The beauty market is crowded - customers have their pick of hundreds of brands, from premium to mass market, all offering products that promise to change how you look and how you feel.
It can be a bit of a minefield and it’s never been more important for brands to stand out - especially when there’s so much to gain, with the industry expecting to exceed a value of £642bn by 2025.
With a market of that size, it’s tempting to launch in head first, throwing resources into creating what you hope will be the next game-changing launch, without the due consideration for who the customer is and what they’re looking for.
Over many years working in the beauty industry I have learnt that the key to success is getting under the skin of your customers to understand their wants and needs.
If you don’t personally fit into the demographic of your brand’s key consumer, find ways to get to know them. To create truly unique and transformative products, you have to put the customer first.
It can seem like a big mindset shift but thinking in this way is quite straightforward - begin by looking closely at your brand values and what you want to represent.
Use these guidelines as your North Star to guide all NPD and marketing strategies. Having these philosophies nailed down, and keeping them at the centre of everything you do, will help to ensure both your products and communication speak clearly and consistently to customers who choose to shop with your brand.
If you are part of a founder brand, this will