Category
8 Min Read | eCommerce has exploded within the retail sector and is projected to grow by 20% in 2020 alone according to a recent IBM study. By and large this has been a response to new restrictions and consumer…
Continue reading10 Min Read | As France re-enters lockdown, brands like Lancome, Dior and Chanel have doubled down on digital services like virtual consultations and tailored 1-2-1 beauty masterclasses in order to maintain customer engagement and drive sales. They have also…
Continue reading8 Min Read | Ten years ago, blockchain technology was still fairly niche, within the beauty industry it was practically non-existent. Originally developed to protect cryptocurrency users from fraud, blockchain is poised to invert the concept of corporate accountability in…
Continue reading10 Min Read | Research and development of technology-based treatments and health support, including digital medicine, has been active for the past few years. Multinationals like P&G and Shiseido have begun supporting and collaborating with startups as an approach to…
Continue reading8 Min Read | Beauty and wellness have always had a close relationship, with spas and salons selling feel-good and health supportive experiences. Recently, wellness has been taking a turn towards the virtual, and this shift is likely to be…
Continue reading8 Min Read | Sexualization has been used as a marketing tool in the beauty industry for generations, with products aimed at women often sold as a means to increase sexual appeal. But in the 21st century, as attitudes towards…
Continue reading8 Min Read | Tech accelerators or incubator programs are often run by large businesses, with investment from venture capitalists. They’re interested in driving the success of startups that will help them develop and roll out new technology within their…
Continue reading8 Min Read | Beauty industry intelligence has developed leaps and bounds in recent years, and now everyone from multinational incumbents to fresh startups are using AI and big data to leverage their businesses and create new products. The scope…
Continue reading8 Min Read | If there’s one thing we know about fragrances, it’s that they have the power to evoke a strong emotional reaction. Research shows that scents can trigger memories and transport you to another place or time, so…
Continue reading8 Min Read | She’s confident, attractive, and she knows what she wants. She’s tuned in to the social issues her audience is interested in right now. She shares her opinions — and beauty preferences — freely, and she’s absolutely…
Continue reading
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
