inStrategy Consulting’s Post

What if I told you that the “boring” stuff could be the secret to building an irresistible beauty brand? Brand consistency and cohesion might not sound thrilling, but they’re the magic that helps trust blossom and loyalty to lock in. In my latest article, I uncover the often-overlooked keys to becoming instantly recognizable and the nuances that can make beauty brands resonate more powerfully with their audience. Click here to read more: https://bit.ly/4fNbqCq #beauty #skincare #beautyindustry #beautybusiness

The Untapped Social Media Strategy That’s Boosting Salon Revenue: Are You Using It? Here’s a game-changer that many salons miss out on: Instagram Stories Highlights! 📲 Most salons focus on regular posts, but your Highlights section can be a goldmine for customer engagement. Picture this: You can create Highlights showcasing each of your unique services—haircuts, coloring, bridal makeovers, skincare routines. The best part? It’s a 24/7 ad that works while you sleep! 💤 Clients who check out your profile will know exactly what to expect from your services without scrolling endlessly. But here’s the kicker—highlight customer reviews and real-time transformations. People love seeing authenticity, and this could be the deciding factor in their booking. Want to take your salon’s social media game to the next level? [Discover more insider tips here! #SalonMarketing #SocialMediaStrategy #CustomerEngagement #BeautyBusiness #DigitalMarketingTips 4o

A strong value proposition can serve as a point of differentiation in a competitive landscape, helping brands carve out a distinct identity and attract a loyal customer base. By consistently delivering on their promises and staying true to their core values, makeup brands can foster trust and loyalty among consumers, turning them into brand advocates who champion their products to friends and followers. In essence, the power of brand value proposition in makeup lies in its ability to forge meaningful connections with consumers beyond the transactional exchange of goods. It's about creating a shared sense of purpose and belonging that transcends the boundaries of traditional marketing and fosters a community of like-minded individuals united by their love for beauty and self-expression. As consumers continue to demand more from the brands they support, the importance of a strong value proposition in makeup will only grow. By embracing authenticity, inclusivity, and sustainability, makeup brands can not only meet the evolving needs of their customers but also make a lasting impact on the industry as a whole. After all, beauty is more than skin deep – it's about the values we uphold and the stories we tell through the products we choose to adorn ourselves with.

@RMS creasted by a well known, seasoned "mature" makeup artist .... this is for me, what you are missing. Bravo @merit beauty for recognizing the niche and opportunity to build revenue and loyal "mature" customer base with clean modern beauty... "Merit’s brand director. “It goes back to the reason for being for the brand. … [It] came from this insight that, for adult shoppers who were used to a luxury feeling, [there was a lack of] products that felt elevated and that spoke to her. Katherine [Power] felt like these heritage luxury brands didn’t have the updated ‘clean’ formulas she was looking for. Everything else felt really young and focused on the Gen-Z consumer.” Powers herself is “in that older millennial, younger Gen-X window that is routinely ignored by the beauty industry other, than [when it comes to] anti-aging specific products,” Krooss said.Merit is not the only beauty brand targeting Gen X. Beauty brands like Iris & Romeo, Bobbi Brown’s Jones Road and Trinny London have all successfully reached this demographic. According to data from Circana, those over the age of 45 represent the biggest market share in prestige beauty. They currently spend about $10.38 billion on the category, and it is their fastest-growing category in terms of spend. Merit launched in 2021, and in 2023, the brand’s sales exceeded $100 million, a brand rep told Glossy. It is sold at Sephora and on its own website. In its marketing materials, Merit typically features a certain kind of woman: chic, understated and decidedly fashion-forward. On Thursday, the brand launched “Ginger,” a new shade of its Satin Signature Lipstick with a campaign featuring 83-year-old longtime Vogue creative director Grace Coddington. Merit CMO Aila Morin told Glossy that Coddington has been on the brand’s mood board since before the brand launched." https://lnkd.in/gy9qxwxT

