The Glossy Beauty Podcast · 2026-07-23 · 27 min
As competition in the beauty industry heats up, leaders are looking for new ways to stand out. “I've worked in beauty for 24 years now, and I don't think I've ever seen it more competitive than it is right now,” Amy Liu, CEO and founder of Tower28, told Glossy. “Maybe in five more years, I'll say that again. Who knows, right? But it feels like we are at a real peak right now, and a bubble of sorts.” In a lot of ways, the industry is moving away from speaking at consumers and leaning into a two-way dialogue - but what does that look like for out-of-home advertising? In June, Tower28 gave the industry one of its best examples: The company debuted a custom-made NYC billboard with a large button that spritzed passersby with its hero SOS Daily Skin Rescue Spray. The billboard was up for two weeks in June, located on Canal Street in SoHo. Developed with outdoor advertising agency MilkMoney, the billboard was a first-of-its-kind endeavor. “[The billboard] was very bespoke - and, actually, there were a lot of problems that ensued, which is normal anytime you do something that has never been done before,” Liu said.
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