Video: New Rules for Marketing Beauty from Within
HMT President and Founder Peter Wennström recently presented “Breaking the beauty barrier: Marketing the right message to the right consumer” at the Cosmetics Design & NutraIngredients 2nd Beauty From Within Conference in Paris last week.
Here is a 14-minute video of the presentation.
Are we getting closer to finding the elixir of eternal youth?
Our Consultant Aurore de Monclin also attended the event and gave us her key observations on the conference and tips for marketing beauty from within.
Increasing demand to age gracefully… naturally
Ageing successfully is one of the biggest concerns of today and tomorrow’s consumer. A trend that is not slowing down, even in the midst of the global economic meltdown – say research firm Euromonitor International.
Natural or proven? On one hand, consumers want everything to be natural and sourced through a well balanced diet. On the other hand there is a growing demand for nutraceuticals and cosmeceuticals, with expectations of pharmaceutical grade results and efficacy. This was another key trend observed at the conference and could prove to be a great dilemma for category marketers. Can you credibly communicate both? If we target the right consumer, we might avoid the dilemma all together.
Emerging markets in Europe & North America
In Europe, scepticism remains one of the biggest barriers. The HMT innovation stakeholder model shows the need to start with the right message to the right target. While some consumers love embracing new concepts, others don’t want to change their daily routines. Don’t try and leap forward too quickly! Your consumer needs to be taken on that journey. The psychological profile of your target consumer needs careful attention to offer them the right brand benefit and story. The closer to YOUR consumer, the more successful you would be.
There is an overarching consumer need beyond aesthetics goals. Our insight has shown that beauty from within is “being happy with who you are”, “gaining more confidence and self-esteem” or “being loved”.
Beauty is a perception driven by deeper emotions of wellness and happiness. Therefore your brand needs to offer more that just a physical benefit, it needs to let the consumer see the real emotional rewards. That’s what we call benefit laddering at HMT. We use our proven FourFactors methodology to help clients getting the balance right between needs, ingredients, benefits & brand to develop the proposition that will instantly appeal to your consumer target.
From a quest to look eternally youthful to putting greater value in oneself inner personality shining through, we may have learn some lessons from Oscar Wilde and his provocative novel, the Picture of Dorian Gray…
Beauty from Within Insight Report
The HMT have created an insight report which covers a number of key topics and questions often asked in connection to this category.
Find out more about our exclusive report, and complementary webinar which will allow us to answer your questions as we go by clicking here!
Buy the Beauty from Within Insight Report here:
For more information, please visit the conference website by clicking here.