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  • When a Founder’s Controversy Hurts the Brand: KVD Beauty

    By: Gianna Blawas – April 4th, 2026

    The beauty industry is all about trust. People don’t just buy makeup, they buy into a brand’s image, values, and identity. That’s why when a brand faces an ethical controversy, it can seriously impact how customers feel and whether they continue supporting it. A great example of this is Kat Von D Beauty, now known as KVD Beauty.

    What Happened?

    Kat Von D Beauty was originally known for being vegan, cruelty-free, and bold in its branding. It had a loyal customer base that really connected with those values. But things took a turn when founder Kat Von D shared controversial anti-vaccination views online in 2018.

    This immediately caused backlash. People weren’t just upset, they were disappointed. On top of that, past allegations connected to offensive imagery resurfaced, which made things even worse. Even though these issues were tied to the founder personally, consumers started associating those beliefs with the brand itself.

    How It Affected Consumers

    This situation had a huge impact on how people saw the brand. A lot of customers who once supported the company, especially those who care about ethics and social responsibility, started pulling away.

    Social media made everything spread even faster. Negative comments, boycotts, and criticism quickly went viral. Instead of promoting products, people were talking about the controversy. That shift in conversation really hurt engagement and brand loyalty.

    The Outcome

    The damage was serious enough that in 2020, Kat Von D stepped away from the company. The brand was rebranded as KVD Beauty and is now owned by Kendo Holdings.

    The goal of the rebrand was to separate the company from the controversy and rebuild trust. While the brand still exists today, it had to work hard to repair its image and reconnect with consumers.

    What Could They Have Done Better?

    Looking back, there are a few things the brand could have done differently:

    • Respond faster: A quick, clear statement could have helped control the narrative early
    • Separate the brand from the founder: The company relied too heavily on one person’s identity
    • Be more transparent: Addressing concerns openly builds trust, even during controversy

    If the brand had taken these steps earlier, it might have reduced the backlash and kept more loyal customers.

    Final Thoughts

    The situation with KVD Beauty shows how quickly things can change in the beauty industry. Even if products are high quality, ethical concerns can completely shift consumer perception.

    At the end of the day, people want to support brands they feel good about. If trust is broken, it’s not always easy to win it back.

    References

    • BBC News. (2018). Kat Von D sparks backlash over anti-vaccination views.
    • Business of Fashion. (2020). KVD Beauty rebrands after Kat Von D exits.
    • Forbes. (2020). Celebrity brands and reputational risk.

  • The Future of Digital Advertising: Three Trends Shaping the Next Five Years

    Written by Gianna Blawas – 11 October 2025

    The digital advertising landscape is evolving faster than ever, driven by innovation, data, and changing consumer expectations. Over the next five years, three major developments—AI-driven personalization, immersive advertising through AR/VR, and the rise of privacy-first marketing—will have the most significant impact on how brands connect with audiences.

    AI-Driven Personalization:

    Artificial intelligence is transforming how advertisers analyze consumer behavior and deliver personalized content in real time. According to Forbes (2024), 80% of marketers who use AI for personalization see improved engagement and customer retention. AI tools can predict purchasing intent, optimize ad placements, and generate tailored creative assets automatically. Google’s Performance Max campaigns and Meta’s Advantage+ platform already use AI to automate targeting and creative decisions, proving its growing influence. As algorithms become more sophisticated, brands will reach the right consumers with the right message at the right moment.

    Immersive Advertising Through AR and VR:

    Augmented and virtual reality are revolutionizing digital storytelling, offering users interactive, memorable brand experiences. Statista projects the AR advertising market will surpass $10 billion by 2028, showing advertisers’ growing confidence in immersive media. Platforms like Snapchat and TikTok have popularized AR filters, while brands such as Nike and Sephora use virtual try-ons to boost engagement and conversion. According to Harvard Business Review, immersive ads can increase brand recall by up to 70% compared to traditional formats. As devices like Apple’s Vision Pro and Meta Quest expand accessibility, immersive ads will become a mainstream marketing strategy.

