Category upstarts are seeing explosive growth by first tapping the social platform in the race to reach millennial consumers.
In the past few years, mobile has risen to become the most dominant form of media consumption. With this change in consumer behavior, platforms like Google, Facebook and Instagram have grown into virtual monopolies. This shift has not only affected consumers, it has also changed retail and the way smart marketers approach commerce. Nowhere is this more apparent than in the beauty category.
Long dominated by well established legacy brands, a new phenomenon has risen—direct-to-consumer indie beauty brands. And their secret weapon is mastering all things digital.
Let’s examine why these new beauty disruptors are growing so quickly when traditional beauty companies are all seeing soft to negative year-over-year organic sales growth.
The power of the platform
It’s clear that Instagram has replaced the magazine rack as the dominant platform for discovering, engaging with and buying beauty products.
This story is from the March 5, 2018 edition of ADWEEK.
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This story is from the March 5, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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