The brands that are the most successful at selling at Sephora are those that know the customer best. In Part 1 of this series, which offers highlights from The Benchmarking Company’s newly published annual “2015 PinkReport: The Sephora Shopper,” the consumer’s buying practices, habits and a handful of her purchase influencers were reported. This article delves […]
Sephora is the first place she goes to browse beauty products, according to 87% of women surveyed. She finds Sephora appealing, stylish, trendy and fun, and trusts that it carries only brands and products that work. She doesn’t think of Sephora as “grab and go.” Sephora is a magnet for women of all ages, but […]
Savvy beauty brands conduct research prior to launching SKUs or making major changes in many ways, with clinical research, online consumer studies and beauty product testing to name just a few. Increasingly, smart beauty brands are also including a tried-and-true qualitative method of testing before big changes: the focus group. Focus group testing for the beauty […]
Read about TBC in “Glittering Prize” about UV-protection products on page 76 of the September 2014 HAPPI Magazine.
BC is in both GCI Magazine and Skin, Inc.’s February 2015 issue: Her 2015 Beauty Wish List and the Brands that Rocked Her World in 2014.
When Who Moved My Cheese by Spencer Johnson was published in the late 1990s, the book was considered groundbreaking for its simple, yet powerful message. It is a parable in which four beings (two mice and two tiny humans) live in a maze and are suddenly faced with change: someone moved their cheese—cheese that they […]
Successful brands intimately understand their consumer. They know what turns “her” on (and off) and connect with her on an emotional level, and custom research can be your window into her world. It’s a tool for thorough understanding of consumer desires and purchase triggers, which allows brands to win loyalty and connect with her in […]
Walking the exhibit floor at Cosmoprof North America this year, I was struck by the enormity of nail polish offerings. It seemed every other exhibitor had vast racks of colorful, shimmering, glittery bottles on display. Lacquers and mattes, textures, gels… the styles, colors, treatments and tools were endless. Women cannot get enough of nail polish, evidenced by […]