Thursday 19 November 2026

Stop Chasing Trends. Start Creating Culture.

In beauty, content never stops. Every day brings new product launches, viral trends, tutorials, and creators competing for the same attention. Simply keeping up is no longer enough. Beauty brands & retailers often believe they’re competing against other beauty brands. They’re not. They’re competing with everything else people could be watching. In this session, Klara Wängemar shares how KICKS redefined its social content strategy through Beauty Beyond Products, creating original entertainment that people actively choose to watch. You’ll get an inside look at the strategy behind Sweden’s Next Makeup Star and learn how an owned entertainment format helped KICKS build deeper community engagement, strengthen creator and brand partnerships, and create new retail media opportunities. Discover why the brands that stand out aren’t the ones creating the most content, they’re the ones creating the content people actually choose to spend time with.