Getting to the core of beauty brand strategies

By Simon Pitman

- Last updated on GMT

At the recent Cosmoprof North America, Matthew Quint, who is Director of Columbia Business School's Center on Global Brand Leadership, gave a presentation about core brand strategy. Cosmetics Design spoke to him to find out more.

Matthew is one of the leading experts in the field of brand strategy, an area which is absolutely crucial for emerging and newly launched beauty and personal care brands. 

During his presentation session, Matthew worked through a series of templates and strategies that are designed to take a brand strategy from concept to product launch, working in all the right elements to make it successful.

Crowded retail shelves and the addition of even more brands thanks to the indie beauty trend, means that getting brand strategy razor sharp from the offset is now more crucial than ever. 

During this video interview, Matthew talks about how indie beauty brands are shaking up and reformulating brand strategies for the industry as a whole, and also makes some interesting observations about some of the feedback he had during his session, as well as what he saw on the show floor. 

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