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Italy Proposes Discounts On Food And Toiletries With Plastic-Free Packaging

October 11, 2019: 12:00 AM EST
As part of its efforts to become a sustainable leader, Italy is reviewing proposals that would offer discounts on food and toiletry products that do not have plastic packaging. Some commentators talk of a 20% discount on goods that are plastic-free, which would likely have a significant impact on consumer spending patterns and force suppliers to make changes. The proposals are part of a broader range of measures that include offering public transport season tickets to people who stop using their cars, mopeds or scooters, investment in electric and hybrid school buses and an urban reforestation plan.[Image Credit: © kytrangho from Pixabay]
Jane Dalton, "Italy proposes price cuts on plastic-free food and toiletries", Independent.co.uk, October 11, 2019, © Independent Digital News and Media Ltd.
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Biodegradable Monodose Capsules Could Make Beauty Products More Sustainable, Effective

October 9, 2019: 12:00 AM EST
Single-dose capsules are seeming to be a more sustainable way to deliver some beauty products and also a way to ensure they are more effective. Various beauty companies are launching monodose capsules and some commentators believe they could help the industry become more sustainable. 

Single-use capsules have been around at least since Elizabeth Arden’s Ceramide Capsules some 30 years ago. Recent innovations center on biodegradable and even vegan casings. Elizabeth Arden has released various capsule-based products and this year launched Vitamin C Ceramide Capsules Radiance Renewal Serum, the capsules for which are vegetable- and mineral-based and dissolve in water.


One upside of capsules is that by preventing exposure to air, capsules can ensure each dose is more effective. [Image Credit: © Jukka Niittymaa from Pixabay]
Megan McIntyre, "Beauty Product 'Capsules' May Be the Cutting Edge of Sustainable Skin-Care Innovation", Fashionista, October 09, 2019, © Breaking Media, Inc.
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Paperboard Alternative To Plastic Cosmetics Tubes Coming To Market

October 8, 2019: 12:00 AM EST
Stora Enso, a Finland-based company, has developed a packaging solution that could replace plastic tubes for cosmetics with a paperboard alternative. The material is a coated, grease-resistant paperboard that can reduce plastic use in tube bodies by 70%, and it’s working on a bio-composite replacement for plastic caps and tube shoulders. Henna Paakkonen-Alvim, vice president of innovation for the company’s Consumer Board division has called the technology a “super, super exciting new alternative” and the company is hoping to collaborate with cosmetics and personal care brands, as well as companies producing tubes for these categories.

https://www.cosmeticsdesign-europe.com/Article/2019/10/08/Paperboard-packaging-promising-sustainable-alternative-for-cosmetic-brands


Separately, L'Oréal has developed a tube for cosmetics in which plastic is mostly replaced by “a bio-based and certified paper-like material”. The company and its partner, Albéa will assess the solution for environmental impact using Life Cycle Analysis. A launch is planned in the back half of next year. L'Oréal says the collaboration is part of its pledge to improve the environmental or social impact of its entire packaging portfolio by the end of 2020. [Image Credit: © L’Oréal]
"Paperboard ‘super exciting’ alternative in plastic-dominated cosmetic space: Developer", L’Oréal , October 08, 2019, © L’Oréal
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PureCycle Technologies Is Recycling Polypropylene At Scale

September 26, 2019: 12:00 AM EST
Only 3% of polypropylene is recycled in the US, but that might soon change. It’s currently difficult to recycle, and its use as recycled content is limited, but John Layman, a Procter & gamble chemist, has been working on a way to purify it at a molecular level. The result, he claims, is clear and nontoxic pellets, with no odor, which can be turned into bottles that use a fraction of the energy needed for virgin polypropylene. P&G has licensed the technology via a startup called PureCycle Technologies, which ran the process at commercial scale in July this year. The company has signed deals with a number of manufacturers, including Nestlé and L’Oréal, as well as P&G, and has presold over 20 years of output from the capacity of its first plant. It aims to rollout the technology elsewhere in the US, and also Europe. The plant has been able to successfully recycle polypropylene used in almost every application, with the focus currently on recycling the polypropylene from old carpets.[Image Credit: © Monfocus from Pixabay]
Emily Chasan, "There’s Finally a Way to Recycle the Plastic in Shampoo and Yogurt Packaging ", MSN, September 26, 2019, © Bloomberg L.P.
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The OPRL Recycling Label Scheme In The UK Adds P&G To Its List Of Partners

September 25, 2019: 12:00 AM EST
Procter & Gamble in the UK has joined the On-Pack Recycling Label (OPRL) Scheme, during UK Recycle Week. The company said that the scheme provides consumers with “simple, consistent and recognizable recycling guidance”, and that it’s a “significant milestone” in its ‘Ambition 2030’ initiative aimed at reaching 100% of product packaging that is recyclable or reusable. P&G’s senior communications manager, Scott Popham, said that company research shows that on-pack guidance is the most important piece of recycling information for consumers, and they are looking for consistent advice. OPRL research found that 84% of consumers look at packaging for advice on recycling, but 54% throw at least one recyclable item in the trash every day. Launched in 2009, the OPRL scheme now covers over 600 brands across various sectors.[Image Credit: © Procter & Gamble]
"Procter & Gamble joins OPRL Scheme", Letsrecycle.com, September 25, 2019, © Environment Media Group Ltd
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Sustainable Skincare Brand Maiiro To Put Spotlight on Greenwashing Brands

September 12, 2019: 12:00 AM EST
UK-based sustainable skincare brand Maiiro has launched a new campaign that takes aim at what it sees as greenwashing by many of its competitors. Its aim is to put pressure on those brands to step up their plastic reduction programs, and to encourage consumers to be more aware of the impact of their purchases. The campaign, which Maiiro calls ‘Pack of Lies’, aims to be an information hub on the way in which brands are greenwashing. It will also give tips on how consumers can better recycle plastic. Maiiro has launched as petition too, to push for legislation to improve transparency in brands’ plastic reduction efforts. [Image Credit: © Maiiro]
Olivia Atkins, "Maiiro launches new campaign to tackle beauty industry's plastic problem", The Drum Network, September 12, 2019, © Carnyx Group Ltd
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Kimberly-Clark Outlines Its Efforts To Reduce Plastics Use