🌟 𝗛𝗼𝘄 𝗙𝗲𝗻𝘁𝘆 𝗕𝗲𝗮𝘂𝘁𝘆 𝗥𝗲𝗱𝗲𝗳𝗶𝗻𝗲𝗱 𝗕𝗲𝗮𝘂𝘁𝘆 𝗦𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝘀💄 Rihanna didn’t just launch Fenty Beauty; she redefined what it means to lead with purpose in business. Here’s how Fenty became more than just a makeup brand—it became a movement. 🔴 𝗜𝗻𝗰𝗹𝘂𝘀𝗶𝘃𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗥𝗮𝗻𝗴𝗲: Fenty Beauty shattered norms by offering 40 foundation shades at launch, setting a new standard for diversity in beauty. This wasn’t just makeup—it was a movement for representation. 🔴 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Fenty redefined beauty marketing with bold, authentic campaigns featuring real people from diverse backgrounds. It wasn’t about perfection; it was about celebrating individuality. 🔴 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆-𝗗𝗿𝗶𝘃𝗲𝗻 𝗩𝗶𝘀𝗶𝗼𝗻: Rihanna emphasized listening to her audience, understanding their needs, and addressing gaps in the market. It wasn’t just about selling a product; it was about solving a problem. 🔴 𝗥𝗶𝗵𝗮𝗻𝗻𝗮'𝘀 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Her presence and genuine involvement in the brand made customers feel valued and connected. Fenty isn’t just a business—it's an extension of her mission to uplift others. 💡 𝗧𝗵𝗲 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: When you combine inclusivity with innovation and back it up with a deep understanding of your audience, you don’t just succeed—you revolutionize an industry. ------ ✨𝘓𝘦𝘵 𝘍𝘦𝘯𝘵𝘺'𝘴 𝘴𝘵𝘰𝘳𝘺 𝘪𝘯𝘴𝘱𝘪𝘳𝘦 𝘺𝘰𝘶 𝘵𝘰 𝘳𝘦𝘵𝘩𝘪𝘯𝘬 𝘩𝘰𝘸 𝘺𝘰𝘶𝘳 𝘣𝘳𝘢𝘯𝘥 𝘤𝘢𝘯 𝘭𝘦𝘢𝘥 𝘸𝘪𝘵𝘩 𝘱𝘶𝘳𝘱𝘰𝘴𝘦 𝘢𝘯𝘥 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯. 📌 Follow Shalima Rahman for more insights into marketing strategies, brand innovation, and success stories that inspire action. Let’s grow together! *Video Credit: Respective owner(s) #FentyBeauty #MarketingRevolution #InclusivityMatters #BrandInnovation #CustomerConnection #BusinessGrowth #LinkedInLearning #ContentMarketing #InspirationForCreators

The Makeup Wars: How Fenty Beauty Conquered Instagram and Maybelline Faltered 🌟The world of makeup is full of big brands, but in recent years, we've seen a fascinating success story and transformation. Let's analyze the makeup battle between Fenty Beauty and Maybelline. ✔Maybelline: The established name that got left behind Maybelline is a well-established company in the makeup world, with a long history of providing affordable products. However, over time, their marketing became stale and out of touch. They relied on the same print ads and traditional celebrities, and failed to engage with the shift to social media platforms. 🌟Maybelline's Challenge: The rise of social media, especially Instagram, changed the game. Suddenly, consumers were looking for brands that were more interactive and authentic. It was too late for Maybelline to change their strategy quickly enough. ✔Fenty Beauty: The power of diversity and innovation Fenty Beauty, founded by global icon Rihanna, entered the scene with a bang. They focused on inclusive diversity in makeup shades to suit all skin tones, something big brands had not focused on before. Rihanna also leveraged her power on Instagram to promote the products in a way that was both relatable and authentic. 🌟Fenty Beauty's Success: Fenty Beauty's inclusive and interactive strategy on Instagram resonated with a new generation of beauty-conscious consumers. The ads showcasing diverse skin tones and high-quality products made a huge splash. 📍The Takeaway: This story teaches us that today's consumers value diversity, innovation, and authenticity. A big brand name is no longer enough to earn customer loyalty. At Elevate, we help businesses like yours develop modern and effective marketing strategies on social media platforms like Instagram. We'll help you reach your target audience in a genuine and impactful way. So let's get in touch TODAY🌟 #Elevate #buisnessdevelopment #marketing

