To discover what beauty brands need and what consumers expect for 2015 , Cosmetics Design spoke with Laureen Schroeder, director and team lead of health, beauty & baby at Daymon Worldwide, a sales and marketing firm specializing in private label consumer goods.
From her perspective on the beauty and personal care industry, Schroeder proposes these 4 smart approaches to making and marketing private label or exclusively branded cosmetics and personal care products this year:
- Be Innovative!
“To truly be innovative, you not only need to be quick to market but also willing to fail. It’s worth the risk as consumers are addicted to innovation in beauty as it keeps the brand exciting and relevant. Innovation can be in the form of product, packaging or even marketing and allows a brand to be a go-to for beauty consumers.”
- Be Educational!
“Consumers are overloaded with information, so having clear, concise, consistent messaging associated with your brand is pivotal to success.”
- Be Creative!
“Consumers are intrigued by niche brands. In fact, more creativity attracts more intrigue, both of which will increase sales.”
- Be Online!
“The explosive growth and evolution of online shopping options have made it more attractive for consumers to purchase new products without trying them first. Well-executed how-to beauty videos can be the go-to place for ideas and education, particularly for first-time online beauty shoppers.”
Keeping pace with consumer expectations and trends can be both challenging and rewarding. Here’s Schroeder’s take on the trends that matter in 2015:
“Be Well – With increased mainstream consumer focus on Health and Wellness, beauty consumers are looking for the right balance between nature and science in their beauty products.”
“Multi-Benefit – The craze for double letter creams was built on the need for consumers to understand and appreciate the multi-benefits offered by their products. This will continue in 2015 and beyond as we’ll see products across all beauty categories deliver on this promise.”
“DIY – With new technologies in beauty coming into the marketplace, we’ll see growth in DIY Beauty Tools. This is emerging as a global beauty trend, and we’ll see even more devices in the mass marketplace in 2015.”
“Problem/Solution – We’ll see new technology in the facial mask category as new products hit the marketplace offering true efficacious problem/solution approach for renewing skin. We’ll also see more blurring creams as well as a mass acceptance of the benefits of using primers.”
One exclusive personal care brand Schroeder says is getting it right when it comes to following trends and meeting consumer expectations is the b-leve beauty brand, which is sold in the mass category via grocery stores. “This brand was built on the consumer-centric trend and desire for multi-benefit products, particularly those that marry nature with science,” Schroeder explains.