August 17, 2019: 12:00 AM EST
Kimberly-Clark’s global sustainability lead for products and packaging, Daniel Locke, discussed the company’s Sustainability 2022 strategy, launched in 2016. The goals included diverting 150,000 metric tonnes of waste materials from landfill by recycling or upcycling, without specifying composition of the waste. Locke said that the company used to focus on packaging efficiency and light-weighting but, although that remains a laudable aim, it is moving to making it more recyclable, degradable or reusable. The company has not yet issued a specific “multi-pronged plastics strategy”, but it has created a dedicated UK Plastics Pact team in the UK, tasked with finding non-recyclable packaging and developing formats that are lightweight and made from recyclable plastics or alternative materials. In the UK, it’s scaling its ‘RightCycle’ scheme, launched in the US in 2011, that enables business clients to recycle disposable hygiene products, such as gloves and shoe covers, into inflexible plastic items, like plant pots. The effort to improve recyclability is being matched by on-pack messaging to help consumers better recycle. But, Locke argues, recyclability isn’t enough, and a circular economy will also need other options, such as refills and reuse. It recently launched its first refillable product, for its Huggies wet wipes. [Image Credit: © Shirley Hirst from Pixabay]
"Inside Kimberly-Clark's plastics packaging strategy", edie newsroom, August 17, 2019, © Faversham House Ltd
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Unilever Japan To Use Recycled Plastic For New Products

August 16, 2019: 12:00 AM EST
Unilever Japan announced that, for new products, instead of using virgin PET it will start using 95% recycled plastic packaging in the second half of 2019 and 100% recycled plastic by the end of 2020. It will start with new products from three brands Lux, Dove and Clear. The move is part of the company’s focus on LBN-P (Less / Better / No-Plastic) as a way “deplasticize,” and part of the company’s broader goal to make 100% of its plastic packaging reusable, recyclable or compostable by 2025, and to ensure at least 25% of plastic used comes from recycled sources. Unilever said the effort excludes plastic that is currently technically difficult to convert due to additives such as colorants.[Image Credit: © Unilever]
"Unilever Japan to shift all packaging to 100% recycled plastic by end 2020", Unilever , August 16, 2019, © Unilever
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P&G Rethinking Brands Around Power Of Purpose

August 5, 2019: 12:00 AM EST
In April, P&G announced its “Ambition 2030” goals that would “enable and inspire positive impact on the environment and society.” As part of this effort, the company set out its “Brand 2030” criteria that outline actions brands can take to become a “force for good and force for growth.” In an August interview with Forbes, P&G's Chief Sustainability Officer Virginie Helias, gave some details, saying the process starts with the brand defining its specific ambition: “What is their social or environmental commitment that they are going to choose? It needs to be measurable, it needs to authentically fit with the brand equity so there is no ‘greenwashing,’ and it needs to be brought to life with tangible acts.”

Actions are built around this brand ambition, with innovation to change packaging, communication to promote responsible consumption and reductions in the environmental impact across the supply chain. Helias gives Herbal Essences as an example. It defined its ambition as ‘enabling people to experience the positive power of nature and protect biodiversity,’ which guided the brand to secure a partnership with and endorsement from Kew Botanical Gardens, a global authority on plants. In another illustration, Head & Shoulders built a bottle from recycled beach plastic, a move that inspired even sustainability skeptics and caused the brand to change its equity color from white to gray to reflect the color of recycled plastic. Helias says this was a “brilliant, consumer-friendly idea and people wanted to be part of this, making it exciting and cool."[Image Credit: © Procter & Gamble]
Afdhel Aziz, "The Power Of Purpose: How Virginie Helias And P&G Are Making Sustainability 'Irresistible'", Forbes Media , August 05, 2019, © Forbes Media LLC
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Henkel Shares Easyd4r, A Software Tool For Evaluating Recyclability Of Packaging

July 30, 2019: 12:00 AM EST
Henkel is making available for download a tool it developed to quickly assess the recyclability of packaging. It’s intended to be used during the early stages of packaging development and help guide developers to more sustainable solutions. It holds data about packaging material drawn from Plastics Recyclers Europe and Henkel says it’s used throughout the company.  Independent tests by Fraunhofer Institute for Environmental, Safety and Energy Technology UMSICHT affirmed the tool’s accuracy. Henkel says it’s been well received and German drugstore chain dm-drogerie markt has set EasyD4R as a standard for all its suppliers. It can be downloaded here: https://www.henkel.com/sustainability/sustainable-packaging/easyd4r[Image Credit: © Henkel AG & Co. KGaA]
"Henkel shares software tool for evaluating the recyclability of packaging", Henkel , July 30, 2019, © Henkel AG & Co. KGaA
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Ireland Aims To Be The First EU Member To Ban Microbeads In Cleaners

July 21, 2019: 12:00 AM EST
New legislation introduced in Ireland’s lower house, the Dáil, means the country will, if the bill is passed, be the first in the EU to ban the use of plastic microbeads in household and industrial cleaners. The Microbeads Prohibition Bill would make it an offence to produce or sell such products, mostly used in soaps, shower gels and facial scrubs. They can also be found in some toothpaste and abrasive cleaners. It will include products that are rinsed or washed off down a drain but excludes “leave-on” or “wear-off” products. The bill will pass to committee stage to discuss amendments.[Image Credit: © ID 955169 from Pixabay.com]
Marie O'Halloran, "Ireland to be first EU country to ban plastic microbeads in cleaners, Dáil told", THE IRISH TIMES, July 21, 2019, © THE IRISH TIMES
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A New First In Recyclable Toothpaste Tubes From Colgate

