Brand strategies that are changing cosmetic industry for better

“You can choose, take the chance, and see the change.”

The global beauty industry contributes to a whopping ? billion dollars on an average annually.? global economy. The industry is propelling towards more significant success in the next few years, thanks to changing consumer scenarios, from simple everyday essentials like soaps and lotions to high-end fragrances and cosmetics.

Cosmetics have always been a part of our growing years, but what is it now that has evolved? Why are we switching? our choices from well known established brand names to newer entrees in the market?

The rise of awareness among the consumers

Gone are the days when a simple advert claiming a preposterous agenda could get away with it, and the consumers would purchase everything off the shelf. People are better educated and aware of compositions, which makes it difficult for brands to continue with the old practice unless their brand has nothing much to change or hide.

The perfect example of a brand that is yet to change anything about its composition is Boroline, an all-purpose Antiseptic cream by an Indian company named G.D Pharmaceuticals that has remained the same since its release in 1929. Its never-ending demand is not localized to India alone, which is a surprise.

On the other hand, Lakme Cosmetics has been another brand in India since 1952. However, with changing times, they modified and revamped their brands numerous times to retain their spot as one of the premium brands in the country. That's a consumer centric tactic and it works every time.

The conscious need for greener and cleaner alternatives.?

Did you know that rhinoceros horns and pangolin skin are some of the crucial contents used in traditional eastern medicines and cosmetics? Or the glimmer you see in the eyeshadows and lipstick tints are crushed fish scales?

Animal testing has always been the core of R&D in the cosmetics industry. Combined with the use of various controversial derivatives that came from animals, birds and fishes, it was already a ticking bomb.

As the awareness grew, the need to develop cleaner alternatives increased massively. Over the past decade, numerous brands have opted for animal cruelty-free products designed from plant extracts and other naturally available options.

Tags like “vegan” and “animal cruelty-free” draw more attention today than big brand names that are yet to change their ways.

Sustainable and economic choices with uncompromised quality

The ever-expanding beauty industry has numerous brands with the same functionality. For instance, a sunscreen of SP50 from Oriflame will have a similar composition ingredient as that of Neutrogena. While both brands are big names in the industry, consumers today would prefer choosing a cheaper alternative that works the same but is sustainable and devoid of additives.

From Tower 28 to Kjaer Weis, these brands are now the frontliners of the beauty industry, competing with bigwigs like MAC and Chanel.

The rise of product personalization?

Every face is unique, from skin type to complexion and hair texture and colour. A generic product may seem like a conventional choice we all opt for. However, it is no longer the same. Most consumers choose cosmetics and beauty products customized to suit their skin type the best. This enhances the user experience, thus garnering more sales and attention.

One of the recent most massively popular personalized beauty brands is SkinKraft, which curates every order individually based on the assessment of the consumer’s needs and requirements.?

Today, the beauty industry is far better regulated, and the Consumer Protection Act is more rigid than before. With more details about the products available for the users to know about, consumers better understand the product properties. Hence, it is impossible to manage a cosmetic brand in its older regime.

The evolution of the package design of beauty products

Consumers are drawn to products that are packaged well. After all, visual inspection is often the first pointer for any product. Good packaging design equates to good quality product, this simple analogy can be a contributing factor in differentiating between brands with similar products.?

From Glossier’s minimally designed packaging with light monochromatic backdrop to Nars Cosmetics vibrantly psychedelic dark and moody prints, these beauty brands caught the attention of the consumers with their refreshingly new package design alone.