Four Strategic Levers for Beauty Legacy Brands to Reignite Relevance in an Indie Brand World

four-beauty-leversThe facts are in: 2017 was not a good year for some of beauty’s mega brands. Industry icons like Cover Girl and Gillette, former and current Procter & Gamble brands, respectively, reported disappointing sales despite their usual big wallet marketing budgets. Noteworthy indie brands, such as Huda Beauty and Glossier, are realizing off-the-chart growth, with by comparison, change purse budgets. While the path forward does point to marketing budgets shifting to social media, as well as engaging with well-known (and often increasingly expensive) influencers, such as Michelle Phan, that approach may only partially help mega brands sustain if not regain their stature and relevance with consumers. Susan Babinsky, head of Kline’s CPG management consulting team, provides her point of view on four key strategic levers that mega brand leaders need to adopt in whole or in part to remain competitive. (more…)

Kline, Google, and IRI Weigh In on Data’s Escalating Importance to the Beauty Business

Driving the Beauty Industry Forward with Data
Driving the Beauty Industry Forward with Data
Image source: Personal Care Products Council

At the Personal Care Products Council annual meeting, Susan Babinsky, Senior Vice President of Kline’s Consumer Products and Life Sciences practice, moderated a panel session entitled “Driving the Beauty Industry Forward with Data”. The content and insights shared by the panel provided meeting attendees with insights on how they could take greater advantage of their own and third-party data sources to drive better business performance. Babinsky highlighted how clients are using Kline’s algorithm-based tool Amalgam Digital Beauty Monitor, which rates beauty products to understand who is winning in digital beauty. For instance, Ulta’s own automatic eyeliner brand is among the most recent winners. (more…)