July 11, 2019: 12:00 AM EST
Colgate-Palmolive announced a recyclable toothpaste tube that has been recognized by the Association of Plastic Recyclers. The company says it’s the first of its kind and represents over five years of work, and will be introduced through the Tom’s of Maine brand in the US next year, with a broader rollout to follow. The company has a 2025 target for 100% recyclable tubes as part of its 100% recyclable packaging commitment. Toothpaste tubes are typically made from a laminate of plastic sheets, often incorporating an aluminum layer. Colgate’s recyclable tube uses widely-recycled high-density polyethylene (HDPE). The plastic is rigid and not generally suited to ultra-thin laminate sheets, but the company’s packaging engineers found they could use different HDPE grade combinations to meet requirements. Although Colgate has got approval for the tube from the APR, it will also need to secure similar approval for other parts of the world. [Image Credit: © Colgate-Palmolive Company]
"Colgate’s Recyclable Tube First to be Recognized by Association of Plastic Recyclers", Colgate-Palmolive , July 11, 2019, © Colgate-Palmolive Company
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L’Oréal Takes A Stake In Carbios

June 26, 2019: 12:00 AM EST

Carbios, a French company focusing on enzymatic bioprocesses to improve the lifecycle of plastics, has received investment from L’Oréal, through its recently-launched BOLD Business Opportunities for L’Oréal Development corporate venture capital fund. Carbios is developing technology to recycle a broader range of PET plastics and polyester fibers to create virgin-quality PET. Other companies in the Consortium include Nestlé Waters, PepsiCo and Suntory Beverage & Food Europe. [Image Credit: © CARBIOS]
"L’Oréal invests in biotech through a minority stake in Carbios", L’Oréal , June 26, 2019, © L’Oréal
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Personal Care Startup By Humankind Offers Refillable Options For Your Bathroom

June 25, 2019: 12:00 AM EST

New York-based By Humankind, a personal care direct-to-consumer subscription startup, is looking to reduce its use of plastic by introducing refillable products, including a shampoo, deodorant and mouthwash. The refillable containers come with a lifetime guarantee, but can also be recycled. The company calls the refills “"kindfills", which are in pods made from biodegradable paper and shipped in envelopes made from recycled material. The shampoo (solid bar) and mouthwash (tablets) are heavily concentrated to reduce packaging. The deodorant is available unscented or with eucalyptus.[Image Credit: © By Humankind, Inc]
"By Humankind wants to banish single-use plastic from your bathroom", Dezeen, June 25, 2019, © Dezeen Limited
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P&G Is Looking To Lead Sustainability In The Consumer Goods Arena

June 21, 2019: 12:00 AM EST
Procter & Gamble is aiming to raise its profile as a standard bearer for corporate sustainability, led by its CEO, David Taylor. Last year, he and P&G co-founded the Alliance to End Plastic Waste, a coalition aiming to invest $1.5 billion in appropriate schemes. He has also elevated the role of vice president of sustainability to chief sustainability officer and led the launch of a program called Ambition 2030, which aims to link creating value for shareholders and consumers with a positive impact on the environment and society, to develop P&G as a force for good and growth together. Ambition 2030 will help drive the transition of packaging for its major brands to be 100% recyclable or reusable, introduce more sustainable innovations, and develop other environment-focused initiatives.[Image Credit: © Procter & Gamble]
Dale Buss, "P&G CEO Taylor Embraces Sustainability Thinking in C-Suite and Beyond", Chief Executive, June 21, 2019, © ChiefExecutive.net
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Fitness And Oral Care Companies Partner To Provide Holistic Health And Beauty Solution

January 23, 2019: 12:00 AM EST
Orangetheory Fitness, a group-based fitness and coaching business, has entered a strategic partnership with byte, a company offering an invisible dental alignment system for use at home and sold direct-to-consumer. The owner of Orangetheory Fitness, Paul Marcus, said the partnership will allow the company to provide its members with “another avenue toward achieving a holistic approach to health and beauty”. Dr. Marashi of byte said the partnership creates “a one-stop shop for their members to achieve their personal best.”[Image Credit: © Ultimate Fitness Group]
"Leading Direct-to-Consumer Dental Aligner Brand, byte, Partners with Orangetheory Fitness to Offer Members Convenient Access to Dental Care", January 23, 2019, © Vocus PRW Holdings, LLC.
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Lush To Open Naked Concept Store In Manchester, UK

January 11, 2019: 12:00 AM EST


Direct-to-consumer cosmetics and personal care retailer Lush is to open its first dedicated ‘Naked’ concept store in January, in the UK city of Manchester, selling products free of plastic packaging. There is also a new app, Lush Lens, providing product demos and information. On the same day, Lush will launch a new skin care line of oils, cleaners and eye mask, to be available worldwide. [Image Credit: © Lush Retail Ltd]
Becky Bargh, "Lush expands its ‘Naked’ concept with further store rollout", Cosmetics Business, January 11, 2019, © HPCi Media
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Skinny Tan To Launch In 1300 Boots Stores

January 10, 2019: 12:00 AM EST

InnovaDerma PLC, the company behind the direct-to-consumer Skinny Tan brand of tanning products, has changed the way it tries to engage consumers on Facebook, and has extended its social reach to other platforms, including Instagram. The company says these actions are working, leading to good growth in revenue. Skinny Tan is being expanded offline, with distribution in over 1,300 Boots stores in the UK starting some time in February or March. [Image Credit: © InnovaDerma]
Ian Lyall, "InnovaDerma says direct-to-consumer tweaks are working as it gears up for landmark Boots launch", Proactive Investors, January 10, 2019, © Proactive Investors
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Neutrogena To Showcase MaskID™ At CES 2019

