Scott Galloway: Vloggers Outshine Celebrities
A clear winner in a digital age: Smashbox. Ending print advertising hasn’t held back the Estée Lauder-owned beauty firm. To the contrary, Smashbox grew double digits this year, making it the second fastest-growing brand in Estée Lauder’s portfolio after Tom Ford. The brand’s innovative digital effort includes projecting images submitted by social media users on billboards during Oscar Week, in addition to opening up their studios to vloggers. The resulting #MadeAtSmashbox playlist has over eight million views on YouTube.
In the digital arena, celebrities are fast becoming the losers. Beauty v…
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