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.
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.