January 4, 2019: 12:00 AM EST
Neutrogena is using the Consumer Electronics Showcase (CES) to debut the Neutrogena MaskiD™, a new personalized skincare solution using a 3D-printed sheet mask. The user takes a selfie on a smartphone with a 3D camera to generate a 3D map of the face. Personalized data in the Neutrogena Skin 360™ system assesses the skin care needs and what ingredients would be best. Finally, the ingredients are printed onto the customized mask using a proprietary 3D-printing system in the areas where they are needed most. It will be sold exclusively on Neutrogena.com in the US later this year. [Image Credit: © Johnson & Johnson Services, Inc.]
"Neutrogena® Introduces Neutrogena MaskiD™, a Personalized 3D Printed Sheet Mask", PRNewswire , January 04, 2019, © PR Newswire Association LLC
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Clark’s Botanicals Is Beefing Up Its Online D2C Channel

January 4, 2019: 12:00 AM EST
Clark’s Botanicals, a natural beauty brand, is looking to intensify its online presence with a new website and product rebranding. Founder Francesco Clark says the brand must create a “better sense of community”, and that means direct-to-consumer communication. It sells through partners, including Amazon, Space NK, and QVC, but online sales were up 250 per cent last year. It expects direct sales to double this year, with the site accounting for over two-thirds of total sales. Its parent company, Glansaol, filed for Chapter 11 bankruptcy at the end of 2018 and sold its assets to AS Beauty, with the deal expected to close early this year. Clark said that consumer conversion and engagement is predominantly through social media, and it’s trialing a new YouTube channel featuring Clark, with guest appearances from a makeup artist and a blogger. In November, Clark was interviewed by Gayle King on “CBS This Morning.” It resulted in significant sales growth, selling out of some of its “hero” products. The new site will include a chatbot, and Clark will host live videos of him answering customer questions. Clark also highlighted consumer loyalty. Most of its 2018 sales were repeat purchases, and most of its consumers are in the 30-50 years age range. [Image Credit: © Clark's Botanicals]
Priya Rao, "How Clark’s Botanicals is going after direct-to-consumer sales", Glossy, January 04, 2019, © Digiday Media
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Harry’s Is Another Brand That Has Extended Its Reach Beyond D2C

January 3, 2019: 12:00 AM EST
The Harry’s grooming brand is just one of many personal care and beauty brands that are expanding beyond their online direct-to-consumer origins to move into physical retail. It is now available in mass retail, in chains such as Target and Walmart. At the New York Retail Innovation Week event, people from Harry’s will talk about how it builds consumer loyalty through quality and convenience. In an interview, VP of marketing, Lorna Peters, said Harry’s is using the omnichannel approach now to reach men wherever they prefer to shop, and that includes mass retail. Harry’s is vertically integrated. It owns the blade factory in Eisfeld, Germany, which gives the company more control over its supply chain. Harry’s has also focused on maintaining clear communications with its customers, which is the main reason for its launch through the D2C channel, and Peters said the company has been able to learn a lot about the values men have. [Image Credit: © Harry's, Inc]
Catherine Ollinger, "NYRIW Preview: Men’s Grooming Brand Harry’s On Maintaining A Consumer-Centric Approach", PSFK, January 03, 2019, © PSFK LLC
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Haus Beauty From Lady Gaga Looks Set For Launch, Possibly Later This Year

January 2, 2019: 12:00 AM EST



With very little fanfare, it seems likely that Lady Gaga will soon launch her own make-up brand. She has received approval for a trademark application for Haus Beauty, and the brand’s website appeared over the holiday period, displaying a single black page with a facility for visitors to enter their email address. Business Insider reported that entering an email address has yet to lead to any new information.[Image Credit: © https://www.ladygaga.com/]
Georgina Caldwell, "Are the rumors confirmed? Lady Gaga debuts website for Haus Beauty brand", Global Cosmetics News, January 02, 2019, © Global Cosmetics Media Limited
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How Andrew Dudum Aims To Build Hims And Hers Into A $20 Billion Wellness Powerhouse

December 28, 2018: 12:00 AM EST
The Hims male wellness brand, launched at the end of 2017, offers products to address conditions such as erectile dysfunction and baldness, with customers answering questions on the site so a physician can approve the sale of prescription products. Following three funding rounds that have raised nearly $100 million, it has expanded into female wellness, with the Hers brand, which offers prescribed products for birth control, loss of libido and hair loss. The founder and CEO, Andrew Dudum, said he is aiming to simplify healthcare. In its first week, the company took $1 million, and has grown rapidly from there. He believes he is building towards $10-20 billion a year in the next few years rather than a D2C brand to be acquired by a large CPG player, and says that the key to building a long-term sustainable business is to ensure its financials are “incredible” very quickly, to diversify in revenue and customers, and to develop a loyal following that will last.[Image Credit: © HIMS]
Hilary Milnes, "How Hims founder Andrew Dudum plans to build a $20 billion business", Digiday, December 28, 2018, © Digiday
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The Honey Pot Company Founder Reveals How She Aims To Build The Brand Through Multi-Channel

December 28, 2018: 12:00 AM EST
Beatrice Feliu-Espada, founder of The Honey Pot Company, aims to alter how women shop for feminine care products, and says they are not luxuries but a human right. The products are sold online, direct-to-consumer, and in Target and Whole Foods, as well as on Amazon. She says that important elements include product assortment and innovation. The products are all-natural, free from chemicals, sulfates, parabens and carcinogens, but contain herbs, essential oils and nutraceuticals. The range includes pads and tampons, as well as washes and wipes, sprays and lubricants. Coming soon is a CBD-infused pain salve for menstrual cramps. Other key elements are brand awareness and diversified distribution. In an interview with Forbes, Feliu-Espada said that consumers are becoming smarter and understand better how the products they consume affect their bodies. She also believes that multi-channel is the right approach, but says that she wants the company to become big and believes that means meeting the customers wherever they shop. [Image Credit: © THE HONEY POT CO]
Shani Syphrett, "How This Feminine Care Entrepreneur And Advocate Tackles Multichannel Retail", Forbes, December 28, 2018, © Forbes Media LLC
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Kerotin Hair Care Brand Receives Backing from Virtù Equity For Expansion