How well do you relate yourself to brands? Identity in marketing is like a brand's personality - it's what makes it unique and recognizable. Think of it as the traits, values, and vibes that a brand wants you to associate with it, like its logo, colors, and overall message. Brand attachment, on the other hand, is the deep emotional connection you feel towards a brand. It's like when you find a brand you love and stick with it through thick and thin, almost like a trusted friend. Brand personality plays a crucial role in shaping how consumers perceive and interact with a brand. It's like the brand's unique character or persona that influences how people feel about it. Just like individuals, brands can have traits like being friendly, adventurous, sophisticated, or down-to-earth. These traits help consumers relate to the brand on a personal level and can influence their purchasing decisions. Consumer journey with M-A-C Mac’s visual identity is an exploration of self-expression and beauty. The brand has always been praised for its quality, diversity and services and built a strong brand reputation. Due to its strong brand identity a lot of consumers became strong advocates for the brand, adding it permanently to their makeup collection. At 16, I found myself discovering new possibilities in high school. When I looked around I felt a surge of anticipation through my vein that cusped womanhood. My level of curiosity has always been skyrocketing and in those moments the three bold letters M-A-C spoke to me sitting on a shelf in a nearby mall. With this thought in mind, the deep emotional connection with the brand resonates in the below imagery that I created. “Floating with confidence, thanks to my favorite M-A-C lipstick.” MAC Cosmetics Collaborative effort with Priya Baid #Beauty #BrandIdentity #Loyalty #CustomerJourney #SelfExpression #BeautyCommunity #BrandPersonality #EmotionalConnection #MakeupMagic #BrandExperience #MidJourney

Data from NIQ reveals that by the end of 2023, celebrity beauty brand sales soared by 57.8%, outpacing the overall beauty category's 11.1% growth. Despite there usually being an initial attraction and buzz around newly launched celebrity beauty lines, consumers are increasingly savvy and having a famous founder is not an automatic key to success. Celebrities like Rihanna with Fenty Beauty, Selena Gomez with Rare Beauty, and Hailey Bieber with rhode skin have found success by capitalising on a niche at the right time. In cosmetics, we are seeing the rise of makeup artist led brands in lieu of celebrity founders. Katie Jane Hughes with her loyal fanbase has amassed great engagement with the launch of her makeup brand. Danessa Myricks Beauty, Sculpted by Aimee and Made by Mitchell are also on the brink of mass market recognition in this category. "The benefit of being an artistry-based brand is that knowledge lends itself to activities such as masterclasses, tutorials and Q&As, either in real life or digitally" says Fiona Glen, Director of Projects at The Red Tree. The celebrity and makeup artist founders can also leverage their communities in an active and considered way in order to ensure their brand is truly catering to their audience. "Ask your community what kind of products they like, give them early access to the products that they’re launching. This will help to mean that the products launched will be in line with consumers expectations. Take your community on the journey with you.” - Fiona Glen, The Red Tree. Follow us for more beauty industry insights. #BeautyIndustry #CelebrityBrands #CelebrityCulture #Cecred

This deep dive into how the beauty industry and the way that makeup brands are born has changed over the past decade that I didn't know I needed 🙌 It's a stitch to a video about Kylie Jenner's brand from The Lipstick Lesbians (beauty product educators/experts/developers with decades of experience) on TikTok but it explains perfectly the way that social media and DTC changed the way that brands and products were created and marketed - and whether that would even be possible today. 🤌 It also addresses the difficulties beauty brands face when they go from being a founder-owned and led brand to one owned by a corporation. A must watch if you're interested in the dynamics of the changing beauty industry. 👇 Original video link here: https://lnkd.in/eNtx56-4 #beauty #makeup #cosmetics #beautybrand #beautyindustry #dtc #marketing