Cosmetics employ tough branding to attract a different consumer set
Implications - Branding messages in cosmetics skew towards traditionally gentle and smooth conceptions of beauty, whether those products are for men or women. Brands that incorporate rough and raw imagery appeal to both male and female consumers who view their cosmetics purchases as rugged and utilitarian rather than soft and beautiful. This reversal ultimately expands the consumer base for the industry as a whole, rewarding brands with the willingness to flip their traditional ideals.
Workshop Question - From a demographic perspective, what consumer group is furthest from your current target? How could you flip your brand image to appeal to this new group?
Trend Themes
1. Rugged Beauty - Cosmetic brands are flipping their traditional ideals towards more rough and raw imagery that appeal to both male and female consumers who view their cosmetics purchases as rugged and utilitarian rather than soft and beautiful.
2. Pop-culture-inspired Makeup - Cosmetics collections that feature references to pop-culture, including TV shows, video games, and superheroes, attract Millennials, who are more experiential when it comes to their beauty related purchases and preferences.
3. Beer-based Beauty Products - Cosmetics brands are using beer in their products due to the claimed benefits that include vitamin B, trace elements, and minerals that significantly support skin regeneration and boost its resistance to adverse environmental effects.
Industry Implications
1. Cosmetics - Beauty brands can incorporate more rugged and raw imagery in their products to attract male and female consumers, who view their cosmetics purchases as utilitarian rather than soft and beautiful.
2. Pop-culture - Brands can leverage popular TV shows, video games, and superheroes in their cosmetics collections to attract Millennials who are more experiential in their beauty related purchases and preferences.
3. Food and Beverage - Cosmetics brands can use food and beverage-related ingredients, such as beer, in their products, due to its claimed benefits of skin regeneration and resilience against adverse environmental effects that pique consumer interest.