December 21, 2018: 12:00 AM EST
Canada-based direct-to-consumer haircare brand Kerotin announced an investment from Miami-based private equity firm Virtù Equity. A new board will include a Virtù Equity partner, Marcos Fabio Lopes, as the new president. The brand was launched two years ago. China will become its first major target outside English-speaking markets.[Image Credit: © Kerotin Hair Care]
"Virtù Equity Partners to Enter Joint Venture With Kerotin Hair Care Products", PR Newswire, December 21, 2018, © PR Newswire Association LLC
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D2C Brands Closing The Search Volume Gap To Big Brands In The UK

December 21, 2018: 12:00 AM EST
A Google search trends study for the UK found direct-to-consumer brands lagged larger brands in search interest last year, but some are closing the gap. Gillette had double the searches of Dollar Shave Club in 2018, according to the study commissioned by Marketing Week. Searches for DSC grew by over 430 percent, and but searches for Gillette fell 2 percent. Huel, a meal replacement drink brand, saw about two-thirds of the search volume of established rival SlimFast, and its UK search volumes grew 92 percent in the year. The top fastest-growing D2C brands for search volumes in 2018 were Dollar Shave Club, Brushbox (403 percent), Huel, Glossier (85 percent) and Simply Cook (45 percent).  [Image Credit: © Dollar Shave Club]
Michael Barnett , "Interest in direct-to-consumer brands lags big rivals – but maybe not for long", Marketing Week, December 21, 2018, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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Moondust Hair Wash, A New Powder Shampoo, To Be Sold D2C

December 21, 2018: 12:00 AM EST
Travel is to get easier with a powder shampoo that can be rehydrated when needed. Kailey Bradt’s company OWA has secured $200,000 in funding to launch Moondust Hair Wash. The shampoo contains no water and is also free of artificial coloring, parabens, sulphates and silicones, and has no fragrance. OWA has also developed a water-free hair mask and styling lotion. Moondust Hair Wash should be available soon direct-to-consumer.[Image Credit: © OWA Haircare, Inc.]
"Powder shampoo can be rehydrated with water", Springwise, December 21, 2018, © Springwise
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The Decision To Sell D2C Requires Consideration Of Many Moving Parts

December 19, 2018: 12:00 AM EST
An article in Supply Chain Quarterly looks at the potential benefits and pitfalls in direct-to-consumer sales for CPG companies. D2C startups have managed to disrupt the traditional oligopolistic market structure in CPG. Large established companies have been cautious about adopting D2C as a channel, but they have been catching up. The pitfalls include potential damage to traditional relationships with retailers and losing high-value shelf-space developed and paid for over many years. D2C sales may cannibalize traditional retail sales, and the move to D2C also involves a significant cultural shift and investment in new distribution networks. Potential benefits include better access to the consumer and their preferences, and it enables the brand to better control its image online. However, the choice doesn’t need to be binary. An omnichannel approach can allow brands to leverage the advantages of both channels. Selling D2C, however, will have involve significant supply chain challenges, which will impact product design and manufacturing – including designing products that will attract consumers without them being able to touch the goods. Companies will have to balance the attractiveness of packaging with the cost and space implications. Developments in D2C, such as product customization and personalization, have created their own challenges for manufacturers. Logistics is another area to consider. Companies like Amazon have raised consumer expectations of next-day, or even same-day, delivery, and Amazon Prime has focused consumer attention on delivery charges. The “last mile” issue is also complex, and some brands are using click-and-collect services, in-store or at collection points, to overcome it, but some consumers will still expect door-to-door delivery, which may require precise time slot deliveries. [Image Credit: © CSCSMP's Supply Chain Quarterly]
Gurram Gopal and Albert Fabregat , "Delivering on "direct to consumer" in the CPG industry", Supply Chain , December 19, 2018, © CSCMP's Supply Chain Quarterly, a publication of Supply Chain Media, LLC.
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Ilia Beauty Gets Investment From Silas Capital To Help Grow Online D2C Sales

December 17, 2018: 12:00 AM EST
Ilia Beauty is receiving investment from Silas Capital to help it develop direct-to-consumer sales. The clean makeup brand initially focused on lip products but has since introduced True Skin Serum Foundation and Limitless Lash Mascara. The brand claims to use organic and natural bases, but also includes synthetics to deliver product performance aims. The terms of the deal were not made public. Brand sales are thought to have doubled in each of the last three years, and 2018 sales are estimated at $20 million. In the spring, it will launch True Skin Radiant Priming Serum, and will also introduce True Skin Serum Concealer. Later in the year, it will expand beyond cream-based formulations to gel-bases, and launch more eye products. The brand is sold in some 40 Sephora stores, as well as in a number of other outlets, including Detox Market, Bluemercury and Space NK. It plans to gain distribution in more mainstream beauty retailers and expects distribution in some 500 stores globally by the end of 2019, and it now wants to develop its online D2C business.[Image Credit: © ILIA Beauty]
Allison Collins , "Clean Makeup Brand Ilia Beauty Secures Investment From Silas Capital", Women’s Wear Daily, December 17, 2018, © Penske Media Corporation
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Shopify Aims To Offer A One-Stop Shop For D2C Brands

December 13, 2018: 12:00 AM EST

Shopify, the e-commerce platform underpinning thousands of direct-to-consumer sites, is projecting 2018 sales of over $1 billion. It continues to develop its marketing services and aims to be a one-stop shop. It is moving into paid media, launching a service that enables merchants to run and track campaigns on Google and Facebook. It offers an alternative for brands wary of relying on Amazon, but it cannot currently match the traffic generated by Amazon, which also can handle the merchants’ warehousing and shipping needs. Shopify has developed a point-of-sale platform that enables it to extend its relationship with any brands that are seeking to open physical outlets.[Image Credit: © Shopify Inc.]
Lauren Johnson, "Shopify wants to become the 'back office' for direct-to-consumer brands' ad budgets and marketing", Business Insider, December 13, 2018, © Insider Inc
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Procter & Gamble To Acquire Walker & Co.

