Zachary Erdmann’s Post

Celebrity-Branded Products: Smart Strategy or Just Hype? Celebrity-branded products are everywhere—from Rihanna’s Fenty Beauty revolutionizing inclusivity in cosmetics to George Clooney’s billion-dollar tequila brand, Casamigos. But what separates the true success stories from the celebrity brands that quickly fizzle out? It comes down to authenticity and involvement. Successful celebrity brands, like Kylie Jenner's Kylie Cosmetics or Dwayne "The Rock" Johnson’s ZOA energy drinks, aren’t just about a famous name—they’re deeply aligned with the celebrity’s personal brand and values. These celebrities are often hands-on, lending credibility to the products and building trust with consumers. However, not all celebrity ventures succeed. Often, brands that rely solely on fame without clear product differentiation or real involvement from the celebrity end up losing momentum. Consumers today are savvy—they want more than a name on a label; they demand quality, transparency and authenticity. The real question is: Are celebrity brands sustainable long-term, or are they just short-lived marketing stunts? What’s your take—do celebrity brands offer true value, or is it more about hype and star power? Let’s discuss!

In 2024, the beauty industry's landscape continues to evolve rapidly, and rebranding alongside innovative packaging are proving to be game-changers in capturing consumer attention and loyalty. Today's consumers are not just buying products; they're investing in experiences and values. That's why visionary brands like Cantu are seizing the opportunity to refresh their image, redefine their values, and realign with the ever-evolving needs and desires of their audience. Honored to be part of an exclusive meeting with visionary entrepreneurs and the VP of Global Marketing for Cantu than entailed discussions delving into the rebranding journey and next-level strategies for impacting the beauty market. In 2024, it's about authenticity, sustainability, and innovation. And with creative, connection-driven packaging designs, brands are enhancing the overall consumer experience, fostering stronger emotional connections, and amplifying their reach in the digital age. #InnovationInBeauty #CantuReimagined #Cantu #marketing

The new CEW State of Beauty Report features insights from CreatorIQ on what makes a beauty brand a social media phenomenon. Find out what platforms matter most to customers, what recently acquired brands have in common and more at WWD: https://lnkd.in/gzTS4giR

Gen Z beauty brands are taking the feel-good factor of their products to another level, with a new wave of packaging that delivers more memorable and mindful experiences. Moving beyond dopamine dressing’s reign, brands are now focusing more on the play and interactivity aspect of a product to drive loyalty with Gen Z consumers, as Bubble, indu and Lottie London have found out. These are the brands putting the play back into beauty packaging and why...

Following up on this week's #WisdomWednesday about the importance of authenticity in branding, we want to share a compelling case study on Dove's "Real Beauty" campaign. This initiative set a benchmark for how brands can engage in genuine conversations and connect deeply with their audience by embracing realness over perfection. Dove challenged societal norms and redefined beauty standards, earning accolades and significantly impacting their brand's perception and success. The journey of the "Real Beauty" campaign highlights the transformative power of aligning brand values with societal values, creating a ripple effect of positive change. It's a testament to the fact that when brands lead with authenticity, they capture the hearts of their consumers and carve out a distinct, respected place in the market. #brandauthenticity #realbeauty #marketingstrategy #brandmessaging #realconnections

Great insight on the current landscape of beauty in retail ✨

Ulta Beauty’s CEO says beauty is cooling off. Should everyone panic? This is the question Rachel Brown asked me and a handful of other beauty thinkers last week. The general consensus from all 16 of us? Sure, at broader level there might be some caution from consumers (thanks high interest rates!) but generally speaking the industry will see growth in 2024. My favorite quote came from Rich Gersten at True Beauty Ventures who said: “Keep in mind that the beauty industry remains highly fragmented, so even as industry growth slows, you may not see the same at the smaller end of the market as newer indie brands have historically and consistently taken market share from larger legacy brands, and that should not change even in a softer market.” I 👏couldn’t 👏 agree 👏more 👏. So how can these brands continue to win? ➡️ It's imperative for beauty brands to enhance product differentiation both in terms of efficacy and positioning - Melissa R. Hibbért @ BrainTrust Founders Studio ➡️ Cash is the key at any point in a brand's lifecycle, but even more so when industry sales may be slowing down - Chris Hobson @ Rare Beauty Brands ➡️ Develop new products with unique, efficacious formulations, interesting yet functional packaging and/or eco-friendly options to attract consumers seeking innovation, value and sustainability - Elizabeth M. Lim @ Joyance Partners ➡️ Utilize events in store and build signature experiences for customers where they can try the products - Sonia Summers @ Beauty Barrage Check out Rachel's article linked below for some more thoughts from industry leaders Sarah Woelfel (CULT Capital), Thomas R. Winarick, Cedar Carter (The Good Patch), Elina Sofia Wang (ESW Beauty), Maggie Spicer, Carlos Timiraos (LAB & BENCH, LLC), Sarah Covill Broyd (Clarkston Consulting), Nora Schaper, richie rubin

THE ONE OPINION to read in this article is Sonia Summers and if it is a paywall I just copied and pasted what she wrote: This is relation to beauty slowing down because of the economy but as she brilliantly shares it's also about the slow down in the election year. If you're in beauty you should follow her. She's the most INCRED CEO and brilliant and generous and kind - attributes a CEO should always possess but rarely does! #GOGOGO #youvegotthis Beauty Barrage SONIA SUMMERS Founder and CEO, Beauty Barrage and The Beauty Strategy Group Every election year brings uncertainty, but I am hopeful that we won’t see a slowdown. Categories are cyclical in terms of growth, and here we go again, prestige skincare is rising, and makeup is slowing down a little. The way I see it is brands that win will be the ones who innovate. We all know that newness drives beauty. So, creating innovative products is the way to rise above the fray. Another way to keep growing is by making sure you utilize events in store and build signature experiences for customers where they can try the products, learn more about the technology or the ethos of the brand. Create fans! There is nothing worse than going into a store and being confused by 10 different skincare brands that contain niacinamide. Consumers need the human touch in store to help guide, educate and advise them. Brands with sales and educational support will also be more competitive.

❌ Unpopular opinion: 99% of beauty brands are solely focusing on product development. (DO NOT get me wrong, having a good product is critical if you want repeat purchases!) ↳ But what if they shifted their focus to building brand equity instead? By investing in branding and community building, they can create long-term value and loyalty among customers, even before the product hits the shelves. ↳ Having a good product is great. But, it's even better to have customers who know about your product & are willing to purchase it due to a strong emotional connection to it. ✅ Building brand equity early on will differentiate you from competitors and drive sustainable growth in the ever-so-crowded beauty industry.

Maybe it’s Maybelline? Or maybe it’s not. Dupe culture, as fuelled by social-media, is becoming more prominent than ever, as the demand for less expensive alternatives to brand-name products rises. A whopping 51% of UK consumers agree that the rising cost of living has increased their consideration to purchase dupes of their favourite products. What will this shift in consumer behaviour mean for your brand? See our latest report below, and discover how in a sea of clones, your brand can stand out and remain top choice. #Savanta #consumer #behaviour #dupes