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6 Min Read | The cosmetics and personal care industry is growing rapidly – Allied Market Research estimates the global cosmetics market will reach $429.8 billion in 2022, up from $62 billion in 2016. The industry continues to innovate and…
Continue reading8 Min Read | Travel retail has been at the top of the list of beauty sales channels that have suffered as a result of this year’s pandemic. In 2019, beauty sales within travel retail were up 30% — but…
Continue reading8 Min Read | As the most significant sales period for Western beauty markets, Christmas has long been marked on the calendar for beauty brands and consumers alike. But as Covid-19 continues to affect much of the world, and more…
Continue reading7 Min Read | In today’s age of glamour and contour, Halloween is becoming as significant as Christmas for both consumers, beauty brands and make-up artists alike. Since the time of ancient Celtic harvest festivals, particularly the Gaelic festival Samhain,…
Continue reading8 Min Read | Over the course of the last few months (and still continuing), consumer habits have shifted to online product discovery and purchasing. Digital platforms, including websites, apps and social media, have become increasingly essential for brands to…
Continue reading8 Min Read | Are QR codes part of your beauty brand’s e-commerce operations — or even part of your personal shopping habits? Your answer probably depends on where in the world you live and work. But this year’s global…
Continue reading8 Min Read | For some beauty businesses, maintaining sales during and after the global pandemic is a source of fear and frustration. But it doesn’t have to be that way. With all big world changes come new opportunities —…
Continue reading6 Min Read | In 2018 health scare in the UK, related to the seizure of fake cosmetics, has highlighted once again the ongoing battle that the cosmetics sector has with counterfeit products. The extent of counterfeit fragrances and makeup has…
Continue reading4 Min Read | The clean beauty movement continues to shape the industry as consumers become more vigilant with the ingredients contained in beauty products and search for what is considered to be more natural and organic. Nonetheless, more than…
Continue reading4 Min Read | (United Kingdom) The beauty industry has played an essential role during the pandemic by providing people with basic hygiene products and supporting their self-esteem. However, Covid-19 has prompted consumers to re-evaluate their beauty products and needs….
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I'm writing a bit about how brands differentiate themselves. Was wondering if anyone had any good examples. Big or small companies?
E.g Fenty by Rihanna. Major makeup brands neglected both the lightest and darkest skin tones. So Fenty positioned themselves as *beauty for all*. Diversity was the differentiator.
Thanks for any help.
Dollar Shave Club - Differentiator: the first subscription-based affordable shaving solution for everyone. Lush - Differentiator: bringing a natural beauty brand to the makeup industry as an authentic alternative to traditional products.
Nice Strategy
Versed - truly a pioneer in clean beauty with a mission to help with climate change. (Not only for marketing purposes)
Beautycounter - one of the first DTC clean beauty brands and is actively lobbying the US government to impose more stringent laws and regulations in the beauty industry
Nudestix - cruelty-free makeup brand where 100% of the skus come in stick or tube form for easy/foolproof application
