The last time we caught up with The Benchmarking Company’s co-founders, Denise and Jenn, they were prepping for a speaking panel alongside QVC’s Ellen Lennon, Director of US Beauty; Eve Pearl of EVE PEARL Beauty and Doris Dalton of Doll 10 Beauty at Cosmoprof NorthAmerica. The topic: “TV Home Shopping Culture: Is your Brand Camera […]
With hundreds of beauty products singing their siren’s call to beauty consumers each time they stroll their favorite beauty aisle or log-onto to their preferred online shop, how can a brand expect to stand-out? Let’s take a closer look at the beauty consumer of 2016. She’s An Engaged Consumer Beauty consumers are very sophisticated consumers […]
The importance of packaging to any brand is well-known, but unfortunately, that doesn’t always prevent million dollar mistakes with primary and secondary units. To avoid these costly packaging missteps, it’s critical for brands to know what packaging elements consumers value before designs are submitted and bottles are filled. Here, a detailed look at the elements […]
In last month’s article, TBC took a close look at the evolution of focus groups, and how brands can use this powerful tool to gather critical qualitative data about their products. This month, we turn our attention to other half of this equation: in-home usage studies or beauty product testing groups (BPTs), which put your […]
Cocaine used to be God’s way of telling you that you have too much money. Now it’s SoulCycle and skin serums. Over the last decade “wellness” has become a luxury item and serums, which tend to mix health claims with beauty promises, have ridden the wellness wave with spectacular success. Serums are everywhere; a search […]
To move towards product launch with confidence, marketing teams need reliable consumer intelligence. Here at The Benchmarking Company, we are seeing brands turning back to the basics more and more to get this data—basics such as the time-tested focus group. A chance for brand managers and executives to literally see consumer reactions to their most […]
Anyone passing through the lobby of Hotel Vitale on a recent Saturday afternoon would have heard delighted shrieks coming from a conference room.What sounded like a taping of Oprah’s FavoriteThings onWinfrey’s former television show was actually a room full of young women who hailed from 42 different cities across 18 states, who had won a […]
There are a lot of dos and don’ts to keep track of when you pitch to investors—properly define the market opportunity, outline the problem/solution, demonstrate key revenue streams, etc.—but one element that often gets overlooked in favor of hard-hitting data is conveying a passion to solve the problem and confidence in the solution. “When money […]
Scientific innovations have come to the beauty aisle in a big way – particularly in the skincare category. From topical products to high-tech devices, today’s beauty brands are using scientific innovation to push the boundaries of skin health and well-being for consumers of all ages – and she can’t get enough. To capture and keep […]
François Nars had a vision. With a love for the South of France, the prestige makeup marketer wanted his Summer 2016 color cosmetics packages to create a fun, travel-inspired story set along the Côte d’Azur. So he approached fashion illustrator Konstantin Kakanias and commissioned him to create custom illustrations for the seasonal collection along with design […]