Trajectory is an award-winning skin care, personal care, and beauty marketing agency that specializes in shaping and strengthening your brand and getting your product in front of the right audience at the right time.
As specialists, we know that the skin care, personal care and beauty industries are guided by trends. Beyond the healthy living mega-trend, i.e. the overlap of beauty, health and wellness categories that used to be discrete, we see five big shifts that will pave the way for wellness marketing success and the growth opportunities for brands.
Natural & Organic Products
Consumers are increasingly interested in natural and organic personal care 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 and organic beauty regimen, today’s transparency-minded consumers seek authentic brands and products.
Anyone today with an idea and an authentic and compelling story can be a relevant beauty and personal care brand, as the premise of what it means to be a brand is being redefined. Consumers, more skeptical of marketing than ever, now expect brands to be more honest and real. Small and indie brands have had an advantage in this respect because they’ve built their audiences based on focused appeals centered around lifestyle or values. The result is a more targeted, personalized and ultimately relevant method of building brand loyalty.
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.
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.
Interested in talking about the trajectory of your skin care, personal care or beauty brand and business? Reach out.
How We Help Our Skin Care, Personal 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