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Forbes
13 minutes ago
- Forbes
The $325 Skincare Serum Defying A Decade Of Beauty Trends
Dr. Barbara Sturm's Hyaluronic Serum Defies A Decade Of Beauty Trends Courtesy of Dr. Barbara Sturm Dr. Barbara Sturm's Hyaluronic Serum has achieved something quite remarkable: the cult skincare item is celebrating its 10th birthday this year and thriving in an industry where new products launch and disappear faster than TikTok trends. At $325 for 30ml, it doesn't exactly scream 'accessible', yet it has firmly remained one of the most coveted and bestselling serums throughout the past decade. Launched as an ampoule initially, the popular formula was later introduced as the Hyaluronic Serum in 2015. The beauty landscape looked vastly different then: social media wasn't where one'd get skincare tips from, K-beauty hadn't yet conquered Western markets, and the idea of spending over $300 on a single serum seemed almost absurd to most. ''I wanted something that mimicked what we could inject into the deeper layers of the skin — but in a form you could also apply topically,' Sturm recalls. 'There was no Hyaluronic Serum on the market at the time... so I created it.' In fact, no one had even heard about the active ingredient — hyaluronic acid — before, so she often had to explain what it was, why it mattered and how it worked. Fast forward to 2025, the beauty industry has exploded into a $600 billion global market, the DTC boom has brought us everything from $20 hyaluronic acid serums to personalized skincare protocols generated by either real practitioners or AI, and countless products can be found in Space NK or Sephora promising similar benefits, often at a fraction of Sturm's price point. Yet despite this fierce competition and economic pressures that have made consumers increasingly price-conscious, Sturm's original formula continues to command premium prices and unwavering loyalty. Dr. Barbara Sturm's Summer Kit 2025, including the brand's bestselling Hyaluronic Serum that turns 10 this year Courtesy of Dr. Barbara Sturm 'Not all hyaluronic acid is created equal,' says Sturm, noting that now she focuses more on helping people understand quality: '...the importance of different molecular weights, the formulation around it — all of that determines how well it works and how your skin responds.' While most beauty companies chase seasonal trends or upgrades, Sturm does it differently. Dr. Barbara Sturm as a brand doesn't reformulates for the sake of generating buzz or creates limited editions to drive urgency. 'The truth is the Hyaluronic Serum hasn't changed in any significant way [from a decade ago],' Sturm says. She has maintained her 'white t-shirt' philosophy and says the serum is 'foundational — something every skin type needs, every day.' That consistency has proven to be both a strength and a testament to the original formulation's quality. In a recent consumer study, 96% of participants agreed it was 'the best serum they have ever used'. The clinical results released to mark the serum's 10th anniversary reiterate the reason behind the product's lasting power: a 23% reduction in fine lines, 28% improvement in hydration, and 43% boost in skin vitality. The serum's resilience also reflects broader changes in consumer behavior that have emerged over the past decade. The rise of 'skinimalism' and the shift toward investing in fewer, higher-quality products has played directly into Sturm's philosophy. While 10-step routines had their moments back in the early 2010s, today's consumers are increasingly seeking products that deliver multiple benefits in a single step. Dr. Barbara Sturm's recent Anti-Inflammatory Haus townhouse takeover in New York City Neil Rasmus/ Katie Holmes with Dr. Barbara Sturm at the Anti-Inflammatory Haus townhouse takeover in New York City Neil Rasmus/ Consumers' ever-rising expectations around transparency and education also contributed to the brand's stable growth in popularity. Sturm's medical background — she's an orthopaedic surgeon who developed innovative treatments for inflammatory conditions before entering skincare — has become increasingly valuable as consumers demand more scientific integrity from their beauty brands. Her recent Anti-Inflammatory Haus townhouse takeover in New York City, featuring expert-led panels and scientific workshops, shows the brand's consistent strategy in education-driven marketing. When asked what's next for herself and her brand, Sturm hints at 'something very exciting' coming this fall, though she remains focused on long-term innovation rather than quick wins. 'As a doctor, I'm constantly collaborating with leading scientists around the world to find new ways to improve health and longevity at every level,' she explains. In a market obsessed with the next big thing, sometimes the most disruptive approach is simply creating something that 'works' — and then having the discipline not to mess with it. As beauty brands continue to launch and fold at speed, Sturm's serum stands as a quiet testament to the power of staying the course, even when that course comes with a $325 price tag.
