All posts by cpnawp

Been There, Heard That

How to Create a Standout Beauty Brand

By Kimberly Brizzolara
Director Strategy & Editorial, Bartlett Brands

Been there, done that, put it on my face yesterday. We all know that the beauty landscape is crazy crowded.

So how does a brand stand out on shelves stacked high with bouncy cloud cream-serums and insta-feeds throwing every shade? Find the nugget that’s unique about your brand—and turn it into the foundational rock.

Rebranding Biossance

When Biossance came to us, they had a stellar product on the market and Sephora on the hook. The problem? They looked and felt like any other “nature meets science” brand.

Continue reading Been There, Heard That

Discovering Beauty at Amazon: How To Get Your Brand In the Cart


By Ethelbert Williams, Chief Marketing Office, InstaNatural, LLC

Don’t let anyone tell you otherwise—Amazon is a force that’s here to stay in the online beauty retail landscape. This is a force that has huge pull felt across the omnichannel retailing universe.

Consider these numbers. Amazon accounted for about $2.5 billion in health and beauty sales last year which represented a 47% increase compared to 2015, One Click Retail estimates. Continue reading Discovering Beauty at Amazon: How To Get Your Brand In the Cart


A spotlight of the hottest beauty trends for the year


Beauty products have seen a new wave of innovation with high-tech tools and gadgets set to revolutionize the category. From mini, handheld blowdryers and frizz-fighter straightening irons to hair treatments that turn back the hands of time, technology is a frontrunning trend for 2017.

Aria Beauty Unicorn Mini Blow Dryer
Aria’s bestselling salon approved baby dryer gets a unicorn makeover! Designed for salon retail, travel or the gym, these tiny hair dryers deliver salon performance. The products contains negative ions to clean hair and remove frizz. Its dual voltage is ideal for travel anywhere and it’s suitable for all hair types. Continue reading COSMOPROF NORTH AMERICA 2017 HEADLINER TRENDS

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


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, and

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


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