The keys to making a relevant co-creation beauty brand
Case study with two executives on pros and cons when using beauty creators in every single aspect of the brand development. Plus: Save the date for the next Beauty Innovation Talks.
Coming together
Almost four years ago, Erasmus University Rotterdam published a study, titled “Revolutionizing Beauty Industry”: Co-Creation and Customer Engagement for Brand Image Development. ”In the beauty industry, consumer engagement as a tool to drive innovation and support image creation is relatively new and rarely utilized,” the authors wrote.
A lot has happened since and even though not everyone would agree on the word ’revolutionising’, it has clearly made a mark and become a major buzzword. And one thing remains the same. Just like in the Dutch study, the US brand Volition is shown as a good example of co-creation by two of the executives behind the brand-new co-created beauty label NOMMON. In the two-year process before launching the other week, they’ve caught up on various lessons learned which they share generously below. This includes a whole bunch of challenges:
— We have 11 profiles who want their input to be used, that we are listening to them, and that they see their insights are used in most of the steps we are taking in terms of creating products and brand work, says Ann-Sofie Kjellman.
They can also provide insights into advantages which would have been impossible to gain through a conventional influencer partnership. The entire trend, Henric Bernström explains, derives from a completely different one. And, in the future, the ”real” experts will be a part of similar co-creation processes, he predicts.
Enjoy!
SAVE THE DATE
Welcome to an afternoon of insights and panel discussions about science-backed beauty and the microbiome.
Grev Turegatan 30
Stockholm 22 November 2023
15.00—17.00
INSIGHTS
The keys to making a relevant co-creation beauty brand
By JOHAN MAGNUSSON
Time-consuming, slightly frustrating, and highly rewarding. Henric Bernström and Ann-Sofie Kjellman share lessons learned from the brand development process for NOMMON.
Two years ago, Cetes Cosmetics asked what to do with the growing trend of influencer marketing and influencer brands in cosmetics. In its research, the global supplier first looked at the current state on different continents.
— We could see that in the US, this has come pretty far — they have a head start versus other continents, says Henric Bernström, Marketing Director. You see a saturation in the market and the influencer brands are everywhere. I read an article about the fact that the consumer has reached a point in the US where they don’t even think it’s credible anymore. You can just take any famous person and develop a brand. Some companies are doing this in an almost industrial manner — they’ve perfected this process together with famous people and influencers.
— While the US didn’t offer that much of an opportunity, a lot of markets in Asia are still maturing as we speak. And in Europe, apart from Sweden, most of the markets are not that developed — even surprisingly underdeveloped. We saw that, for instance, one of the largest influencers, Nikkie de Jager in The Netherlands, got her own brand with six products 4-5 years ago. And she has 14 million followers. To be honest, the commercialisation of influencers has been slow in Europe. In Sweden, the pace has been much faster and you see quite many brands in the market, but we did see an opportunity in Europe.
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