The secret of effectiveness

INSIDE beauty asked market research and communications insiders about the most important trends. In this interview, Judith Barbolini reveals what we should look out for this year.

In the current situation of the Ukraine war and the energy crisis, the outcome of which cannot be predicted, brands convey stability and confidence, thus becoming a psychological support for people.

Despite the Corona crisis, the opportunities for brands are greater than ever. "They are one of the main suppliers of new role models, ideas and innovative solutions. They give consumers inspiration," says Judith Behmer. She was a guest at Screenforce's 2nd Expert Forum 2020, "Economy, Consumer Climate and Marketing: How Corona Will Determine Our Future." How marketing is adapting to the "New Normal"...

Podcasts can create high levels of engagement and loyalty among their users, as well as drive behavior change.

Heinz Grüne answers what influences the Corona crisis has had on the beverage industry and its brands, and what must now be done differently in terms of advertising.

Organic food is a growing success story. Germany is the largest organic market in Europe: annual growth rates are between 5-10 percent. However, the pioneer in organic food, the organic specialist trade, is not benefiting from growth to the same extent as the classic food retail trade (LEH).