    Privacy-First Marketing and First-Party Data:

    With Google phasing out third-party cookies and stricter regulations like the GDPR and CCPA, advertisers are shifting toward privacy-first strategies built on transparency and trust. Deloitte Insights (2023) found that 61% of consumers are more likely to buy from brands that protect their data. This trend is fueling investments in first-party data collection, contextual targeting, and consent-based advertising. Companies like Amazon and Apple are setting new standards for responsible data use, showing that privacy and personalization can coexist.

    Conclusion:

    AI-driven personalization, immersive ad experiences, and privacy-first marketing will define the future of digital advertising. Brands that adapt to these shifts—embracing technology while maintaining consumer trust—will be best positioned to thrive in the next era of digital engagement.

    References:

    Alkilkhanov, A. (2024, January 5). Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2024/01/05/ai-and-personalization-in-marketing/

    Chandukala, S. (2022, March 29). How augmented reality can — and can’t — Help your brand. Harvard Business Review. https://hbr.org/2022/03/how-augmented-reality-can-and-cant-help-your-brand?

    Deloitte Digital. (2024, October 6). First-party data is key in a new era for digital advertising. Deloitte Insights. https://www.deloittedigital.com/nl/en/insights/perspective/first-party-data-is-key-for-digital-advertising.html

    Deloitte. (2024, December 2). New Deloitte survey: Increasing consumer privacy and security concerns in the generative AI era – Press release. https://www.deloitte.com/us/en/about/press-

  • Concluding Findings and Limitations for Nike’s FlyWeb Tempo

    By: Gianna Blawas – Friday, August 8, 2025

    The market research conducted for Nike’s proposed FlyWeb Tempo, a premium female athletic running top, directly supports the organization’s objectives of innovation, consumer engagement, and global brand leadership in women’s athletic wear. Nike has consistently emphasized empowering female athletes with performance-focused, stylish apparel. My research—incorporating competitor analysis, consumer surveys, and trend tracking—indicates a growing demand for high-performance, sustainable, and aesthetically appealing women’s activewear. This aligns with Nike’s strategic focus on blending innovation with consumer needs while fostering brand loyalty in a competitive market.

    From a consumer behavior perspective, survey responses show that women prioritize breathability, sweat-wicking capabilities, and durability, but also expect products to be fashionable and versatile enough for both athletic and casual wear. These findings mirror Nike’s broader goal of merging performance and lifestyle. The FlyWeb Tempo’s unique design—lightweight mesh ventilation zones, adaptive stretch fabric, and integrated storage for small essentials—was informed by these preferences. This research not only confirms market demand but positions the FlyWeb Tempo to address an underserved segment: high-performance running tops tailored to women’s specific anatomical and aesthetic needs.

    Industry Trends and Implications
    Current industry trends emphasize sustainability, technology integration, and personalized fit. Many competitors, such as Lululemon and Adidas, are expanding eco-conscious product lines using recycled fabrics and waterless dyeing processes. Consumers, especially in the 18–34 demographic, increasingly choose brands that reflect their environmental values. Future trends suggest growth in smart apparel—garments with integrated sensors for performance tracking—and the use of AI-driven personalization for size and style recommendations.

    For Nike, these trends present both opportunities and pressures. Sustainability-focused consumers may expect the FlyWeb Tempo to incorporate recycled materials and low-impact manufacturing. The implications of ignoring this could result in competitive disadvantage, especially as consumers shift loyalty toward brands seen as environmentally responsible. Conversely, integrating technology or smart fabric options in future iterations of the FlyWeb Tempo could strengthen Nike’s image as an innovator and attract early adopters.

