In this session...
Iconic beauty brands, such as tarte, are leaning more than ever into strategic outreach to and support from digital communities, such as TikTok, to retain relevancy and modernity in the ever-evolving consumer landscape. Candace Craig Bulishak, President of Tarte Cosmetics, America’s #1 concealer brand, is continuing to put her iconic brand at the forefront of the beauty industry by focusing primarily on digital community initiatives. Tarte continuously forms key emotional relationships on-the-ground with real-life consumers through TikTok, most recently with their #teacherslovetarte and #BamaRush initiatives, reminding them why the brand has been around for over two decades.
