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Why it matters to be an expert for brand-building in beauty retail

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.  

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Product Guru Supplier Focus | Into the World of Plant & Paws

Plant & Paws ™ is a new brand of plant-based dog treats, with a purpose to provide customers with healthy, innovative, and delicious plant-based products for their dogs.

This is one of thousands of brands from suppliers in our thriving community, which we are proud to support. 

We talked to Barbara Hanly, Managing Directorwho told us all about this exciting brand.

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Product Guru Supplier Focus | Into the World of Jamu Wild Water

Jamu Wild Water is a brand of natural water products for children, showcasing natural botanicals, active health benefits and gentle fizz and flavour. The mission of the brand is to help children ignite their interest in the outdoors and build a life-long appreciation of the nurturing benefits of nature for mind and body.

This is one of thousands of brands from suppliers in our thriving community, which we are proud to support. 

We talked to Founder Tahi Grant-Sturgis, who told us all about this exciting brand.

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Product Guru Supplier Focus | Into the World of Wellexir

Wellexir is a Copenhagen-based company founded in 2018 by Danish superstar Medina and a team of passionate experts from the beauty & nutrition sectors. Their vision is to make state-of-the-art food supplements in convenience format, where every aspect from sustainability, design, taste, and pricing are taken into consideration. 

This is one of thousands of brands from suppliers in our thriving community, which we are proud to support. 

We talked to CEO of Brands of Style, Elena Bloothoofd, who represents this exciting brand and told us all about Wellexir.

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Industry Trends: The Rise of Hybrid Events

 

As the world continues to adjust to a post-pandemic landscape, there are a number of emerging trends in the industry that have skyrocketed in popularity within the past two years. One particular trend that stands out is hybrid events.

What exactly are hybrid events?

Each hybrid event, whether it’s the in-person or virtual experience, is designed to drive action and exploration that is tailored to the participants' needs. Hybrid events are able to re-think the limitations presented by both virtual events and in-person events.

Hybrid events are designed go beyond what the attendees traditionally expect from events for a more in-depth and personalised experience.

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All About Our In-Room Sampling Package

Getting a buyer’s attention through traditional means can be a daunting task. Once you’ve spent time creating your product, it’s time to send out samples to your preferred buyers and wait to see if you have any luck. The way buyers prefer to operate and provide feedback (if they provide any) is unique to each retailer, which means you won’t always know whether buyers will get back to you with an opportunity to meet or if your product doesn’t fit what the retailer is looking for.

A buyer’s time is valuable, and due to this many buyers will already have back-to-back meetings with brands throughout the day. Therefore, it can be difficult to make your product stand out or even get a call back using the traditional means of sending out samples, cold calling, or using email outreach. Many times, relying on sending out samples alone may not be an efficient use of your marketing budget, as buyers handle a large volume of requests from different brands demanding their attention and may not always be able to guarantee engagement with your brand.

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