Creating a brand from scratch is no easy task, but staying authentic, building a loyal following and making smart distribution decisions is key to success, say experts.
Aussie skin care brand Plendi adopts a single-product strategy to navigate the challenges of cosmetics start-ups in the local market, including competition with big players and cost concerns.
In the second part of this series, CosmeticsDesign explores how brand leaders Olowe, Chan, and Lee have navigated the financial stresses of a post-COVID world, embraced the advent of TikTok and social media marketing, and shared their understanding of...
Having gained a celebrity following and strong social media traction, award-winning cosmetics brand Velour Beauty continues to better reach targeted consumers by growing its retail product offerings in Ulta and Sephora stores around the world.
Understanding how consumers source information and techniques to reach targeted demographics is paramount to launching effective branding and marketing strategies in the cosmetics and personal beauty care spaces in 2023, according to Anna Mayo, Vice President...
British-born beauty brand Dr. PAWPAW has grown exponentially over the past year and saw success in the US, despite the inflationary economy. We chatted with co-founder Johnny Paterson to discover how they’ve done it and what’s coming next for the brand....
Aesthetics in beauty is hugely important and labelling is a key design component that brands must closely consider, particularly when working in the booming online space, a specialist supplier says.
Beauty consumers worldwide are demanding open and honest brand communication on product formulations and ingredients in a digital world strained by unreliable and biased information, says the deputy CEO of L’Oréal.
International beauty major Revlon has partnered with MDR Brand Management to create a global brand extension strategy that takes it into new spaces and drives deeper consumer engagement across the EMEA, APAC and Americas.
Digital marketing and communications agency The Beauty Makers has launched a brand incubator to help build out future innovation-led companies in an increasingly competitive but exciting space, its founding partner says.
Understanding consumers has long been the goal of any brand, but decoding emotion is extremely complex and requires the power of technology, says the founder of insights startup Spark Emotions.
Consumers have very limited cognitive capacity for paying attention and making decisions, but emotional advertising will innately grab their attention and can be powerful short- and long-term, says an expert.
The ongoing global coronavirus (COVID-19) pandemic has overturned life as we know it and given rise to the longest period of consumption reappraisal in more than 20 years, which will have a lasting impact, says an expert consultant.
Instagram is a powerful place – the social platform where influencers hang out and filtered product placements dazzle, but brand visibility requires so much more depth, says an indie beauty expert.
The creativity of passionate founders is indie beauty’s biggest strength, and with that comes a personal touch that big players can aspire to, say two marketing and branding experts.
Wednesday evening at the Harmonie Club in New York City, four prestige fragrance, skin care, and color cosmetics brand leaders discussed the state of luxury beauty today and how they plan to continue growing the business units they oversee.
Despite luxury brands previously shying away from digital platforms due to the sensorial factor being imperative for consumers, experts say there is a way to command these platforms without compromising what the consumer needs.
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