Can beauty brands benefit from cultural intelligence?
Ask Pharrell Williams. He will certainly answer with a resounding yes. The American singer and popular culture icon launched a beauty line under his global brand Humanrace. Pharrell believes that the only way to market well is to create culture. Has Pharrell read Rethinking Luxury Fashion? We cannot tell for sure. It seems though that his brand showcases several of the principles developed in the book. For example, culture is created when thought leaders do things for people they don't know, when they bring to market products that push forward a greater philosophy that advances humans' wellbeing. Pharrell's beauty brand is good for the skin while it is also planet conscious and sustainable.