Sampling is a necessary tool in the marketing mix for any brand in the 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. Read more/Comment
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. Read more/Comment
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? Read more/Comment
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. Read more/Comment
What Are You Most Excited To See at Cosmoprof North America This Year?
Anyone will tell you that when you attend Cosmoprof North America (CPNA) in Las Vegas, you are going to see what the next phase of beauty is. From first timers to return visitors; they will all attest that innovation and reinvention is represented everywhere you look. As the biggest beauty show in North America, there is an international savoire faire that gives visitors a taste of what is trending globally; if there is one show you go to this year, Cosmoprof North America delivers everything all under one roof. From hair, nails, skin care, beauty and tools, each pavilion at CPNA has what beauty industry professionals are searching for…the Next Big Thing. Read more/Comment
Brands can’t sit still. They need to change – and change is good. But it’s also about recognizing the opportunity for change and not just changing for the sake of it. And it is design that can create the right kind of change and help successfully and creatively develop a brand.
There are very many influencing factors and considerations when looking to change, expand or take a brand to the next level. But I would like to focus on just two of today’s most prescient considerations: innovation and digital. Read more/Comment
When it comes to standing out in the marketplace, Royal Apothic knows best. The fragrance brand has developed itself as a brand that provides “little luxuries fit for royalty.” Creative Director and Founder Sean O’Mara shares exclusively with CPNA tips and tricks on how to bring an emerging brand to the next level.
Cosmoprof Worldwide was held March 9-11 of this year, and was once again a huge success. The show, held in Bologna, Italy, attributes much of its success to the tools it offers attendees, including educational conferences. This year, one of the most-talked about conferences was “Focus on the USA: Roadmap to Entering the US Market.” Check out the links to view each of the presentations after the jump!