As Trends in Beauty Highlight, Brand Value Is More than Skin Deep

How many times have you heard that this is the year that the “next big thing” will finally make it big? In each of the last 10 years following the introduction of the first iPhone, I’ve read countless headlines claiming that this is the year that mobile commerce is really going to take off. By our own forecasts, 60% of people shopped with their phones on Cyber Monday this past holiday season, up a full 10% in just one year. And over the last three years, Americans have doubled the amount of time they spend consuming content on their phones.
The trends that really matter seem to have a way of creeping up on you. They often simmer in the background for long periods, allowing you to get comfortable ignoring them while you chase what’s next. Then, by the time they really matter, it’s often too late. I can’t recall the number of times brands have asked me, “How do we not miss the next Greek yogurt, craft beer or almond milk?”
More than any other consumer industry, beauty and personal care are driven by trends. New trending ingredients, formulations, colors and brands come around every season. Walk into your average retail store and you’ll see this reflected on shelves. Here in the U.S., there are more products on shelf in the average cosmetics aisle than in any other category across fast-moving consumer goods (FMCG). Nielsen – Read more…