Beauty’s wellness focus is supporting customers beyond their skincare conundrums – such as by helping shoppers stock the medicine cabinet, and championing trans consumers. We highlight the US beauty brands to watch from New York’s 2018 Decoded Future Summit (November 2).
- Inclusive Colour Cosmetics: Cosmetics brand Fluide positions itself as an ally for the LGBTQ community by highlighting trans models in its marketing campaigns.“We champion exploratory make-up and avoid the stigma that usually comes with [beauty],” said Isabella Giancarlo, co-founder and creative director. For more on Fluide, see our Brief post Men Embrace Genderless Beauty.
- Medicine Cabinet Makeover: Start-up Public Goodsupdates bathroom essentials with a streamlined aesthetic intended to appeal to today’s self-care consumers (see 10 Wellbeing Trends to Watch). All-natural staples like soap, shampoo and toothbrushes come in low-profile black-and-white packages, designed to provide a calming home environment. “We spend a lot of time designing our homes – then fill them with garish products from the drugstore,” said founder Morgan Hirsh.
- Seasonal Skincare: Tapping into concepts from our report Selling Cyclical Beauty, natural skincare brand Apto schedules new product releases to align with the seasons. By acknowledging how the weather impacts skincare concerns and ingredient availability, the brand builds ‘act now’ desirability into its limited-edition capsule collections. Founder Marta Cros suggested that this seasonal strategy also educates consumers about the perishable ingredients that differentiate natural skincare.
- Money-Minded Multitaskers: Looking to overcome clean beauty’s expensive reputation, skincare company Captain Blankenship launched a lower-priced capsule collection for American retailer Target in early 2018. To ensure shoppers could afford an entirely clean skincare routine, the brand developed five double-duty products, such as a dry shampoo that also functions as a salt styling spray. “You should be able to read the ingredient list as if it was a loaf of bread,” commented founder Jana Blankenship.
For more insights from Decoded Future, see our report on the 2018 NYC Summit.