The highly competitive market of beauty retail means that communicating your brand through in-depth market knowledge is key to getting listings, attracting buyers, and reaching your core audience. The high saturation of new products getting launched in the sector is a message for companies to set themselves apart in order to make a compelling argument as to why consumers need their products; and why retailers should list them.
An effective approach to brand building is to harness expertise in the field and to leverage market insight. At its core, this involves developing a solid strategy in brand storytelling, for appropriately reaching the relevant stakeholders and getting traction from your target audience.
In this article, our friend and partner Lilli Gusto, Director of award-winning PR agency Word of Mouth Communications, shares her thoughts about brand building, the best methods to promote your brand, and the importance of not only becoming – but also showing that you’re an expert in the sector. With a strong background in publishing and experience in beauty retail, Lili works by providing a bespoke approach to brands, and she has successfully represented a number of niche beauty brands globally, especially skincare and wellness brands.