December 12, 2018: 12:00 AM EST
Walker & Company Brands, which makes health and beauty products for people of color, announced it will be acquired by Procter & Gamble for an undisclosed amount. The company’s brands include grooming line Bevel, targeting men with coarse or curly hair, and FORM Beauty, a hair care line for women with textured hair. The brands are primarily sold direct-to-consumer, but Bevel can also be found in Target stores, and Sephora stocks Form Beauty products. Bevel has taken a different approach to marketing Dollar Shave Club, relying less on paid media and more on social-media and word-of-mouth. P&G says it wants to learn about how Walker builds and uses authentic connections, and Walker aims to leverage P&G's expertise in developing, distributing and marketing products, and how to build the brand internationally. [Image Credit: © Walker & Company Brands]
Jack Neff, "Procter & Gamble buys Walker & Co.", Advertising Age, December 12, 2018, © Crain Communications
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Showfields Is A New Retail Concept For Digital Native Brands

December 12, 2018: 12:00 AM EST
A New York City concept store has opened, providing physical space for a number of digitally-native direct-to-consumer brands. Showfields is something of a hybrid store – more than just a pop-up, but not necessarily permanent. It will accommodate brands including Function of Beauty, Nuria and Quip, and offers a space for influencers to showcase products for a month at a time. The brands will be there until March, and possibly beyond, occupying the first floor. Three additional floors will art exhibitions and event space. Showfields is planning opening a similar store in another city in 2019, with a target of 100 locations in 10 years. [Image Credit: © www.showfields.com]
Claire McCormack, "New Retail Concept Showfields Unveils Downtown New York Destination For Digitally Native Brands", Beauty Independent, December 12, 2018, © Indie Beauty Media Group LLC
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Ukrainian Startup Has Developed A Disposable Toothbrush Based on Paper

December 10, 2018: 12:00 AM EST


Effa, a Ukrainian company, is producing toothbrushes with a paper body covered by a nano-layer of PLA, a cornstarch-based polymer. The head is also made from PLA, and the bristles from nylon mixed with castor oil. The packaging is water-soluble. Effa is looking to develop a range of everyday goods that are more environmentally-friendly, targeting hotels, airlines and prisons. [Image Credit: © Effa Corp.]
"Disposable toothbrush is made from paper", Springwise, December 10, 2018, © Springwise
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Marcia Kilgore’s Latest Startup, Beauty Pie

December 8, 2018: 12:00 AM EST
Serial entrepreneur Marcia Kilgore has been talking about her fifth startup, Beauty Pie, following on from Bliss, Soap & Glory, FitFlop and Soaper Duper, some of which she has since exited, including selling Soap & Glory to UK retailer Boots, and a majority stake in Bliss to LVMH. Beauty Pie is a members’ club in the UK for buyers of leading luxury beauty products without asking them to pay normal retailer markups. Kilgore said that the consumer’s best interests are lost as soon as companies try to wring a bit more margin from each transaction. She said Beauty Pie wants to avoid this and deliver the best possible products at the price the brand pays for it. The revenue comes from the memberships, and she doesn’t believe that high prices for beauty items are justified simply because of celebrity endorsements. [Image Credit: © Beauty Pie LTD]
Tiffany Young, "Marcia Kilgore, Founder Of Beauty Pie, On Disrupting Everyone From Estée Lauder To Glossier", Forbes Media, December 08, 2018, © Forbes Media LLC
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Venus Launches Limited Edition Razor In Partnership With Remi Cruz

December 7, 2018: 12:00 AM EST


Gillette Venus has teamed up with Remi Cruz, an entrepreneur and YouTube personality, for the launch of a limited-edition razor. The Venus x Remi razor has a handle printed with a tropical design and is available for the holiday season exclusively on the new Venus Direct subscription platform. [Image Credit: © Procter & Gamble]
"Gillette Venus Teams Up with YouTube Star Remi Cruz for Limited-Edition Razor", Procter & Gamble, December 07, 2018, © Procter & Gamble
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Vaseline Is Giving Away Dry Skin Rescue Kits To Help US Residents Deal With The Winter

December 6, 2018: 12:00 AM EST
Unilever’s Vaseline brand in the US is giving away 1,000 free #SaveMySkin# kits to help people deal with skin problems in the coming winter. The limited period offer, in collaboration with Fooji, an experiential technology platform, invites people in the US to Tweet a custom hashtag and emoji in order to get a kit comprising two Vaseline products – the new Clinical Care™ Extremely Dry Skin Rescue, and well-known Petroleum Jelly – together with a mug, and family games. The brand is also taking to the streets to give away free products. [Image Credit: © Unilever]
"Vaseline® Delivers Free "#SaveMySkin Kits" To Consumers Nationwide", PR Newswire, December 06, 2018, © PR Newswire Association LLC.
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Glossier Insider Henry Davis Is Seeking Pastures New

December 5, 2018: 12:00 AM EST
Direct-to-consumer beauty brand Glossier is losing its President and chief financial officer. Henry Davis, who has been with the company since its early says, is leaving to pursue his own business interests. The company now has some 200 employees and is reportedly targeting $100 million in revenue in 2018. Glossier has also grown beyond its online origins to open a flagship store in New York City, but it has so far refused to explore retail partnerships as a means to scale. It has extended internationally, with a move into the UK and Canada last year, and with launches in Ireland, France, Sweden, Denmark this year. Davis, however, is so far keeping quiet about his plans post-Glossier.[Image Credit: © Glossier Inc.]
Rachel Strugatz, "Glossier President and CFO to Depart Company", The Business of Fashion, December 05, 2018, © The Business of Fashion
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SoHo Startup Helps Men Keep Their Bathrooms Well Stocked

