’t underestimate the bits of content that don’t necessarily get seen!

2. The Wrong Type of Content

There’s no point in creating content for the sake of ranking. After all, there is little benefit to ranking for an irrelevant topic that doesn’t link directly back to your brand. Of course, it’s good to rank, but if it isn’t relevant to your audience, it won’t perform well. 

This is because you’re unlikely to be seen as an authoritative voice on the topic, both by your audience and by Google’s EEAT guidelines, meaning your post is likely to be penalised in SERPs.

It’s easy, for example, to want to rank for makeup terms if you’re running a skincare brand. But, if your audience is searching for makeup terms, will they find what they need in the bulk of your site? If the answer is no, reconsider whether you should be writing about it.

3. Being Inconsistent

An inconsistent pace of uploading makes your brand look like it’s lacking structure. Blog posts should be uploaded at equal intervals, and newsletters published regularly and with a consistent layout. Planning out and then uploading content at regular intervals improves the trustworthiness of your brand.

You can also stay relevant by upcycling old blog content so your previous posts don’t show up as outdated. Updating your audience regularly on the latest news is also a great way to re-engage with your audience and create a thriving back-and-forth conversation; link your social media to your website where possible to encourage that sense of regular community. 

Consider embedding an Instagram feed of tagged images on your site home page, showcasing skincare before-and-afters and product demonstrations – it’s important to make all content on the site as relevant and recent as possible.

Common Mistakes in PR Beauty Marketing

1. Rushing a Story

It’s easy to be over-eager with a PR campaign and try to push the word out before the rest of your operations are ready for it. If you do this, the inconsistencies could reflect badly on your brand, and in extreme cases you could end up in hot water for incorrect advertising.

Make sure everything is in line before sending out a press release or contacting journalists. Spend time developing your brand internally first, so that when you start embracing the public you know exactly who and what you’re representing in your PR.

Read more: The Dos and Don’ts of Digital PR: Beauty and Wellness Edition

2. Only Targeting Big Media

It’s great to aim for big-name publications when you’re sending out your press releases, but it’s important to build up to them through smaller publishers. The big names aren’t going to validate your brand if you haven’t proven yourself yet to indie publishers, so it’s best to start small.

Instead of aiming straight for Cosmo and Vogue, consider presenting your story for publications like Polychrome and BUST magazine.

While high DR sites are important, the number of referring domains are too. A healthy mix of DRs and links from a variety of different sites is best.

3. Lack of Personalisation

Personalisation goes a long way when journalists receive so many regular requests. Generalising the reader can come across as clinical, and when journalists receive dozens, or even hundreds of emails in a day, yours needs to stand out.

Something as simple as using the recipient’s name at the start of the email, or having a more casual tone throughout, can set you apart.

What to Avoid in PPC

1. Only Targeting New Audiences

It’s great to try to spread the word about your brand and bring in new customers, but remember to give some love to your returning customers, too. This might be people who have bought from you before or people who have searched your brand’s name previously.

In fact, some of the best people to target are those who have visited your site before but have not completed their order at checkout. These customers already have your brand at the forefront of their minds, so a little extra push from your PPC team could well be enough to get them to convert.

2. Always Aiming to Outbid Your Competitors

Of course everyone wants their brand to rank in the top position on SERPs, but this position is elusive and hard to achieve. While we’ll always aim to outrank your competitors, its unrealistic to expect to always outbid them, particularly for some of the top non-branded terms. 

Focusing on improving search impression share will actually be more impactful for your PPC strategy. The greater impression share you have, the more chances you have of getting the click.

3. Not Using Negative Keywords

Google negative keywords is a great way to fine-tune your audience. Essentially, it allows you to veto your brand appearing for certain search terms. For example, if you’re advertising a facemask product, you could enter words like ‘surgical’ and ‘Covid-19’ into your Google negative keywords to stop your page appearing for the wrong type of face mask.

This is an easy and effective way of finessing the context in which your brand is seen, giving you better control over your brand’s image and it stops wasting budget.

Working with Experts at Foundation

Your best option for a seamless, all-around campaign that doesn’t fall into any of the traps above is to employ a specialised digital marketing agency, like us at Foundation.We can work with you to create a digital strategy that complements your brand and integrates your KPIs. Get in touch with us today to find out how.


Half the population will face a cancer diagnosis in their lifetime, and right now the 28 billion pound beauty industry isn’t catering for them

When I was first diagnosed with aggressive Stage 3 Head & Neck cancer, in November 2021, my beauty and skincare regime wasn’t at the forefront of my mind. Despite being a beauty-obsessed Social Media Manager, I didn’t care how I looked – I just wanted to survive.

