Thursday evening, as the Fragrance Foundation’s event celebrating the 2019 Notables (rising professionals in the industry) came to an end, president Linda G Levy announced the new digital magazine, saying that “This year going forward, we are going to be laser-focused on expanding communication and talking directly to the consumer.” (Read more about this year’s class of Fragrance Foundation Notables here on Cosmetics Design.)
Content strategy
The first issue of Accords includes an interview with John Demsey, group executive president at Estée Lauder Companies, about the year ahead in fragrance; an essay by perfumer Olivier Cresp; a question and answer piece featuring perfumer Carlos Benaim; and a piece called The Inside Scoop, a sort of letter from Levy on the group’s plans for the publication.
Accords is edited by April Long, who The Fragrance Foundation describes as “a Brooklyn-based writer and editor,” adding that, “She is currently the beauty director at Town & Country, and was previously beauty director at ELLE. Her work has also appeared in Vogue, Marie Claire, Cosmopolitan, New Beauty and Women’s Health.”
Consumer engagement
Professional associations in the cosmetics, personal care, and fragrance industries have conventionally been dedicated to supporting and advancing professionals within the business community. Some are heavily invested in regulatory issues, others on a particular function of the industry, or on networking and resource sharing.
But digital media has made a broader conversation possible and more individuals and groups inside the industry are reaching out to consumers directly. Cosmetics chemists, makeup artists, and brand leaders are competing for social media clout with influencers, others are launching brands to educate consumers in an a truly experiential way (Chemist Confessions is a good example here). And savvy professional groups and event producers are expanding their content and programming to welcome consumers.
For instance at the 2018 PCPC annual meeting, that organization spoke directly with beauty editors, asking them to help communicate with consumers about the science and safety of personal care.
Now, The Fragrance Foundation’s Accords digital magazine is another opportunity for industry insiders to share their stories, connect with consumers, and start a conversation about scent that will resonate well beyond any closed-door meeting or members-only event. Accords is online here.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.
