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15 Min Read | The beauty industry is a glittering, glamorous world of lotions, potions and brightly coloured bottles on bathroom shelves. From the outside it’s attractive and appealing… but the industry has a darker side. In 2018, Zero Waste…
Continue reading5 Min Read | The online beauty community is known for its consumerist nature. Whether you get your beauty fix and tips on Instagram, beauty subreddits, or YouTube, you can expect to view or take part in a cycle of…
Continue reading5 Min Read | Cosmetics and skincare products are formulated to make the wearer feel beautiful. But in the search for beauty some companies have adopted unusual and even questionable ingredients. It’s a reminder that the search for natural or…
Continue reading6 Min Read | Amid recent demonstrations in London, thousands of protesters occupied several of the main bridges spanning the Thames in central London during a huge act of civil disobedience. The move was part of a campaign organised by…
Continue reading5 Min Read | Peach & Lily’s Alicia Yoon says Korean cosmetics are here to stay. In 2012, Alicia Yoon quit her job and hopped on a plane from New York to Seoul to scour South Korea for its most…
Continue reading5 Min Read | Veganism, once considered a niche concept, has now become mainstream. As consumers become more concerned about sustainable living, they are increasingly conscious of the ingredients and production methods behind their favourite products. Today’s consumers are well…
Continue reading5 Min Read | The new breed of consumer is increasingly aware of brands and their ideologies, thanks to social media. They’re accustomed to seeing #crueltyfree campaigns on facebook and Instagram and the hashtag displayed as a brand selling point….
Continue reading4 Min Read | (Reuters Health) – Although nail polish manufacturers have begun removing some toxic ingredients, their labels are not always accurate and the reformulated products aren’t necessarily safer, suggests a new study. “We were trying to learn more…
Continue reading4 Min Read | Study finds substances linked to cancer, reproductive harm Current disclosure is limited for ingredients used in scents Some benzyl chloride with your vanilla-scented lotion? Consumers may be surprised that their favorite scented products could contain some…
Continue reading5 Min Read | Unlike fashion and other products that are self-descriptive, beauty products have always needed packaging to sell – how else do you differentiate a beauty cream or shower gel that looks much the same as any other?…
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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