    Alignment with Legal, Ethical, and Industry Standards
    The proposed marketing strategy for the FlyWeb Tempo aligns closely with legal, ethical, and industry standards. Campaign messaging will follow Federal Trade Commission (FTC) guidelines on truthful advertising, ensuring performance claims (such as moisture-wicking efficiency) are backed by testing data. Ethically, the campaign will avoid unrealistic body image portrayals by featuring diverse athletes of different body types, races, and skill levels, reflecting Nike’s inclusion and diversity commitments.

    From an industry perspective, the strategy will leverage mobile and digital marketing while adhering to privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) for international audiences. Data collected from Nike Run Club app users for targeted promotions will be gathered only with explicit consent, and opt-out options will be easily accessible. Additionally, the campaign will meet industry best practices by balancing personalization with respect for consumer privacy, avoiding manipulative or intrusive tactics.

    Limitations in Market Proposal Development
    While the research foundation for the FlyWeb Tempo is strong, several limitations emerged. First, secondary data on niche women’s running apparel performance metrics is limited, as much of the available research groups women’s products into broader “unisex” or general athletic wear categories. This gap required extrapolating from mixed-gender studies, which may overlook key differences in women’s fit preferences and performance needs.

    Conclusion
    The research conducted so far demonstrates strong alignment between Nike’s objectives and the FlyWeb Tempo’s market potential. Industry trends suggest that sustainability, technological innovation, and inclusivity will be key drivers of future growth, and Nike’s strategy for the FlyWeb Tempo positions it to capitalize on these shifts. The proposed marketing plan is legally compliant, ethically responsible, and aligned with industry standards, enhancing its potential for market acceptance.

    References

    Euromonitor. (n.d.). https://www.euromonitor.com

    (n.d.). McKinsey & Company. https://www.mckinsey.com

    (n.d.). Statista. https://www.statista.com

  • The Advantages of Mobile Phones and Tablets in Modern Marketing

    Gianna Blawas – July 13th, 2025

    In today’s digital age, mobile phones and tablets have revolutionized the way brands connect with consumers, offering powerful advantages over traditional marketing channels like print, TV, and radio. These portable devices have become essential marketing tools due to their ability to reach users in real time, foster personalized engagement, and drive immediate sales and conversions.

    One key advantage of mobile marketing is direct and instant access to consumers. With billions of users carrying smartphones, brands can send timely push notifications, SMS campaigns, or in-app promotions that grab attention wherever the user is. This immediacy increases product awareness and can lead consumers directly to the point of sale through app links, QR codes, or geo-targeted offers. For example, Starbucks uses location-based marketing to alert app users about nearby stores and personalized offers, driving both foot traffic and app purchases (Forbes, 2021).

    Another powerful benefit is dialogue-based marketing. Mobile platforms allow for two-way communication through interactive ads, surveys, and chatbots. Unlike traditional media, which is mostly one-directional, mobile marketing fosters real-time conversations that deepen engagement and build stronger customer relationships. Brands like Sephora have capitalized on this by integrating AI chat features in their app to recommend products and answer user queries instantly.

    Mobile devices also enable customer loyalty programs with ease and convenience. Apps can track purchases, offer rewards, and provide exclusive content, creating a sense of value and retention. For instance, the Nike App offers exclusive access to new product drops, training tips, and member-only discounts, making customers feel part of an elite community (Business Insider, 2022).

    However, mobile marketing does face several constraints, such as privacy concerns, screen size limitations, and ad fatigue. To overcome these, marketers should:

    • Prioritize opt-in strategies: Gain user consent before sending messages and make data privacy transparent.
    • Design for mobile-first: Create responsive, engaging content tailored for smaller screens.
    • Use frequency capping: Limit how often a user sees an ad to reduce burnout and increase effectiveness.

    In conclusion, mobile phones and tablets offer unmatched flexibility and interactivity in modern marketing. When used strategically, they not only drive sales but also enhance brand loyalty and customer engagement.

