TBC in the News


Sep
28
2016

Tell Me How You Really Feel

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 bran

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Aug
31
2016

E.L.F. Turns Spotlight on its Biggest Fans

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 wh ...
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Jul
31
2016

3 Reasons To Be Personal With Your Pitch To Investors

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 ...
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Jun
30
2016

The Science Of Beauty: How To Make Your Scientific Brand A Winner With Consumers

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 ...
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Jun
29
2016

Happi Magazine

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 commis ...
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Jun
28
2016

GCI Magazine

In the summer, a beauty consumer’s fancy often turns to thoughts of what’s bright, fresh and fun, like sunny nail polishes, fruit-glazed lip glosses and beachy highlights, but they also turn to thoughts of more serious things, i.e.: sun safety. With awareness of UV light ind

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May
31
2016

Spray Technology

Suncare protection sales rose less than 4% in 2015, according to Information Resources, Inc. There were 86,447,681 aerosol sun care products filled in the U.S. in 2014; aluminum cans were the top choice for marketers at 85,113,803 with products in steel aerosol can numbering ...
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Apr
30
2016

Spray Technology

The U.S. prestige beauty industry reached $16 billion in 2015, a 7% increase over 2014 sales, according to global information company The NDP Group, Inc. Makeup experienced the healthiest sales growth (13%), while the fragrance category outperformed skin care for the first t ...
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May
31
2016

First Impressions & Packaging: Which Details Matter to Beauty Consumers and Which Don’t.

There’s no denying that designing packaging for your new beauty or skincare brand is one of the most exciting parts of the PD process. Which colors will you pick? What bottle shape and what weight of paper for the unit carton? Obviously all of these details add incrementally

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May
31
2016

Survey: What Women Want in Suncare

Canada may not hold the title of sunniest place in the world (that honor goes to Yuma, Arizona) but it's finally the time of year when customers look to stock up o UV protection. To better understand their behaviors and preferences, consumer research firm The Benchmarking Co ...
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May
31
2016

BW Confidential

TBC's Jenn Stansbury talks consumer claims in "Making the Sale," page 42, BW Confidential, May 2016
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Mar
31
2016

BW Confidential

Lip products are enjoying a boom says Urban Decay's Engrand, who predicts the category will continue to be popular in the coming year as brands bring out new innovations in textures and packaging. "Each year there are new things with lacquers, mattes, semi-mattes, powders, g ...
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