How can a legacy beauty brand stay relevant? By pulling out all the stops and “letting digital drive.” Borghese’s relaunch kicked off with the campaign #ShamelesslyBorghese and now they have #OutForMud, which is full of influencers like Grace Atwood hyping up their mud masks to compete with the likes of GLAMGLOW. The 60-year-old brand is also hosting pop-ups to add experiential marketing to their digital push. The company’s VP of sales explained, “Before our relaunch, our customer was 45 or older…What we didn’t have were younger millennials.” (Glossy)
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