How to grow a brand in challenging times
Beauty executives Eva Da Pozzo and Mark Wood share the most important factors on how it can even be turned into opportunities. Plus: Insights from Natural Beauty Show.
IN THIS ISSUE
INSIGHTS: How to grow a brand when our day-to-day excess money to spend on products is reducing
NEWS: Molecular recycling helps beauty brands reach a more circular packaging
PODCAST: Voices from Natural Beauty Show
Room for growth
This week, I went to the unveiling of Spotify Wrapped, the annual campaign which gathers data on what every single one of the more than 574 million active users has liked — and what we played the most altogether. In challenging times like this, it’s actually quite often that I relate to the Swedish streaming giant. Spotify launched on October 7, 2008 — less than a month after the largest commercial collapse in history when financial giant Lehman Brothers filed for bankruptcy. The timing could have been better. Yet, it’s now the world’s most popular audio-streaming subscription service and always serves as a good example whenever Sweden prides itself as a tech-savvy, progressive nation.
My point here is that challenging times can be turned into opportunities. (It’s not a coincidence that branding experts urge their clients to put in extra effort and investments in times of recession). This opinion was underscored by Povilas Sugintas, Senior Consultant Beauty & Fashion at Euromonitor International, when he took the stage for a seminar during Natural Beauty Show in Malmö two weeks ago. Afterwards, I asked him to sit down and share his insights. You can now hear them in the latest episode of our weekly podcast (begins at 25.15).
A similar mindset is shared by Eva Da Pozzo and Mark Wood, executives at global beauty company Future Cosmetics and its K-beauty-inspired brand Skin Generics. If you know how you play your cards right, now is the time for growth, they state. After reading their insights, I dare to say that you’re well underway to better understand how.
That’s it! Until next week!
Molecular recycling helps beauty brands reach a more circular packaging
Using raw materials like carpets, the solution can offer an alternative to, for instance, traditional glass serum bottles.
PODCAST
A report from Natural Beauty Show
In episode 17, season 6 of our weekly podcast show on how technology is transforming the creative industries, we share our insights from recent industry gatherings in Sweden: Borås Textile Days & Natural Beauty Show (12 minutes into the episode).
WORLD VIEW
A briefing on innovations in the global beauty industry
BeautyMatter: 2023's biggest innovations in beauty
iTechnoLabs: The Science of Beauty: Sephora’s Innovative Skincare Solutions
INSIGHTS
How to grow a brand when our day-to-day excess money is reducing
By JOHAN MAGNUSSON
For Future Cosmetics, the timing for the launch of K-beauty-inspired brand Skin Generics couldn’t have been better. Executives Eva Da Pozzo and Mark Wood share the most important factors to be able to create an even stronger brand — also in challenging times.
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