However, as I found myself spending more time in the clinical four walls of a hospital ward and as more circumstances spiralled out of my control, I found solace in the comforting ritual of my self-care routine.

Following an extremely invasive surgery on my neck, face and stomach– to remove the tumour and lymph nodes, a generous slather of my favourite Vaseline balm on my lips and a heap of cooling moisturiser on my cheeks and forehead, offered a moment of escape from my hospital bed.

With my skincare ritual featuring my favourite beauty shelf products I was grateful for the freedom I had to maintain some control over my life – however, when I started the next stage of my treatment plan, I discovered this isn’t always the case when you’re a cancer patient.

The Situation…

Chemotherapy drugs and radiation therapies cause severe changes to the skin, hair, and nails. When undergoing cancer treatment, every single product – from toothpaste and the toothbrush you use, to soap, moisturisers, shampoos, deodorants, and hairbrushes – requires a new, gentle approach. This means that cancer patients often must sacrifice their favourite beauty products, because they’re just not suitable anymore.

At Foundation, we have seen a rise in brands competing for ‘cancer-friendly skincare’ and similar terms, including a 350% increase YoY for ‘best skin care products for chemo patients’.

It’s not just beauty products either. From my experience, people going through cancer are, on the whole, overlooked by the mainstream beauty industry. Beauty therapists just aren’t equipped to help those affected by cancer and salons and spas aren’t willing to venture into what they see as the unknown. Despite the fact beauty treatments can massively boost a sense of wellbeing for patients, Vogue reported that “97% of UK spas refuse to treat patients with cancer” due to lack of knowledge and fear of liability.

The market: how brands and organisations are providing hope and new solutions

The C-List is the first ever beauty platform created for people experiencing cancer. It’s the one-stop-shop filled with trusted and recommended beauty products that are gentler on skin. It offers everything from make-up and skincare to hair and nails, plus toiletries, home fragrance and bath and body. The beautiful thing about the C-List is you’ll find some world-renowned brands like Elizabeth Arden and (my personal favourite) La Roche Posay, as well as smaller (but equally amazing) brands such as Lola’s Lashes and Marie Reynolds.

Lisa Potter-Dixon, co-founder of the C-List says, “a lot of brands were petrified to get involved to begin with. Brands have a lot of hoops to jump through when it comes to sustainability, science, and being vegan or cruelty free. Cancer isn’t at the forefront of their minds, which is what we’re hoping to change”.

Making moves in the spa industry is industry leader, Sue Harmsworth MBE – founder of ESPA, who in 2020, launched SATCC (Standards Authority for Training and Cancer Care). The initiative sets out to bring together everyone working towards making the spa industry more accessible for anyone living with, being treated for, or recovering from cancer.

The SATCC says – “With one in two people expected to experience some form of cancer in their lifetime, providing safe and inclusive spa treatments to those suffering with the disease is a more pressing requirement than ever. Recent changes in medical thinking and pioneering initiatives mean that treatments including massages and facials can now be approached without previous concerns to provide welcome benefits to clients, with the correct level of training for therapists.”


At Foundation, we recognise that brands have the opportunity to use their marketing to speak to this substantial market effectively.

Brands have the opportunity to do better:

Raise awareness of products that are already suitable for cancer patients. Do the research, find out if your current products are suitable, check with the specialists, and then make it obvious. This will make cancer patients feel seen and catered for. We’re too pre-occupied to search for products that are suitable, so do the leg work for us.

Include us in your marketing to make us feel included and valued as customers, 365 days a year, not just when there’s a national awareness day. Making your audience feel seen will win you favourability over your competitors.

Cancer skin isn’t talked about online, on YouTube, Instagram, or even TikTok. It’s not even spoken about in the real world. For someone who is newly diagnosed, with little resources in the first place, they’ll turn to Google. But Google ‘cancer skin’ or ‘cancer-friendly skincare’ and you’ll wonder the same question I’ve asked myself – where’s the skincare content for cancer patients, compared to the countless articles that’d come up if I searched for ‘how to get rid of blackheads’ or ‘best vitamin C serum’?

Moving forward

We know this requires a collaborative effort between oncologists, GPs and the beauty industry, however, our take is that the responsibility also lies with brands, as they should prioritise creating a cancer-inclusive offering, so no client or customer gets turned away.

How can we help?

At Foundation, our team of content writers can identify the top searched for keywords and phrases and help create content that both serves you as a brand but also provides relevant, insightful content for patients looking for more information and support.

For more information, please get in touch.


