Peer-to-Peer Beauty Brands in the U.S

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Part
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Skincare Trends: Part 1

Supercharged SPF, anti-pollution, and natural ingredients are the major skincare trends in the US. These trends are influenced by younger generations. Startups and large brands are taking note of the consumer demand and adjusting accordingly.

Supercharged SPF

Anti-Pollution

Natural Ingredients

Research Strategy

Our research was able to provide insights into skincare trends. Our analysis of various media sites and industry reports revealed that most of the trends presented were future predictions for 2020. Some trends that were presented by industry reports were not publicly available as they were behind paywalls. One such report is titled Skin Care in the US. This report provides the key supply-side trends, demand trends, five-year market trends, and key industry trends. This research presents trends that have been identified across various sources or those that have been supported by industry thought leaders.

It is important to note that most of these trends are driven by younger consumers. Although we were unable to support each trend with demographic insights, it is important to note that these trends are driven by younger audiences. Specifically, millennials are the greatest influence to many of the current and emerging skincare trends.
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Part
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Skincare Trends: Part 2

Sustainability, gender neutrality, and microbiome movement are the major skincare trends in the US. These trends are influenced by younger generations. Startups and large brands are taking note of the consumer demand and adjusting accordingly.

Sustainability

Gender Neutrality

Microbiome Movement

Research Strategy

Our research was able to provide insights into skincare trends. Our analysis of various media sites and industry reports revealed that most of the trends presented were future predictions for 2020. Some trends that were presented by industry reports were not publicly available as they were behind paywalls. One such report is titled Skin Care in the US. This report provides the key supply-side trends, demand trends, five-year market trends, and key industry trends. This research presents trends that have been identified across various sources or those that have been supported by industry thought leaders.

It is important to note that most of these trends are driven by younger consumers. Although we were unable to support each trend with demographic insights, it is important to note that these trends are driven by younger audiences. Specifically, millennials are the greatest influence to many of the current and emerging skincare trends.
Part
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Part
03

Partnerships: Beauty Brands & Worthy Causes

This research has identified three brands that have partnered with various charities/organizations. Valuing companies that give back is a millennial trend that brands have adopted when targeting this generation. These brands include Louis Vuitton, Brandless, and Garnier.

Louis Vuitton and RED

  • Louis Vuitton has partnered with the AIDS charity, RED. This brand donates to the Global Fund that fights HIV/AIDS. According to the CEO, this company’s fight is noble. In his statement, he describes it as a courageous fight that should concern all of us.
  • The Louis Vuitton|RED candle costs $185, starting on October 9. For each candle sold, this brand is able to donate enough life-saving medication to last a patient 300 days.
  • RED partners with various brands to raise funds for HIV/AIDS patients. RED donates toward medication and support programs for patients. This company runs various programs on a global scale.

Brandless and Feeding America

  • This online beauty retailer targets millennials by offering low prices and great packaging. It also aims at making a difference in the world by contributing one meal for every purchase made by partnering with Feeding America's Give Back program.
  • A participation in any of the promotions organized by the partnership will include additional meals.
    • Brandless Day ran from October to December 2019. Between 12:00 a.m. PST and 11:59 p.m. PST, a donation equivalent to three meals was donated to Feeding America for every purchase made on the third day of each month.
    • Additionally, any subscription-based purchases between October to December 2019, two meals were donated. Any gift cards purchased in the same period will also result in a donation equivalent to five meals.
  • This brand defines itself as the “Procter & Gamble for Millennials,” because it taps into trends that matter to this generation. As an online-first platform, it offers a high level of convenience and its partnership with Feeding America makes them feel like they are making a difference without changing their busy schedule.

Garnier and GoodPlanet

Research Strategy

Beauty brands are venturing into partnerships with NGOs and charity organizations to attract Millennials as they value a brand that has a giving-back culture.
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Part
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Beauty Brands: Influencer Marketing

This research provides insights into MAC and NYX as brands that have utilized influencer marketing to capture its target market and increase its sales. These influencers share their content on social media platforms. 80% of fashion, luxury, and cosmetic brands have activated influencer marketing campaigns with budgets projected to keep increasing.

MAC

Social Media Influencers

  • This ambassador program is a partnership with 12 individuals. MAC's partnership with them allows each of them to create their own packaging and select their own color palette. They also promote their customized MAC Maker Lipstick.
  • MAC is famous for its long-lasting lipsticks and full coverage foundation. To keep this brand fresh, influencer marketing is utilized. One such campaign involved influencers who created their own unique shades.

Key Platform and Content

NYX

Social Media Influencers

Key Platform and Content

  • This brand has 14.5 million followers, as of April 2020. In 2019, NYX's Instagram page had over 13.6 million followers. With over 2.4 million mentions on YouTube, it is one of the most talked about brand on the platform.
  • This brand invites influencers to key events to ensure that a positive relationship is maintained. Their marketing efforts have been described as 0% traditional media and 100% organic content.
  • One example of an influencer marketing campaign was their "Halloween DC Comics Contest." To kick-start the campaign that featured five female and one male influencers and included a sweepstakes' promotion, NYX partnered with Warner Bros. The Halloween DIY makeup message aimed at capturing the large makeup tutorials audience and the demand for products during the Halloween period.

Research Strategy

Our research team was able to provide insights into two major brands that have used social media influencers to promote their various products. We have observed how the dominant platforms have been critical in these efforts. In our research, based on the campaign activation, we have noted that the content for both brands were user-generated. Each influencer would have creative freedom as they maintain the overall theme. In these campaigns, the beauty brands are at the fore-front.
Sources
Sources