Consumer product claims testing has become an imperative part of forward-thinking brands’ pre-product launch or claims validation process. In addition to predicting in-market success and providing valuable efficacy insights, claims testing is increasingly being used as a valuable risk mitigation tool. Consumers and Governments are Watching Brands that use consumer experiences to validate product benefits […]
When it comes to packaging, it’s easy to think that your concepts are going to win with consumers. But in today’s highly competitive beauty marketplace, it’s not enough to think you have a good packaging concept – you have to know. Before one cap is bought, one unit carton printed or one teaspoon of bulk […]
Constructive criticism: No one really enjoys hearing it, yet from time to time, it seems everyone can benefit from a bit of gentle critique—including beauty brands. And one place where this sort-of critique can be most beneficial is with your packaging. To help you ensure your packaging is fully optimized and meeting the needs and […]
In 2016, women are anything but nonchalant about the products in their makeup bags. Nearly half (49%) intended to start off the new year by tossing old, worn out products and replacing them with new options, noted Jennifer Stansbury, co-founder and managing partner, The Benchmarking Company. Also, 36% of women specifically intend for those replacements to […]
Mother nature is having a moment with nourishing botanicals like argan oil, echinacea and aloe vera. Today almost half of women ages 30 to 60 use natural and organic skin care products, according to a study conducted by The Benchmarking Company. Many derms support this clean skin movement. “In a world where we’re exposed to […]
The at-home beauty device market grew 14% in 2014, according to a Kline & Co. LED-enabled products with price points between $30 and $500 have helped the category build mass appeal, including with wearable mask devices. Now, Colette Courtion, founder and CEO of Joylux, is looking to drive the technology into the female personal care […]
When you know what your clients’ beauty goals are, you can ensure that they are getting a satisfactory experience and that you are not missing out on the chance to offer them solutions (ie: services). The Benchmarking Company, a consumer research firm with a focus on beauty, shared with us the results of a survey […]
We’re “happy” that happi chose to put TBC’s New Year’s Resolution BBTN front and center in their January issue!
The marriage of great package design and compelling messaging is a must in an ever-growing beauty and personal care market, but which messages resonate most with buyers? When we think of packaging we think of form and function, aesthetics and practicality. We design the package to best fit and deliver the contents in a way […]
Selling at Sephora can mean prestige, worldwide awareness and the possibility of an amazing future for a beauty company. But, of course, getting in the door is the first mission the brand must accomplish. The Benchmarking Company asked industry consultants and brands that successfully sell at Sephora about the dos and don’ts of presenting a line to […]