Smaller beauty brands are appealing to Millennial women, and social media strategy is giving them “an edge.” New research from Kline & Co.

Smaller beauty brands are appealing to Millennial women, and social media strategy is giving them “an edge.” New research from Kline & Co. found that beauty brands like Tarte, Too Faced, and E.L.F. Cosmetics who have mastered social media platforms and found ways to personalize products “are registering double and sometimes triple-digit sales gains.” Young consumers are looking for “more innovative brands that address specific concerns,” and those brands that use social beauty influencers create “a more intimate relationship with the brand.” (MediaPost)