By Rebecca Stewart

Armed with a new global chief marketing officer in the form of ex-Bacardi and Unilever exec Caroline Hipperson, Holland & Barrett is putting transparency at the heart of its branding as it looks to cut through the noise in a world where wellness is facing a backlash.

Last week, writer Taffy Brodesser-Akner took on Gwyneth Paltrow’s wellness platform Goop in a scathing New York Times piece, raising fresh questions about the meaning of the movement and the legitimacy of its gurus.

Holland & Barrett is now facing the challenge of aligning itself with the more positive aspects of Read full story ›

Source: The Drum