    References:

    Forbes. (2021). How Starbucks Brews a Perfect Digital Strategy With Mobile Apps. Retrieved from https://www.forbes.com

    Business Insider. (2022). Nike’s Digital Transformation and Direct-to-Consumer Strategy. Retrieved from https://www.businessinsider.com

  • Brand Rivalries and Consumer Behavior – Stanley Vs. Hydroflask

    Gianna Blawas – 1 April 2025 9:04am

    With the rising popularity of water bottles, a multitude of brands have become well known for their stainless steel water bottles. The most popular two are considered to be Stanley cups and Hydroflasks!

    How do traditional rivalry strategies compare to praising the competition in this situation? Let’s find out!

    Traditional Rivalry:

    Traditional rivalry tends to be pretty cutthroat. These strategies include competing for potential customers and competing for rival’s customers. According to Oregon State, “As new potential customers develop, rivals fight to win them and develop this potential pool of resources for their own. The challenge for organizations that are developing potential customers is to understand what is driving customers’ choice for which “pipe” to flow through. That is, what motivates their buying behavior? Their choices will be driven by competitors’ decisions and actions, especially marketing and sales activities, relative price, relative perceived performance of competing products, and mechanisms such as word of mouth reinforcing growth. Traditional rivalry tends to be pretty cutthroat. These strategies include competing for potential customers and competing for rival’s customers. Competitors battle to steal resources that have been developed and controlled by their rivals at the same time as they fight to prevent their own resources from being lured away. The rate at which customers choose to leave one firm for another reflects the comparison of price and benefits (value for money) between the rivals. This flow of customers between competing suppliers may, however, be moderated by switching costs.”

    Stanley and Hydroflask essentially produce the same product, but in different styles. They traditionally aim to compete through the latest aesthetics or trends in the styles of their water bottles.


    Competitor Praise:

    Consumers respond favorably to competitor praise because it brings a sense of compassion to a usually negative prerogative. Although I could not find research to support that Stanley and Hydroflask support each other, it is almost guaranteed that consumers would be intrigued by one of the two if they were to publicly praise each other in friendly competition.

    Competitor praise allows the consumer to see a side of a company that is human and kind-hearted. If companies always approach with a cutthroat marketing analogy, consumers will get annoyed at both competitors as a whole. This tactic ropes consumers in to purchasing the complementing competitor’s products because they feel they are supporting a company that matches their moral compass.

    Automatic Processing:

    How can automatic processing allow consumers to make quick judgements and purchasing decisions? Harvard Business Review states, “The term “frictionless commerce” is widely used to describe how digital technologies are blending product purchases seamlessly into consumers’ daily lives. In the ultimate manifestation of frictionless commerce, purchases will be automatically initiated on behalf of consumers (with their advance consent) using real-time, integrated data from known preferences, past behaviors, sensors, and other sources. Envision, for example, a “smart fridge” automatically ordering food items it senses are running low. That is not common yet, but ever since consumers were offered the option to shop online from home, rather than having to go to a store, technology has been rapidly removing friction from commerce.”

    Praising Competitors – Fail

    In what cases might praising competitors not work? If Stanley were to publicly praise Hydroflask for excellent designs or color ways, consumers might sway towards purchasing a Hydroflask. Stanley has to be careful how much compliment they put into their praise. These praises should be more vague; kind but vague.

    Resources:

    Harvard Business Review. (2018, May 25). How do consumers choose in a world of automated ordering? https://hbr.org/2018/05/how-do-consumers-choose-in-a-world-of-automated-ordering

    Harvard Business Review. (2022, March 24). Research: When praising the competition benefits your brand. https://hbr.org/2022/03/research-when-praising-the-competition-benefits-your-brand

    Oregon State University. (2019, June 15). Types of rivalry – Strategic management. Open Educational Resources – OERU, Oregon State University. https://open.oregonstate.education/strategicmanagement/chapter/6-types-of-rivalry/