If there is one thing I have learned in my time as a beauty editor, it is this: A great formula does not a successful beauty product make. It’s painful to admit, but believe me when I say that the secret to a successful beauty launch is rarely down to whether or not the product actually works. Once upon a time, the success of a beauty launch was dependent on huge advertising budgets and maybe just a little bit on how good the formula was. Now, however, things are even shallower. In a world where social media runs the game, aesthetics come first, and it is with that shift that my job as a beauty editor has also changed.
Whereas it was once the role of a beauty editor to spread the news and wax lyrical about new launches, now with the power of social media, the job of providing the beauty news bulletins has become defunct. Instead, in 2020, I like to think of it as my job to break through the social media hype blanket and lay it down straight because sometimes people just don’t want to pay £50 for a pretty face cream that doesn’t do the job. So while I must apologise for what was an incredibly long introduction, I beg that you keep all of this in mind as you read what I want to say next: Summer Fridays is without a doubt one of my most-loved skincare brands.
