Key Takeaways: Celebrity nostalgia and festive storytelling dominated beauty marketing this month.Inclusivity and authenticity took center stage in casting and partnerships, while controversy stacked in online.Experiential, immersive activations redefined luxury brand engagement.October saw beauty marketing reach new creative heights as brands leaned into emotion, nostalgia, and immersive storytelling. Sephora dominated the season with a pair of major collaborations, enlisting Mariah Carey for a festive “It’s Time!” holiday campaign and partnering with the Radio City Rockettes for a first-of-its-kind cultural tie-in. Tower28 took authenticity to new levels with a New York Times casting call seeking real “sensitive faces,” while Kylie Cosmetics marked its 10th anniversary with a throwback King Kylie Collection that bridged past and present.This month’s marketing campaigns have been filled with controversy. Kylie Cosmetics and Sephora’s recent ads have been branded as tone deaf by the US consumers. This month is an example of how brands need to thoroughly understand the current political and cultural climate before publsihing. Meanwhile, LOEWE delivered sensory luxury with its bubble-inspired Perfumery Lab pop-up during Frieze London, positioning fragrance as both art and experience. Together, these campaigns reflected beauty’s ongoing shift toward storytelling that connects emotionally, inclusively, and experientially.Here is what caught the BeautyMatter editorial team’s eye last month …