What if we played the market?

Child, I spent hours playing at the grocery store with my sisters. To prepare the shelves, clean the tomatoes, green beans, oranges and then put them away … vegetables on one side, fruits on another. I loved my shelves to be clean and well ordered. Everything in its place by a clear logic.

Years later … at the end of several very recent appointments with French and UK retailers, I say, finally, we should all continue to play the market!

Emerging cosmetic brands creators that I meet arrive with lots of ideas on their concept, product formulas and the ingredients they want to use. They have spent time on the internet for market surveys, finding numbers that will convince bankers and preparing good visual presentations. But, among them, who did tour the distribution? Spending time at departement stores and perfumeries to identify the logic of each retailer? To understand how products are displayed? To listen to the beauty consultants sales pitch? To decide on what the best location should be? To finalize their brand unique catch phrase? To work on the merchandising? Very little in the end. Some of them end up thinking that if they won their bank agreement, completed formulas and packaging, their brand is ready to be launched.

And then I meet, in consulting, many of these young creators who enquire about distribution while their brand concept is finalized … But should we not think about it from the beginning? What is my brand universe? With whom do I want my brand to be displayed? How? How will beauty consultants talk about my brand? What should be the price level? How will I support the sell out? Who will visit the doors? Who will train and promote my brand on the floor?

These questions are the ones that the distribution will ask. Because when a young creator thinks concept / market survey / formulas / orders (sell in), a buyer thinks location / merchandising / point of difference / resale (sell out). The buyer will wonder : where shall I put this new niche brand? How will it differentiate itself from others? Is its story strong enough to speak for itself? Is the product understandable without outside help? Am I right to buy this new emerging brand? What kind of turnover can it achieve?

Playing the market is integrating the distribution from the start in one’s reflection of brand creation in order to maximize opportunities to find adequate retailers. It will not do all the job because then we will need to work on brand sell out and that will be the beginning of another exciting adventure. But it will be at least a good start.

Then, what if we played the market? At Mission Beauté, we love that game ! Read the rest of this entry »

In the heart of the beauty capital of the world, Cosmeeting is a major trade exhibition for showcasing brands that are making news, the ultimate temple for professionals in search of exclusivity.

With over 19,000 visitors in 2009, including 28% from overseas, and more than 500 exhibitors, it is a point of reference for the world over.

The highlight of this great beauty rendezvous – Zoom (the platform for emerging brands) and the annual Beauty Challenger Awards competition, celebrate innovation and originality by awarding prizes to the most promising beauty brands.

Opening doors to success, Zoom and Beauty Challenger Awards competition symbolize the recognition of a jury consisting of international personalities from the world of distribution, French and foreign, the media, websites … who are very aware of the market and its expectations.

Many of the brands that are now well-known started at Zoom: Les Cinq Mondes, Erborian, YesforLOV, Aïny, Doux Me, Garancia, Crazy Libellule and the Poppies, Dr. NV Perricone, Go Smile, Juliette has a gun, Teo Cabanel, The Different Company, and others.

Zoom and the Beauty Challenger Awards competition is a one-of-a-kind opportunity and guarantee that your products will be previewed by a jury consisting of all the major players in distribution and media,.

Dreaming of starting your own beauty brand or perfume?

Do you wish they attracted the attention of key buyers and evaluated by distributor networks and beauty editors of the most influential magazines?

If so, do not hesitate – join the Beauty Challenger Awards competition (closing date 15 May 2010).

Zoom … is your quickest path to success.

Wish you all success with your entry!

Valérie Vanier

The new year is already in full swing. Consumers and beauty business confidence is rising. It seems that people believe 2010 will be better than 2009. So what are the beauty trends that we have to look at in this new year?

Mintel predicts that ‘simpler products’ with lighter formulations and simple packaging have a bright future ahead. This is a reversal from previous years where very complicated ingredients were introduced to make the product sound more scientific. Simplification is also in line with the ‘natural and green’ trend. Consumers believe in ‘less is better.’ It also implies that products need to be easier to understand what benefits they deliverer to consumers. Have a look at Pomarium Sérum Elixir Concentré: one ingredient used from ‘top to toe’, one efficient base line – anti-ageing performance- clearly stated on the packaging.

Following from this is a further trend for convenience. Colour-coding or colour-blocking of product packaging helps the consumer to quickly find the right product for them in the crowded distribution. Just think of Bi Mat Cay mini balms with one colour for one action. Soon, Bi Mat Cay consumers will only have to ask for the pink balm or the green one. Convenience is also driving online beauty sales due to availability of search capabilities, price comparison and easy access of product information. Aïny serum ‘D’un Luxe miraculeux” has seen its sales zooming on the internet following a TV show and a great internet PR clipping.

The final trend called out by Mintel is multi-purpose products to appeal to a broader audience. An example is the men’s range introduced by 66°30 that clearly emphasize multi-purpose and multi-function products with a clear coding on the packaging.

What kind of interesting combinations could you think of for your products? How are you moving in your 2010 projects ? Get in touch, we will be happy to help and advise. At Mission Beauté, 2010 is also our challenge and we want to help you make it great !

We wish a wonderful 2010 to all creative and bold emerging brand creators.

Valérie Vanier

Source: www.latestinbeauty.com - www.mintel.com