Forbes
15 minutes ago
- Forbes
Micro‑Moments And Nano‑Creativity: An Influencer Marketing Playbook
Sergi Cerrato is a Spanish lawyer and CEO of MCR-Agency, a leading gaming influencer marketing firm. When I launched my first influencer campaign for a boutique brand, I assumed I needed big influencers because it looked glamorous on paper, but I didn't see the results the brand wanted. Engagement was flat, and conversions were nearly zero. Then, an unplanned shift occurred as a nano-influencer with 4,500 followers attended our soft launch and posted an honest Reel from their perspective. Within hours, foot traffic and online chatter began. It wasn't just exposure; it was a context-driven approach. That event led me to double down on micro-moments. This kind of unexpected, real-time, culturally focused content ultimately draws people in. And yes, these moments, created by nano‑ and micro-creators, are your brand's most potent strategy for brand trust, resonance and visible impact. Creator Authenticity Multiplies ROI Micro-moments are fleeting, context-rich interactions, such as when someone discovers your brand in real life and shares it authentically. The beauty of these moments is how they humanize your brand. So, think less broadcast, more friendship. Nano-influencers (1,000 to 10,000 followers) and micro-influencers (10,000 to 50,000 followers) specialize in micro-moments because they have lived the experience. They're not pitching; they're only inviting you to join their world. Campaigns that blend micro-moments and nano- and micro-creators often exceed the ROI of single macro-influencer strategies. Data shows that engagement rates tend to decline as follower count increases. An analysis of over 17,000 influencer marketing campaigns reveals that nano- and micro-influencers delivered engagement rates of 2.71% and 1.81%, respectively, compared to mid-tier influencers' 1.24%. This reinforces the growing value of nano- and micro-influencers, whose smaller, more connected audiences consistently drive high interaction rates. A Step-By-Step Tactical Playbook For Brands • Scout smartly. Use tools, such as influencer discovery platforms or social listening software, to identify creators who are already active in your niche or region. Prioritize those who attend pop-up events, product launches or community-driven moments, as this is where authentic, shareable content tends to occur. • Leave space for creators' creativity. Instead of handing influencers a rigid script, provide them with a creative brief that outlines the product benefits, tone of voice and core message, but allow them to tell the story in their own way. That freedom usually results in content that feels more natural and engaging. • Track engagement precisely. Don't rely on guesswork. Use UTM links (trackable URLs), promotion codes and even geofencing (targeting based on location) to measure exactly where traffic and sales are coming from. This helps prove ROI and optimize future campaigns. • Scale strategically across two tiers. Think of influencers in tiers: nano (1,000 to 10,000 followers) for authentic and lasting engagement, and micro (10,000 to 50,000 followers) for niche relevance and targeted reach. Combining these two tiers allows you to achieve the best of both worlds, including relevance, reach and resonance. • Stay compliant and transparent. Always follow Federal Trade Commission (or local) guidelines, and make sure influencers clearly label posts as ads or partnerships. Transparency not only boosts trust with audiences but also safeguards your brand from potential legal risks. Wrapping Up Nano- and micro-influencers are no longer just content creators; they're community builders who engage micro-communities. In today's crowded digital space, your brand's next campaign doesn't need a more expansive reach; it needs relevance. Micro-moments, powered by nano- and micro-creators, deliver the kind of authenticity that cuts through the noise, builds trust and drives results in real time. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
15 minutes ago
- Forbes
Why Global Data Is The Next Competitive Advantage For Business Leaders
Geoff Michener is the CEO of dataplor, a startup focused on helping companies succeed abroad through high-quality geospatial data. The world is interconnected, unpredictable and constantly moving. That means your decisions, whether regarding growth, risk, hiring or expansion, can no longer rely solely on a local lens. You need a global one. But here's the issue: Many companies still base their strategy on data that only tells part of the story. Most data infrastructures were built for a world that doesn't exist anymore. If you're only seeing what's happening in one country or market, you're missing opportunities and exposing your company to unnecessary risk. Let's talk about why global data is now essential, how to operationalize it and what steps you can take to build a more innovative strategy. Local Data Isn't Enough Most business leaders already understand that markets are interconnected, but we need to apply that same mindset to how data is collected, integrated and used. Too many companies are making global decisions using data built for a local world. Teams rely on fragmented regional inputs or U.S.-centric benchmarks to drive strategy, despite operating in supply chains, markets and risk environments that span the globe. This creates a dangerous gap between what leaders know versus what they act on. When your data infrastructure doesn't reflect the complexity of your business, it becomes much harder to see shifts coming or make confident moves into new markets. The companies pulling ahead right now are those that treat global data as a strategic input at every level. They're using it to anticipate regulatory changes, track shifts in customer behavior and localize their approach with precision. They're not just aware of global dynamics; they're wired for them. Turning Global Data Into Better Strategy Understanding the value of global data is one thing. Building it into your decision-making process is another. Here's how leaders are doing it well: Many companies are structured so that teams operate independently by market or region. That structure makes sense for execution, but it often leads to missed signals. Leaders need to create clear pathways for sharing insights between markets. If your teams in Asia are seeing signs of a slowdown or a spike in demand, your U.S. or EMEA teams should know immediately. Not all data is created equal. Many teams get caught up in massive datasets that aren't useful. What matters is whether the data is verified, granular and timely. That means understanding not just what is happening, but where, when and why. For example, knowing a retail chain is growing isn't helpful unless you also know where those new stores are opening, what kind of foot traffic they're getting and how that compares to historical trends. If you're already using internal KPIs to drive forecasting and strategy, start enriching them with external inputs. This might include location intelligence, weather patterns, local regulations or mobility trends. The key is to use data that reflects how the world is changing around your business, not just within it. Global data comes with global responsibility. Data privacy laws vary across countries, and compliance is a nonnegotiable requirement; therefore, you must implement robust data governance practices. This isn't just about avoiding trouble; it's about building long-term trust with customers, partners and regulators. Next Steps For Business Leaders So, where should you start? Here are four actions you can take right now: • Audit your gaps. What countries, regions or sectors are currently missing from your data view? Start with a gap analysis. • Build globally minded analysts. Start by training existing analysts on international best practices, then hire talent with deep market knowledge and sharp data instincts. • Develop a global data strategy. Ensure your approach aligns with your company's goals and isn't just a one-time project. • Benchmark your practices. Look at how companies in your industry are using global data. If you're behind, that's a signal. If you're ahead, make it a competitive advantage. We're operating in a world where data has the power to rapidly shift business strategy, but if your company isn't tuned into the right signals in the right places, that power goes unused. Business leaders today have a choice: Continue operating on outdated assumptions, or lead with a full view of the world. The companies that win over the next decade will be the ones who see farther, move faster and build strategy with the full global picture in mind. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
