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8 Min Read | With the Coronavirus making it more difficult to distribute samples to physical stores, remote product sampling through media and digital platforms is gaining renewed attention as a way to create encounters and experiences with new products….
Continue reading8 Min Read | It’s no secret that consumer habits have changed dramatically as a result of the pandemic. We explore how beauty consumer decision making and purchasing has changed over the past year and what brands can do to…
Continue reading8 Min Read | After the economic challenges of 2020, business leaders across all sectors will be under increased pressure to ensure their budgets are being spent as effectively as possible. Within the beauty industry this will mean reassessing how…
Continue reading8 Min Read | As technology has become more personal, our exposure to marketing and advertising has grown nearly constant. A hundred years ago all we had was shop windows, the local newspaper and maybe a radio if you were…
Continue reading5 Min Read | From day one, the spread of COVID-19 rocked the world of salons, spas, and beauty treatment spaces. The close proximity of clients and professionals became difficult to manage, but as more cities and states reopen, many…
Continue reading8 Min Read | While influencer culture is shifting towards advocacy, celebrity brand ambassadors and celebrity-owned brands are a different kettle of fish. Brands with a celebrity name driving their messaging often grow at a much faster rate than those…
Continue reading8 Min Read | Each generation is facing its own challenges during the Covid-19 pandemic, but Gen Z consumers — with the influence of digital culture affecting them particularly deeply — are going through a unique rewiring of emotions. As…
Continue reading5 Min Read | Now more than ever, beauty brands of all sizes are making use of what they view as their strongest asset- the enthusiasm of their customers. It’s a good thing too, as the current global situation continues…
Continue reading8 Min Read | So far, data about how the beauty industry will ride out the pandemic has contained mixed messages. In general, reports show that many categories have already started to bounce back after a dip in March this…
Continue reading8 Min Read | The Internet has changed the influencer landscape almost unrecognizably over the last decade. From celebrities taking up the vast majority of social influencing roles in 2010; to today’s vastly popular ‘real people’ influencers who have used…
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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
