Core Concepts
Launching A Product Is Hard. These Are The Steps Brands Should Take To Do It Right.
To Courtney Regan, director of global marketing and communications at Cosmetic Solutions, it can’t be emphasized enough that launching a product is the most pivotal milestone in a brand’s life cycle. “You’ve been through the product development...
Three Critical Steps For Bringing A Beauty Product To Market
Before brands forecast finances, settle on channel strategies and venture out into the market, Elena DiGiovanni, strategy and corporate development specialist at Beauty Independent parent company Indie Beauty Media Group, recommends they ponder the following question: “Who do...
Essential Steps For Building A Beauty Brand
When Danish-born Kirsten Kjaer Weis started her brand journey in the early 2000s, she admits she was completely unprepared. While working as a makeup artist in New York City, she noticed a lot of models were dealing...
Three Critical Phases Of Formulation And Product Development
When Sarah Brown, founder of skincare brand Pai, couldn’t find a solution to her chronic urticaria, a condition that caused itchiness and hives on over 80% of her body, she created the remedy herself. “One...
Four Keys To Conducting A Market Analysis In The Beauty Sector
When Elana Drell-Szyfer, now CEO of RéVive, was running makeup artist-founded cosmetics brand Laura Geller, she came to a critical crossroads. “One of the key points of differentiation for Laura was that her products were made in...
Beauty On Amazon Part 3: Advertising On Amazon
With over 200,000 beauty and personal care products for sale on Amazon, it’s easy to get lost on the platform, particularly for emerging brands with minimal name recognition. Amazon advertising gives brands the opportunity to capture...