December 5, 2018: 12:00 AM EST

Brian Jeong and Phil Wong are the co-founders of a soap, body wash and deodorant startup based in SoHo, New York. The brand, Hawthorn, recommends products to male buyers based on their body type and lifestyle. It sells the products direct to consumers on the website and aims to leverage the personalization trend to compete with and beat traditional brands like Colgate-Palmolive’s Irish Spring and Procter & Gamble’s Old Spice. Its early days for Hawthorn, which has secured $2.2 million in seed funding, but it has been doubling its customer numbers each month. The subscription model uses an algorithm to analyze answers to an online quiz before recommending products.[Image Credit: © HAWTHORNE LAB INC.]
Tiffany Kary, "Deodorant Targeted for Disruption by Two 29-Year-Olds in SoHo", Bloomberg , December 05, 2018, © Bloomberg LP
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L’Oréal Creates New Innovation Fund To Invest In High-Potential Startups

December 5, 2018: 12:00 AM EST
L’Oréal continues to look outside of its walls for innovation opportunities with the launch of a new venture capital fund for taking minority stakes in high-growth-potential startups. The BOLD Business Opportunities for L'Oréal Development fund will consider investing in new business models across a range of functions, from supply chain to retail and marketing. It will support the investments in a number of ways, including mentoring and financial assistance. The fund will build on its external innovation efforts run through partnerships including Founders Factory and Station F. Its first investment will be a minority stake in a French customized fragrance startup, Sillages Paris, which uses artificial intelligence and machine learning. [Image Credit: © L’Oreal group]
"L'Oréal creates a corporate venture capital fund dedicated to accompanying innovative startups", L'Oréal, December 05, 2018, © L'Oréal Groupe
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Birchbox Still Leads The Way In A Growing Beauty Subscription Field

December 3, 2018: 12:00 AM EST
Subscription services are continuing to grow in the beauty category, offering customers time and convenience benefits. Birchbox is the most high profile of them, claiming some 2.5 million active customers and operating in six markets, but there are now many more, including Scentbird, Ipsy and Facetory. There is still plenty of room to grow the market, with 27% of US households saying that they intend to join a subscription beauty service in the next six months, according to one survey. Millennials represent the largest group of subscribers, with over half of the beauty and grooming market. Gen X customers contribute 25%. Across all 14 subscription categories, just over half of subscribers are men. In beauty/grooming, 44% are male.[Image Credit: © Birchbox]
Christine Esposito, "Boxing Days", HAPPI.com, December 03, 2018, © Rodman Media
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bioClarity Is Now Offline Too, Through Urban Outfitters

November 30, 2018: 12:00 AM EST
Skin care brand bioClarity is just one of the brands making the journey from e-commerce to physical retail, extending its sales channel beyond its own site and on Amazon, with distribution in some Urban Outfitters stores in the US. CEO Rick Sliter said the decision was made because the two brands appeal to similar consumers and distribution in stores like Urban Outfitters adds credibility for bioClarity. Sliter also said that bioClarity liked the way Urban Outfitters curates products offline and online, and the deal allows the skin care brand to reach a larger share of its target demographic. bioClarity has new innovations planned for the next 12 months, including the January launch of Zen, a new serum. [Image Credit: © Adigica BioClarity]
"What Online-only Brands Should Look for in a Brick-and-Mortar Retail Partner", Global Cosmetic Industry, November 30, 2018, © Allured Business Media
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Sex Products Are Becoming Mainstream, Added To General Wellbeing

November 30, 2018: 12:00 AM EST
New direct-to-consumer personal care brand Nécessaire has included a sex gel in its line-up, along with a  body wash and lotion. The brand’s founders wanted to take it beyond what might normally be expected from a body range. Other brands are bringing sexual health products to market as part of broader beauty and wellness categories. A report from Technavio forecasts 2019 global sexual wellness sales of $32 billion. Launched in the summer, Katie Sturino’s Megafresh feminine wipes are now sold by Ulta Beauty. DeoDoc, a Swedish skin-care brand, sells feminine products like wipes, washes, sprays, and shaving oils for intimate areas. In July, it launched in the U.S. with the D2C Violet Grey brand as part of its Sexual Health and Feminine Care section. Shiseido recently took a minority stake in Violet Grey, and the brand is planning to extend its sexual wellness line. A lube is being added in January. [Image Credit: © Nécessaire Inc]
Priya Rao, "Why sex products are entering the beauty and wellness space", Glossy.co, November 30, 2018, © Digiday Media
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New D2C Brand Used Gen Z Influencers To Promote Makeup For Kids

November 30, 2018: 12:00 AM EST
In a trend that is bound to split opinion, beauty influencers are getting younger, aimed at enticing kids to try makeup. Petite ‘n Pretty, a makeup brand for Gen Z, has been launched on Instagram, using school children, typically kids with blogs or YouTube and Instagram followings, as models. Founder Samantha Cutler said there are talented makeup artists (MUAs) as young as 12 years old. One young influencer for example has almost 700,000 YouTube subscribers and over 700,000 Instagram followers. The brand launched in July and has so far generated over 30,000 Instagram followers, targeting the mini MUAs and parents that shop at Sephora or Ulta and want their kids to have cool stuff. Petite ‘n Pretty sells direct through its web site, but is exploring pop-up opportunities and specialty beauty retail stores.[Image Credit: © Petite 'n Pretty LLC]
Sheila Shayon , "Petite ‘n Pretty Taps Social Media Influencers to Sell Makeup to Kids", Brandchannel, November 30, 2018, © Interbrand/Brandchannel
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Pure & Mine Offers D2C Personalized Hair Care Based On Customer Preferences

November 29, 2018: 12:00 AM EST


Pure & Mine is a new direct-to-consumer e-commerce hair care brand offering personalized products matching the customer’s preferences based on answers to survey questions on, for example, hair texture, scalp type, hair benefit goals and fragrance choice. The customer also types the name that is added to the label. The brand has chosen this approach to personalization rather than on genetic or lifestyle factors. It offers a product bundle that includes shampoo, conditioner, and body wash.[Image Credit: © Pure & Mine]
Deanna Utroske, "Pure & Mine bets on consumer preference to blend personalized hair care", CosmeticsDesign.com , November 29, 2018, © William Reed Business Media Ltd
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Digital Brands Are Shaping The Physical Retail Of The Future

