Beauty Brands Are Failing to Reach Out To Casual Consumers

Jamie Johns, the Director of Merchandising at Birchbox, the direct-to-consumer subscription beauty platform, believes many brands are missing opportunities to engage with the more casual beauty consumer, and are focusing too much on what she calls the beauty “junkies”. Johns, who will be speaking at the Innocos beauty networking event in Florence Italy in June, said most women are casual consumers who tend to focus on the purpose and effectiveness of the products they are buying. For these consumers, Johns believes existing strategies of massive launches and big influencer campaigns aren’t effective. Birchbox has been able to reach them through sampling. Johns admires certain direct-to-consumer brands, such as Glossier and Kylie, that are forcing the rest of the industry to rethink how it engages with consumers.