How Beauty Brands Establish A Strong Foundation From Which To Scale
If people ignored the fetal stage of development, the adult population would be pretty dismal indeed. It’s the same for beauty businesses. Underappreciating the importance of their earliest phase can cause stunted growth. “The decisions made in the first two years of a brand’s life will form the foundation for success or set the ...
A Look At The Complicated Rules Governing Influencer Partnerships
In a Twitter post late last year, makeup brand founder and social media sensation Jeffree Star compared beauty companies compensating influencers for shout-outs to Pepsi paying to appear in a movie. “It’s advertising,” he proclaimed. Indeed, influencer endorsements are advertising and regulated as such by the Federal Trade Commission, the agency policing deceptive marketing. ...
The Gatekeeper: Christoph Honnefelder On What Makes A Brand Intriguing To Top European Beauty Retailer Douglas
Any brand scoring placement in one or all of European beauty giant Douglas’s 2,400 stores over the last nearly four years had to go through Christoph Honnefelder and his team. After Oct. 31, however, they’ll have to face a new gatekeeper. The executive vice president for group purchasing and assortment is departing Douglas ...
Nomaterra Founder Aggie Burnett Shares The Steps She Took To Win Over Sephora
Like budding baseball players dream of hitting grand slams to win the World Series, wannabe beauty entrepreneurs aspire to see their brands on display at Sephora. Nomaterra founder Aggie Burnett was definitely shooting for the specialty beauty retailer long before her fragrance brand took shape. “I was a big fan since I ...
KVossNYC Founder Kristin Voss On What It’s Like For A Small Brand To Enter Beauty Boxes
For voracious beauty shoppers, subscription boxes are unparalleled vehicles to sample brands they may not run across during their usual trips to stores or virtual visits to sites. For brands, gaining access to those shoppers can be a growth goldmine. However, getting into boxes isn’t as easy as receiving them. There are
How The Feel Of A Beauty Product Helps Or Hurts The Consumer Experience
In our highly visual society, sometimes beauty brands ignore the other senses. Lorraine Dallmeier, director of Formula Botanica, an organic cosmetic science online learning platform, warns beauty entrepreneurs not to neglect touch. From the feel of a formula to the sensation of packaging, people’s responses to beauty merchandise are filtered through their interactions with ...