How Brands Make Community More Than a Buzzword

Brands used to be able to turn first-time customers into repeat purchasers with discount codes or an invitation to an exclusive event. Now, to get shoppers to stick around, companies are often expected to bring consumers deeper into the brand’s ecosystem.

Faced with a saturated market and increased advertising costs, emerging digitally native beauty brands are hoping to drive sales — and profitability — from a robust roster of…