November 29, 2018: 12:00 AM EST
Physical retail is fighting back, although with more than a tinge of e-commerce about it. Digital innovation is being used by brick-and-mortar stores to attract customers, partly because the direct-to-consumer e-commerce startups are opening physical stores. Brandless and Glossier have opened pop-up stores, and Glossier now has a New York flagship outlet. Traditional retailers are bringing D2C startups into their stores: for example, Harry’s Razors in Target and Birchbox in Walgreen’s. Other retailers are using a range of digital initiatives. Macy’s is rolling out a ‘store within a store’ in several locations, branded as Facebook and showcasing best-sellers on Instagram. Digitally-native brands have also been using their online experience to bring new approaches to physical retail, such as online fulfillment to minimize in-store inventory and real estate space.[Image Credit: © Brandless, Inc.]
Andrew Lipsman, "How Digitally Native Brands Will Shape Brick-and-Mortar Retail in 2019", eMarketer , November 29, 2018, © eMarketer Inc
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Glossier Does Marketing Its Way

November 29, 2018: 12:00 AM EST
Glossier, the direct-to-consumer beauty brand, continues to grow its following, with increased traffic through its stores and generating some 1.6 million Instagram devotees. Rather than relying on huge ad spending, Glossier has been able to reach its followers on a more personal level, building a feeling of co-creation with the customer. The company’s head of marketing, Ali Weiss, says the brand always puts the customer first, and has built its product and marketing model from the bottom up, through testing and learning, with the customer’s voice as the guide to its holistic approach that integrates product development within marketing. Glossier tracks where the sales originate, such as in-store or on social media, and then try to find out why. Weiss said that the new flagship stores in Los Angeles and New York are less about being a sales channel and more about “putting down roots” and creating an experience, as well as encouraging conversation and trial.[Image Credit: © Glossier Inc.]
Veronika Sonsev, "Why Glossier Takes Marketing Risks To Delight Their Customer", Forbes, November 29, 2018, © Forbes Media LLC
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D2C Male Grooming Brand Scotch Porter Launches CDB Beard Products

November 27, 2018: 12:00 AM EST
Scotch Porter, a direct-to-consumer male grooming brand, has launched a new beard product collection featuring cannabidiol (CBD). The limited edition range comprises a wash, conditioner, balm and serum. The brand’s founder and CEO, Calvin Quallis, highlighted the opportunity to use CBD in grooming to help with skin conditions such as eczema, flakiness and irritation. The two-year old brand posted sales of over a million dollars in its first year. The move is aligned with broader trends in consumer products as products containing CBD become more accepted by consumers. The brand is focusing on influencer marketing to promote the new products, and hopes influencers will help mitigate the stigma surrounding CBD. [Image Credit: © SCOTCH PORTER BRAND]
Priya Rao, "Direct-to-consumer men’s grooming brand Scotch Porter launches CBD products", Glossy.co, November 27, 2018, © Digiday Media
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Beautycounter Uses Its New Store To Advocate For Clean Beauty

November 27, 2018: 12:00 AM EST
Direct-to-consumer beauty brand Beautycounter has opened its first physical store, on New York’s Prince Street. The brand is selling its 150 product line in the store, and providing a consumer experience that aims to place the brand closer to its buyers. Founder and CEO Gregg Renfrew says that the brand’s “story is best told person-to-person.” Visitors are invited to use a phone booth within the store to contact members of Congress to voice their support for changes to beauty regulations. The store also provides information on the brand’s ingredients as well as those the brand refuses to use, raising the profile of the clean beauty movement, a campaign the brand supports. [Image Credit: © COUNTER BRANDS, LLC.]
Deanna Utroske, "In NYC, Beautycounter is selling product, advancing advocacy, and providing education", CosmeticsDesign.com, November 27, 2018, © William Reed Business Media Ltd
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New Study Finds Many D2C Brands Need To Improve Their Shopper Experience

November 27, 2018: 12:00 AM EST
A new study found that two in five direct-to-consumer brands overestimate how many ‘friction points’ consumers are willing to accept in a transaction. The Brightpearl report highlighted issues that consumers find frustrating, such as the online basket losing items, difficulty finding products, unsuitable delivery and payment options, a poor delivery experience, and a lack of product information. Over 60 per cent of respondents experienced issues in the last 12 months when buying online; 69 per cent said a poor experience would stop them using the site again. The results show how brands can quickly lose out to D2C brands that offer seamless and friction-free shopper experiences. [Image Credit: © Brightpearl]
"Direct-To-Consumer Brands Overestimate Patience Of Online Shoppers", Kam City, November 27, 2018, © EMR-NAMNEWS Ltd.
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Oral Care Brand quip Is Going Omnichannel, Closed $40 Million Funding Round

November 27, 2018: 12:00 AM EST
Oral care subscription startup quip has announced venture funding of $40 million, supported by its debut in Target, bringing its total funding to date to more than $60 million. The brand has sold over a million of its electric toothbrushes via its direct-to-consumer site in the three years since its launch, and added nationwide distribution in Target in October 2018. It has also acquired Afora, a New York dental care membership plan, in order to offer a less expensive alternative to dental insurance. The acquisition was made by quip Labs, a venture arm for new oral care opportunities. quip’s co-founder and CEO, Simon Enever, said the brand has been working closely with its dental professional network to provide patients with full access to dental products and services in a simpler and more enjoyable way. quip is also looking at other ways to grow subscribers, such as the launch of “Practice program”, in which providers can join quip’s free network to offer quip products and subscription services as a way of attracting new patients. [Image Credit: © Quip NYC Inc.]
"quip Raises $40M to Support Upcoming Consumer Product and Professional Service Launches", Business Wire , November 27, 2018, © Business Wire, Inc.
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