Your challenge is to grow your skincare or beauty business in a marketplace in which it's increasingly harder to stand out, and where value is being redefined by your consumer. Trajectory is an award-winning skincare and beauty marketing agency specializing in shaping and building your consumer and professional brand to drive the trajectory of your business.
As specialists, we keep a pulse on where the industry is today and where it’s going in the future. And over the last few years, multiple trends have emerged with the promise that they will redefine the future of beauty. Beyond the healthy living megatrend, i.e. the overlap of beauty, wellness and medical solutions categories that used to be discrete, we see the following big shifts that will pave the way for wellness marketing success and the growth opportunities for brands.
Indie Brands Shake-Up
Anyone today with an idea and an authentic and compelling story can be a relevant skincare and beauty company. As a result, the proliferation of independent brands is challenging industry convention and redefining the meaning of value. The broad reach of the big traditional players must get back in sync with consumers who are drawn to niche expertise and product challenger brands, breaking consumer targets into ever more specialized segments.
Consumers, more skeptical of marketing than ever, now expect more honesty and realness. Small and indie skincare and beauty brands have an advantage in this respect because they’ve built their audiences based on focused appeals centered around lifestyle and values. The result is a more targeted, personalized and ultimately relevant method of building brand loyalty.
Consumers are increasingly interested in natural skincare and beauty products. This is because a focus on health today isn’t confined to what consumers put in their bodies. They’re increasingly concerned about products they put on their bodies, and committed to products that are good for the environment. On the path toward a more natural beauty regimen, today’s transparency-minded consumers seek authentic brands and products.
Transparency On Multiple Fronts
Consumers want to know how a product is made (how it’s manufactured and the ingredients it contains), how it is put on the market (packaging) and what it stands for. Brands need to embrace and champion this transparency to maintain their relevancy, as consumers are more knowledgeable than in the past and now understand the power they have. As a result of this conscious consumerism, we’re attracted to brands that play a more decisive role in society. Therefore, companies are now competing based on a new set of values – needing to offer products that are trustworthy, inclusive and clean in the minds of consumers.
Anti-aging and beauty brands are aligning themselves with the wellness movement and seeking to expand their reach into “inner beauty” – developing ingestible products that can impact health alongside appearance. We’re talking here about beauty formulations in the form of powders, dusts, and supplements that you drink for better skin. With the advent of these products, the promise of “health and beauty” has never been more real.
With its increasing popularity, CBD is staking its claim to fame among the health + wellness world as an all-new, cure-all magical elixir that everyone can benefit from. With packaging buzzwords like “single origin,” “small batch,” and “plant-based” — CBD is dominating the health and beauty sector seemingly more than any other. Alex Williams of the New York Times noted that, “Among beauty products alone, CBD has already achieved cliché status, popping up in blemish creams, sleeping masks, shampoos, hair conditioners, eye serums, anti-acne lotions, mascaras, massage oils, soaps, lip balms, bath bombs, anti-wrinkle serums, muscle rubs and a Sephora aisle’s worth of moisturizers, face lotions and body creams.”
As more consumers integrate digital tools and platforms in their paths to purchase, the opportunity for brands to connect with them is increasing as well. But connecting with digitally engaged shoppers isn’t as easy as encouraging them to visit a website or dropping in on their social channels. With more people shopping without ever stepping up to a shelf, the traditional playbook for building and sustaining brand loyalty has changed. Key to future success is finding a way to leverage the data and technology on which these devices are built to make products personally relevant for consumers.
How We Help Our Skin Care and Beauty Clients:
- Strengthen competitive position by diagnosing brand strength (qualitative and quantitative)
- Enhance relevancy by developing and sharpening brand strategy (purpose, promises, positioning, architecture, naming and nomenclature, messaging)
- Jumpstart growth by repositioning existing brands
- Assist with planning by writing marketing plans, content marketing strategy and social media plans
- Develop and execute integrated b2c and b2b marketing programs across traditional and digital channels in support of new launches and existing brands
- Strengthen customer experience, engagement and revenue opportunity by optimizing digital channels
- Mobilize internal teams and bolster internal marketing by providing tools for more effective brand management
Let’s talk about how we can help you guide the trajectory of your skin care and beauty brand and business. Reach out through email, phone, or our contact form.
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