The Advantages of Working with Specialist Marketing Agencies

In the ever-evolving landscape of the beauty industry, standing out requires more than just exceptional products – it needs a strategic and targeted approach to marketing. As your beauty brand strives for prominence and connection with consumers, partnering with a specialised marketing agency is the best way to get started.

When it comes to choosing between specialist vs general marketing agencies, you’ll find several benefits with the former. So, what are these benefits, and how can you best utilise them for your business and brand?

Why Work with a Specialist Marketing Agency?

Specialist Knowledge

Perhaps the most obvious benefit to partnering with a specialist marketing agency is that they’ll have specialist knowledge about your industry. As specialists in the beauty industry, for example, we at Foundation have a nuanced understanding of market trends and consumer behaviour, as well as up-to-date knowledge of your competitors.

By working with a specialist marketing agency, you can reap the rewards of this knowledge and passion, and rest assured knowing you’ll be working with experts in your business’s specialist field day in and day out.

Access to Specialist Tools

If an agency specialises in a particular industry, they’ll have more budget to spend on specialist tools for that industry. This is due to less time and money being spent on trying out multiple tools for trial and error – they know what tools work best, and how to use them.

A specialist agency will use specialist tools to stay in the know about the niche details of your field, allowing them to track beauty-related terms and trends, see some of these platforms below. The teams working on your account will have the contextual knowledge, and access to specific software, and platforms to improve your online presence.

Adaptability to Trends

By working in the same industry as you, tailored agencies will be much more tuned in to the news and trends your industry witnesses. Whether it’s a new social media platform, or an untapped trend in content marketing, these kinds of agencies are likely to know about it first.

We, for example, understand the fast-paced nature of the beauty industry, so we recognise the need to adapt and evolve with changing trends at a fast speed. We stay well-equipped to be ahead of the curve by continuously monitoring industry changes, whether that’s your competitors’ websites or troublesome algorithms, with tools such as:

  • Spate NYC
  • WGSN
  • British Beauty Council
  • Being members of CEW (Cosmetic Executive Women)
  • GWI (Global Web Index), focusing solely on beauty and wellness audiences

…to name just a few!

Familiarity with Best Practices

As people who work exclusively within one industry, your specialist agency will be fully up to speed on what works best within that space. From approaching your marketing strategy, to knowledge around what may resonates best with your audience, a specialised agency will undoubtedly have a leg-up over a more generalised one.

Here at Foundation, we live and breathe the beauty and wellness consumer, how different demographic from ages to occupation, impacts how they discover new brands, search for new products and the levels of research they put into choosing a product online before buying.

This deep level of understanding your consumer will not only help you streamline your digital strategy, but it’ll help you and your business evolve with the industry and perform with relevancy.

Regulation Adherence

A specialised agency will be completely in the loop about the laws and regulations of your specific industry. This makes communication easier between you and your marketing agency – you won’t need to explain your way through certain opportunities and limitations because of industry regulations. In fact, it’s entirely the opposite – your agency should be able to help you spot them.

You can see just how much we know about regulations in the industry in our blog post, ‘Navigating Marketing Regulations in the Beauty Industry’.

Strong Track Record

To be a trusted specialist marketing agency, you need to have the results to prove you know what you’re doing. By choosing a team with a history of delivering results in the beauty sector, you know they’ll provide the same for you.

A beauty-specific marketing agency can set realistic, industry-specific KPIs. They can accurately benchmark your business against your competitors by having a thorough understanding of the industry at large, as well as from their own past results.

Case Study: Benefit Cosmetics

Benefit Cosmetics products

Benefit Cosmetics chose us to improve their ROI and CPA figures with our PPC services. We took a deep-dive into their ads to find out what was working, what wasn’t, and what needed to be done to get them performing at their best.

As an industry-specific agency, our team already had the knowledge of the beauty industry going into our relationship with Benefit. This meant that far more time (and budget) could go into the specifics of what Benefit needed from us, rather than familiarising ourselves with background information.

At the end of the two-year project, we achieved a 525% ROI. Read the whole case study on what we achieved with Benefit, here.

Streamline Your Marketing Technique with Foundation

When it comes to digital marketing, there are plenty of perks to working with a specialist agency over a generic one. From having a thorough understanding of the industry to simply understanding you as a client, the whole digital marketing process can be streamlined when both parties are always on the same page, with the same specialist knowledge.

At Foundation, we specialise in beauty marketing. Whether it’s our SEO experts helping you with a site audit or our digital strategists helping you create a whole new marketing approach, find out how we can help you by getting in touch.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

This field is for validation purposes and should be left unchanged.

To download the white paper, please enter your email address:

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.