What do we mean when we talk about branding?

“When we talk about branding, we’re no longer talking about logos or campaigns, because it’s no longer just about selling a product,” says Leyre Moreno, editor and lecturer on the Master’s in Fashion and Beauty Communication at Vogue College of Fashion. “The idea is to go further: to build a narrative that the client or consumer can identify with (and that evolves alongside them). A cosmetics brand may have products with excellent formulas and still remain invisible because it fails to connect with its audience.”

What does branding look like today?

In today’s communication landscape—especially when it comes to selling or promoting a product—it is essential for branding to be built on a strong narrative and a coherent style that reinforces the brand message. In other words, for consumers to engage with and ultimately buy a product, the message has to resonate with them. This wasn’t always the case, particularly before the rise of the internet.

“In the past, it was a much more closed system (sender–receiver): brands broadcast messages and audiences simply received them. But now audiences are highly informed—they understand terminology and can confidently talk about retinol, niacinamide, or peptides, for example. This has led to a shift in both the discourse and the way messages are received,” Moreno explains, drawing on her experience as former Beauty Director at Glamour. “We no longer just ask whether a product works; we ask: ‘What does consuming this product say about me?’”

Which brands are getting branding right?

“A great example would be Rhode, Hailey Bieber’s brand, which has built an imaginary world, an aesthetic, and a way of understanding skincare and makeup that strongly resonates with Gen Z,” the expert explains. However, if Moreno had to choose one brand, it would undoubtedly be Fenty Beauty.

“I don’t think it has the best products on the market, but it knew how to change the rules. Rihanna made diversity the core of her brand—not just a trend or a campaign.” While other brands such as M·A·C had previously offered a wide range of foundation shades, Fenty gave this approach real meaning. “Everyone identifies it as an inclusive brand that offers foundation for all skin types,” she concludes.

How does market saturation impact branding?

The fashion and beauty industry is saturated with products. According to the 2025 industry report presented by Stanpa, the cosmetics sector in Spain reached €11.8 billion in consumption (+5.8%).

“An enormous number of cosmetics are launched every year, making it increasingly difficult to stand out from the brands already on the market. That’s why storytelling and communication are so important,” Moreno explains.

What advice can students and those interested in branding follow?

Moreno admits she doesn’t have “a magic wand,” but she hopes that, amid so much innovation, authenticity will always prevail. That this remains the true heart of any brand’s identity—and of the products that genuinely succeed. She also emphasizes the value of expert insight and the importance of not following false information gurus.

“Honestly, I don’t like giving advice, but if I had to say something to my students, it would be to try to transcend fads and trends and develop their own perspective,” she says. “Curiosity is also essential in every aspect of life. Everything is connected, and the best ideas often emerge when we connect different disciplines. Beauty is not a hermetic industry, nor is fashion—it draws from many fields and areas of knowledge. What they read, hear, or see shapes how they interpret information.”

 

Do you want to become an expert in branding?

The Master’s in Fashion and Beauty Communication is designed to train professionals capable of understanding and building contemporary branding strategies, combining creative, cultural, and strategic vision in a constantly evolving sector.