This New Initiative Draws Attention to Underrated Beauty Products
Katherine Pendrill — September 3, 2015 — Fashion
Sephora has launched a new initiative to highlight underrated beauty products. With so many brands to choose from, it can be tempting for consumers to return to the products they are already familiar with. This initiative encourages consumers to explore brands that have largely flown under the radar.
The new campaign is called 'Scouted by Sephora' and involves highlighting underrated beauty products. The company scours through its vast inventory to find brilliant brands that deserve greater attention. The company will then feature these obscure beauty brands on the front of its website to draw consumer attention to products they may have previously overlooked. Some of the underrated beauty brands already featured include Viseart, Tatcha and Juliette Has A Gun.
The new initiative makes it easier for cosmetics fans to uncover some of Sephora's most impressive independent brands.
The new campaign is called 'Scouted by Sephora' and involves highlighting underrated beauty products. The company scours through its vast inventory to find brilliant brands that deserve greater attention. The company will then feature these obscure beauty brands on the front of its website to draw consumer attention to products they may have previously overlooked. Some of the underrated beauty brands already featured include Viseart, Tatcha and Juliette Has A Gun.
The new initiative makes it easier for cosmetics fans to uncover some of Sephora's most impressive independent brands.
Trend Themes
1. Underrated Beauty Products - The trend of highlighting and promoting underrated beauty products presents opportunities for cosmetic companies to expand their offerings and reach a niche market.
2. Scouted by Sephora - The trend of featuring obscure beauty brands on the front of websites allows for discovering new and exciting cosmetics brands, creating opportunities for online retailers to differentiate themselves and drive sales.
3. Exploring Independent Brands - The trend of encouraging consumers to explore lesser-known, independent beauty brands provides opportunities for these indie companies to gain recognition, expand their customer base, and compete with more established brands.
Industry Implications
1. Cosmetics - The cosmetics industry can take advantage of the trend to highlight underrated beauty products by curating and promoting lesser-known brands, attracting customers looking for unique and alternative beauty options.
2. Online Retail - The trend of featuring obscure beauty brands on the front of websites presents opportunities for online retailers to showcase a diverse range of products, driving customer engagement and loyalty.
3. Indie Beauty - The trend of encouraging consumers to explore independent beauty brands creates opportunities for the indie beauty industry to gain exposure, increase market share, and challenge larger cosmetic competitors.
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