President & Founder of Missing Ingredient, Inc.
What is your brand vision?
You must have a point of difference or a specific category killer. All buyers are presented hundreds of new brands monthly. You must make your packaging unique so it stands out in the sea of other brands. The brand image and all verbiage on the front of the packaging is the most important. It must be clear and state the top 2 or 3 key selling points and product function. Start with hero products and keep SKU’s limited in the beginning. Continue reading
Alisa Marie Beyer
Founder and Creative Director of The Beauty Company (TBC) and Coastal Salt & Soul
For any brand, figuring out ways to communicate and capture consumer interest is a tall order. For a beauty brand, figuring out how to communicate to the consumer who, on average, only gives you three seconds of her time before moving onto the next brand on the shelf is even more complicated. Constantly bombarded by data, these days consumers don’t have to go looking for information on their favorite brands, it practically comes to them, which is why if you want to make the kind of lasting impression that will convert to sales and long-term loyalty, you’ve got to get disruptive in your execution. Continue reading
- Joe Mastalia
President of DePasquale Salon Systems (DSS)
1. Is technology specifically mobile apps and customer management software changing the business at the salon level?
Technology with regards to management software is assisting the salons to measure their results. The successful salons are utilizing these reports to address areas that need improvement. With regards to mobile apps, I don’t think they are as important to salon professionals as much as they are to individuals who use them from their cell phones. Continue reading
Founder of Beautystat.com
In any startup, agility is a top priority. Changing directions based on customerfeedback, streamlining focus, responding to consumer needs … it’s all part of creating a new business.
We’re lucky that the beauty community is so vocal. They tell us what they need and want, and when we take a moment to stop and listen, we learn a lot. We learn nearly everything we need to know, really.
Corey Huggins and Christene Carr
Sampling is a necessary tool in the marketing mix for any brand in Beauty. Industry data has long cited sampling as the number one driver for sales conversion. Therefore, with the advent of beauty subscription boxes, brands are eager to take advantage of their practices for sales conversions. However, with so many box services from which to choose and each one offering a different take on beauty, how does a Brand choose one box versus another? As we tell our clients, all beautiful relationships begin with two fundamental principles- Knowing Yourself and Knowing Your Partner.
As director of marketing for Cosmoprof North America, Daniela Ciocan is responsible for keeping this professional trade show fresh. She implemented new initiatives such as Discover Beauty and the International Buyer Program, and selects the brands for Discover Beauty, a testament to her vision for what is hot in the industry. She previously was responsible for Awake Cosmetics’ luxury specialty store distribution launch in the U.S., overseeing all aspects of brand management, and following her success with establishing Kosé in the high-end market, she introduced several other brands, such as Sekkisei and Predia, into the masstige sector. Ciocan, recipient of “TSE’s Marketing Genius Award 2013″ graduated magna cum laude from FIT, currently serves on the ICMAD advisory board and is chairwoman of the communication committee. Continue reading
The US beauty industry is increasing their global market share. The U.S. Commercial Service (the federal government’s export trade promotion unit within the U.S. Department of Commerce) is represented in U.S. embassies and consulates in 72 countries, accounting for more than 95 percent of the world market for U.S. exports. International trade shows such as Cosmoprof provide a platform to allow buyers and sellers from across the globe to connect with one another in secure environment conducive to open discussions. The eleventh annual event will deliver a strong international presence with exhibitors from 38 countries, eight official Country Pavilions and a contingency of foreign buyers from six different countries. Continue reading
Pharmaca Integrative Pharmacy (www.pharmaca.com) was founded in Boulder, Colorado in 2000. For nearly two years, a small staff worked out of the back room of your first store in Boulder’s Ideal Market Shopping Center. Growing this new concept from the ground up, Pharmaca’s integrative approach was changing the way people thought about going to the pharmacy. Do you feel that this model creates a more trusted relationship with your customers? Continue reading
By Maya Mikhailov, Co-Founder & EVP, GPShopper
Whenever a new medium emerges, the first reaction of marketers is to take tried-and-true techniques of the known and apply those techniques to the unknown, hoping to find similar success. When television was first introduced to American households, commercials consisted of radio personalities standing in front of microphones reading product benefits – a trusted radio technique misappropriated to the small screen. Fast forward to the internet revolution, where the first digital stores tried to emulate store shelves and the page flip of paper circulars. However, as marketers began to rethink the medium and push past traditional beliefs, what emerged was a compelling experience that took advantage of the new tools that the medium had to offer. The same phenomenon is occurring right now in mobile. Whereas Mobile 1.0 was “web…pocketsized,” Mobile 2.0 is developing as a powerful tool which is breaking the mold of its predecessors. Continue reading