"More than 4,000 new beauty brands launch globally every year. Consumer attention is more fragmented and more expensive to capture than ever before. Yet, some brands manage to cut through decisively, such as Rhode, which sold for $1 billion."
"In a study with primarily Gen-Z participants, 82 percent said they discover new brands on TikTok, while only three percent cited traditional media. Product benefits ranked No. 1 in importance when choosing a new brand."
"Brands that fail often do so not because of their product, but due to poor execution on strategic drivers like community, content, creative, and culture. Understanding how these levers interact is crucial."
Over 4,000 new beauty brands launch globally each year, but only a few succeed due to effective execution on community, content, creative, and culture. Consumer preferences have shifted, with 82% of Gen-Z discovering brands on TikTok. Product efficacy is the top priority for consumers, while brand purpose is less important. Brands must authentically engage with consumers and leverage their community to thrive in a competitive landscape. The rise of mobile-first social commerce and democratized marketing is reshaping brand strategies.
Read at Inc
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