There’s a green beauty revolution happening, and Los Angeles is at the heart of it. The Detox Market started as a little pop-up shop in Venice Beach when natural products were almost nonexistent, and wellness only involved what you put in your body, not on it. With consumers getting savvier, and research readily available, cheap fillers, toxic chemicals, and synthetic additives are losing their appeal. But it can feel like reading an ingredients label requires a PhD. That’s where The Detox Market comes in. With our famously strict list of ingredients we don’t allow, we’ve worked to create a haven for healthy, gorgeous beauty products you can feel good about.
How to Create a Standout Beauty Brand
By Kimberly Brizzolara
Director Strategy & Editorial, Bartlett Brands
Been there, done that, put it on my face yesterday. We all know that the beauty landscape is crazy crowded.
So how does a brand stand out on shelves stacked high with bouncy cloud cream-serums and insta-feeds throwing every shade? Find the nugget that’s unique about your brand—and turn it into the foundational rock.
When Biossance came to us, they had a stellar product on the market and Sephora on the hook. The problem? They looked and felt like any other “nature meets science” brand.
Don’t let anyone tell you otherwise—Amazon is a force that’s here to stay in the online beauty retail landscape. This is a force that has huge pull felt across the omnichannel retailing universe.
Consider these numbers. Amazon accounted for about $2.5 billion in health and beauty sales last year which represented a 47% increase compared to 2015, One Click Retail estimates.
A spotlight of the hottest beauty trends for the year
TREND: BEAUTY & TECHNOLOGY
Beauty products have seen a new wave of innovation with high-tech tools and gadgets set to revolutionize the category. From mini, handheld blowdryers and frizz-fighter straightening irons to hair treatments that turn back the hands of time, technology is a frontrunning trend for 2017.
Aria Beauty Unicorn Mini Blow Dryer
Aria’s bestselling salon approved baby dryer gets a unicorn makeover! Designed for salon retail, travel or the gym, these tiny hair dryers deliver salon performance. The products contains negative ions to clean hair and remove frizz. Its dual voltage is ideal for travel anywhere and it’s suitable for all hair types. www.AriaBeauty.com.
Jamie Merriman is Acting Director of ITA’s Office of Strategic Partnerships
With more than $12 billion in exports in 2016, U.S. branded personal care and cosmetics are among the most highly desired brands in many overseas markets. During the past five years, U.S. exports in the sector have grown at five percent to six percent annually. Employing thousands of Americans across the country, the U.S. personal care and beauty industry is a critical component of the U.S. economy.
How a product or package will perform online and in digital channels is a hot topic among designers and brand owners. Considering that online shopping is one of the fastest growing channels, packaging is crucial. It must be capable of drawing in passersby at the local retail store, but also rise above digital noise. The challenge? Creating packaging that is equally appealing on any of the potential shopping channels—from the beauty counter to broadcast. Securing omni-channel consumers (or those who buy from more than just one channel) is also acquiring a customer that spends more. As a matter of fact, omni-channel shoppers spend an average of 4% more on every shopping occasion in store, and 10% more online than consumers who only shopped from a single channel. Those numbers only continue to increase should the customer also purchase from another channel such as a home shopping network.1 In short, a digitally savvy consumer is a highly desirable consumer.
Identifying Four Consumer Types Impacting Today’s Beauty Market
While large corporations once dictated trends to consumers, today it is evident that the power is also in the hand of the consumers. And with the advent of mobile devices, online tutorials, and social media, consumers are highly savvy and more informed than ever, demanding constant innovation and update. As quickly as they can make positive recommendations exponentially to all their contacts through social media, they can just as quickly spread reviews that are negative.
InstaNatural has been a major player in the beauty segment on Amazon in the last few years and has since expanded to a range of other e-tailers including Walmart.com, Jet.com and iHerb.com.
We’ve taken insight around how consumers shop online to quickly expand the brand’s ecommerce footprint with a focus on top ecommerce platforms. Because content is critical to winning in the market with our online retailers, we’ve quickly boosted internal capabilities including a new studio, as well as acquiring ecommerce marketing talent that allows us to tell our brand’s story within these new channels. In addition, we’ve designed merchandising and promotional strategies to win over shoppers throughout her online purchase journey. InstaNatural’s expansion has allowed the brand to build an omnichannel presence with a data-driven mindset.
As a start-up beauty brand, your Contract Manufacturer (CM) will be one of your most important partners. It’s important to do your homework, gather the facts and choose carefully. Know what you’re getting into:
How do I make the choice initially?
Interview as many CMs as you can. Get personal recommendations from experts.
As 2016 came to a close, food, nutritional supplement, and cosmetic companies that sell “natural” products remained targets of and vulnerable to regulatory enforcement actions and consumer class actions. While 2016 saw some regulatory activity surrounding the terms “natural,” “all natural,” and “100% natural,” the year ended without the issuance of regulations or guidance on how these terms should be defined.