fbpx

Skin Care & Beauty

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.

Why Trajectory

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 mega-trend, 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 skin care and beauty brand. 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 brands to be more honest and real. Small and indie skin care 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.

Natural Products

Consumers are increasingly interested in natural skin care 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, brands 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.

Inner-Beauty

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 actually drink for better skin. With the advent of these products, the promise of “health and beauty” has never been more real.

CBD-Infused Formulations

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 creamssleeping masksshampoos, 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.”

Connected Experience

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 plans 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 Connect

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.

Our Services

branding

Branding

Brand Discovery, Strategy, Culture, Design, Communications, Experience, Management
Learn More
marketing_image

Marketing

Media Planning & Buying, Advertising (TV, Radio, Print, Outdoor, Digital), Experiential, Word-of-Mouth, E-Mail, Mobile
Learn More
marketing-research

Marketing Research

Qualitative & Quantitative, Business Reviews, Competitor/White Space Reviews, Customer Journey Maps, Brand Audits, Digital Audits
Learn More
digital

Digital

Digital Brand Asset Audits, Digital Strategy, Cross-Platform User Experience, Responsive Websites & Microsites, Rich Media, Marketing Automation, Mobile & Tablet Design &
Development
Learn More
content-marketing

Content Marketing

Content Marketing Mission & Strategy, Audiences & Personas, Topical Competitor Analysis, Content Design & Distribution, Measuring Content Marketing Impact
Learn More
socail_media

Social Media

Social Media Strategy & Plans, Content Calendars & Topic Outlines, Social Media Implementation, Video/Motion Graphics/Infographic Storytelling
Learn More

Skin Care
& Beauty

AQUATION

Launching a New Mass Market Skincare Brand

Read More >

PALOVIA SKING RENEWING LASER

Launching a First in Beauty Care

Read More >

NEOSTRATA

Dermatologist Skincare Brand Reposition and Relaunch

Read More >

Reach Out

Let’s talk about how we can partner to
guide the trajectory of your skin care and beauty brands.
Connect through email, phone or
form. One of our team members
will be in touch shortly.