The New Age of Beauty

A new age of beauty has arrived and it is just the start of it as the beauty industry is evolving fast towards what I personally believe to be a completely new segmentation in a decade. Been fascinating to study the ever evolving trends and movements of brands within the global beauty industry throughout my career. What used to be the norm of the giants ruling the industry is now changing fast due to three main factors; The sea change movement to natural cosmetics similar to the food industry as consumers are becoming more aware of affects on health and environment, the change in media with the social media reducing the ROI of mainstream advertising and giving power to create individual share of voice to smaller brands and last but not least the rise of ecommerce at the cost of retail.

The large brands are giving way to individualism and to be able to keep up keep on acquiring the smaller brand however the smaller brands flexibility somehow do not necessarily continue to grow within the frame work of large beauty corporations. So many acquired brands start stagnating or declining within a short period of time.. why? Branding building and marketing in line for the fast changing landscape are key to keep the growth of the large brands and to grow the smaller ones. Too many brands large and small get complacent in marketing and don't keep up with the fast shifting trends, consumer needs and ingredient advances. This is an area of particular interest to me to be able to turn around/refresh larger brands and grow smaller ones.

Brand health assessment takes on average one month.