All posts by cpnawp

Expanding Exports of U.S. Personal Care and Beauty Products

Jamie Merriman is Acting Director of ITA’s Office of Strategic Partnerships

With more than $12 billion in exports in 2016, U.S. branded personal care and cosmetics are among the most highly desired brands in many overseas markets.  During the past five years, U.S. exports in the sector have grown at five percent to six percent annually.  Employing thousands of Americans across the country, the U.S. personal care and beauty industry is a critical component of the U.S. economy. Continue reading Expanding Exports of U.S. Personal Care and Beauty Products

Packaging for Digital Media

How a product or package will perform online and in digital channels is a hot topic among designers and brand owners. Considering that online shopping is one of the fastest growing channels, packaging is crucial. It must be capable of drawing in passersby at the local retail store, but also rise above digital noise. The challenge? Creating packaging that is equally appealing on any of the potential shopping channels—from the beauty counter to broadcast. Securing omni-channel consumers (or those who buy from more than just one channel) is also acquiring a customer that spends more. As a matter of fact, omni-channel shoppers spend an average of 4% more on every shopping occasion in store, and 10% more online than consumers who only shopped from a single channel. Those numbers only continue to increase should the customer also purchase from another channel such as a home shopping network.1 In short, a digitally savvy consumer is a highly desirable consumer.

Continue reading Packaging for Digital Media

CONSUMER EMPOWERMENT:

Identifying Four Consumer Types Impacting Today’s Beauty Market

While large corporations once dictated trends to consumers, today it is evident that the power is also in the hand of the consumers.  And with the advent of mobile devices, online tutorials, and social media, consumers are highly savvy and more informed than ever, demanding constant innovation and update. As quickly as they can make positive recommendations exponentially to all their contacts through social media, they can just as quickly spread reviews that are negative. Continue reading CONSUMER EMPOWERMENT:

Digital Beauty: Building a Powerful Ecommerce Brand Experience

InstaNatural has been a major player in the beauty segment on Amazon in the last few years and has since expanded to a range of other e-tailers including Walmart.com, Jet.com and iHerb.com.

We’ve taken insight around how consumers shop online to quickly expand the brand’s ecommerce footprint with a focus on top ecommerce platforms. Because content is critical to winning in the market with our online retailers, we’ve quickly boosted internal capabilities including a new studio, as well as acquiring ecommerce marketing talent that allows us to tell our brand’s story within these new channels.  In addition, we’ve designed merchandising and promotional strategies to win over shoppers throughout her online purchase journey.  InstaNatural’s expansion has allowed the brand to build an omnichannel presence with a data-driven mindset. Continue reading Digital Beauty: Building a Powerful Ecommerce Brand Experience

Manufacturing Best Practices through Questions and Answers

As a start-up beauty brand, your Contract Manufacturer (CM) will be one of your most important partners.  It’s important to do your homework, gather the facts and choose carefully. Know what you’re getting into:

How do I make the choice initially?

Interview as many CMs as you can.  Get personal recommendations from experts. Continue reading Manufacturing Best Practices through Questions and Answers

DID 2016 COME TO A “NATURAL” CONCLUSION?

As 2016 came to a close, food, nutritional supplement, and cosmetic companies that sell “natural” products remained targets of and vulnerable to regulatory enforcement actions and consumer class actions.  While 2016 saw some regulatory activity surrounding the terms “natural,” “all natural,” and “100% natural,” the year ended without the issuance of regulations or guidance on how these terms should be defined.  Continue reading DID 2016 COME TO A “NATURAL” CONCLUSION?

How To Win Friends and Influencers, A Case Study

headshot-2AUTHOR: Kim Huynh, Tribe Dynamics Research & Reporting

If you’ve made it this far, congratulations! You’re well on your way to becoming a savvy influencer marketer. To review the steps we’ve covered so far, let’s walk through what a successful brand/influencer relationship might look like. In this case, we’ll be looking at the collaboration between Tarte and content creator Nicol Concilio. Continue reading How To Win Friends and Influencers, A Case Study

Step 3: Empowering Influencers as Co-Creators

headshotStep 3: Empowering Influencers as Co-Creators
By Alex Rawitz

In our last post, we described how brands reward their most prolific influencers with personalized experiences, engendering loyalty that helps build a strong brand family. Having a dependable squad of influencers who produce a steady stream of content is a major milestone, and plenty of brands are content to operate at this level. But after the trips to exotic locales are over and the lavish boxes of products are sent, a question remains: how can brands engage both influencers and their audiences on an even deeper level, driving a spirit of genuine personal investment? The answer lies in our next step, as brands work together with influencers to develop new products, a process that greatly accelerates their personal and professional development. Continue reading Step 3: Empowering Influencers as Co-Creators

Step 2 : How To Win Friends and Influencers

cpna-13Step 2: Influencer as Valued Member of the Brand’s Family
By Grace Chao

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Last month, we discussed how to embrace influencers who are already talking about your brand: Check out their content, listen to their needs, and send them product accordingly. Let influencers know that your brand cares about what they think. But after you’ve reached out to an influencer once, what next? How can you ensure that they will continue using your products, and keep talking about your brand with their followers? Continue reading Step 2 : How To Win Friends and Influencers

How To Win Friends and Influencers

cpna-13At Tribe Dynamics, we measure the Earned Media Value (EMV) of social media content created by influencers in the Beauty, Fashion, and Lifestyle spaces. EMV is our prescribed metric that quantifies the estimated value of publicity gained through user engagement of digital earned media. We work with some of the fastest-growing brands in the industry to track and analyze online conversations about these brands and their competitors. Our clients often look at the influencer marketing and prodigious ascension of brands like Anastasia Beverly Hills, NYX, and Tarte, and ask us, “How can I do that? Where do I start?” Continue reading How To Win Friends and Influencers