*Cosmetics Vision Special*

Time for brands to look outside the box

By Andrew MCDOUGALL contact

- Last updated on GMT

Related tags: Marketing, Advertising, English-language films

When it comes to marketing and advertising, brands need to abandon the pre-existing rules that their categories have, and focus on engaging with the consumer and their needs.

Cosmetics Design spoke with marketoonist Tom Fishburne at the recent Cosmetics Vision event in Cannes, who made this point after a session of inspiration and idea-making.

According to the man who attended Harvard and worked at Method Products, Nestle and General Mills, brands are currently playing it safe.

“There has never been a better time to be in marketing. Brands are following the pre-existing rules for the categories they are in – when they should be really looking outside of this”​ says Tom, who has helped companies such as Unilever.

“Brands need to forget everything that has been learnt before and take a different approach. You need to approach an idea as a consumer would.”

In doing so, Tom says that focus is important, as brands should not look to appeal to everybody; instead focus on what the specific target group wants, as it creates a better connection.

Related news

Related products

show more

Elementis:  NEW Clean and Natural BENTONE GELS

Elementis: NEW Clean and Natural BENTONE GELS

Elementis | 06-Dec-2019 | Product Brochure

Elementis offers rheology solutions for natural and D5-free cosmetics. 97% naturally derived BENTONE GEL® HS V contains an emollient with D5-like aesthetics....

BODY'licious, when body becomes the new face!

BODY'licious, when body becomes the new face!

SEPPIC | 21-Oct-2019 | Technical / White Paper

Seppic presents its new body care formulas collection: BODY’licious. Consumers are getting more demanding in terms of body product sensoriality and functionality:...

Microbiome-friendly long lasting deo

Microbiome-friendly long lasting deo

Symrise | 11-Oct-2019 | Product Brochure

SymDeo® B125 is a patented and simple aliphatic alcohol. It supports especially long lasting protection against body odor. While deodorants alone are typically...

Related suppliers

Follow us

Featured Events

View more

Products

View more

Webinars

Indie Pioneers Podcast

Indie Pioneers Podcast