David Jenkins’ Post

View profile for David Jenkins, graphic

Founder | CEO | Marie Ernst®

The beauty market is not just booming; it's a realm where innovation intersects with iconic branding. Ever wondered how leading iconic brands like Dove or GHD obtained their massive market share, while maintaining their dominance in product categories, enjoying an almost "unfair" competitive edge and unique 'moat' that has lasted for decades? Through my research and observation, I found a common denominator emerges: IP protection, specifically patents, safeguarding their innovations allowing them to outpace their competitors. Click here to see our clear points of defensible differentiation and a unique unfair advantage. https://lnkd.in/gBj_vtET Dove patented its Beauty Bar in 1950, redefining skincare standards. LUSH patented their Shampoo Bar in 1989, transforming hair care with a pioneering approach. L'Oréal patented their synthetic hair dye in 1907, launching their journey to becoming a global powerhouse. Gillette patented their safety razor in 1904, setting a precedent in personal grooming. ghd (Good Hair Day) patented their groundbreaking hair straighteners 2001, quickly ascending to the apex of hairstyling tools. Dyson patented their hair dryer in 2016, and despite its hefty price, they’ve cultivated a dedicated customer base, showcasing how patents can drive innovation, revenue, and growth across diverse industries. These patents granted brands exclusive rights to dominate their markets, shielding them from direct competition until the patents lapsed. This window of exclusivity allowed them to establish a stronghold, positioning themselves as market leaders long before facing replicas or similar products from competitors. Combining the strengths of both versions, here’s a harmonized revision that captures the strategic essence and the foresight behind the use of US patents at Marie Ernst: At Marie Ernst®, our defensible points of differentiation and our unique competitive advantage are firmly rooted in our US Patents. This was a strategic decision I made from the very beginning. When I launched Marie Ernst®, investing in securing US patents was prioritized as a foundation for long-term growth. I chose this over quick customer acquisition through online advertising. Opting for patent protection was my deliberate strategy to shield our innovations from being duplicated by larger competitors who could potentially offer the same product at a lower price point, thereby enticing away our customers. This foresight to leverage IP protection not only sets Marie Ernst® apart in a competitive marketplace but also underscores our dedication to innovation and excellence. It reflects our commitment to sustainable growth by securing a niche for our products, well-protected from the direct competition, ensuring that Marie Ernst® continues to thrive on innovation and customer loyalty.

To view or add a comment, sign in

Explore topics