11.21.17
A new wave of indie brands are coming to the forefront. While more established brands expand their product portfolio and venture into previously-uncovered product categories, newly-launched marketers gain momentum by recording triple-digit and quadruple-digit growth rates, respectively, finds the recently published second edition of the Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States report by global market research and management consulting firm Kline.
Indies make waves across various categories from hair care to makeup, becoming market movers and reinventing their respective categories.
“Millennials and Generation Z are a crucial marketing demographic for the indies,” said Naira Aslanian, project manager for the report. “These innovators resonate with experimental consumers who are searching for the next best product or ingredient to bring out their individualism and uniqueness. With so many choices out there, the tech-savvy generations look for tutorials, tips, and reviews to help them make decisions about trends, brands, and even ingredients. Indies’ digital prowess, combined with the fine-tuned focus from beauty products that cater to consumers’ personalized needs, results in some of them growing three to five times the rate of the market.”
With an effort to remain authentic, genuine, and engaged with consumers on a personal level and fit within their generally low or nonexistent budgets, many indie players target micro-influencers, rather than paid influencers, who genuinely love and use the brands’ products.
For more on indie brands, check out our new Indie section monthly in Happi.
Indies make waves across various categories from hair care to makeup, becoming market movers and reinventing their respective categories.
“Millennials and Generation Z are a crucial marketing demographic for the indies,” said Naira Aslanian, project manager for the report. “These innovators resonate with experimental consumers who are searching for the next best product or ingredient to bring out their individualism and uniqueness. With so many choices out there, the tech-savvy generations look for tutorials, tips, and reviews to help them make decisions about trends, brands, and even ingredients. Indies’ digital prowess, combined with the fine-tuned focus from beauty products that cater to consumers’ personalized needs, results in some of them growing three to five times the rate of the market.”
With an effort to remain authentic, genuine, and engaged with consumers on a personal level and fit within their generally low or nonexistent budgets, many indie players target micro-influencers, rather than paid influencers, who genuinely love and use the brands’ products.
For more on indie brands, check out our new Indie section monthly in Happi.