Exclusive interview

How changing perspectives can re-engage consumers

By Natasha Spencer

- Last updated on GMT

How changing perspectives can re-engage consumers
We chatted to Michael Nolte, Creative Director, Beautystreams, about the power of colour predictions, product forecasts, and consumer insights, and how this can be translated into positive product choice and marketing moves.

1. How crucial are moods to brand or product selection?

Storytelling is crucial in today’s beauty market where even affordable products offer good quality and innovation. It helps brands to set themselves apart from the competition and appeal to specific consumer profiles.

Storytelling has become even more important since a wave of indie brands has swept across the industry. Even though their product development is not always superior to that of larger labels, indies tend to appeal to younger consumers as they typically let off a more authentic vibe through their founder’s personal story or motivation.

Selecting the right product trend at the right moment remains imperative, too, of course. However, this doesn’t mean that companies should jump on every innovation bandwagon, disregarding their own identity.

On the contrary: Sometimes, deliberately going against the flow can reinforce the brand’s point of view. In both cases, it is crucial to understand what will be on trend in order to take the right decision at the right time.

2. Does this impact one more than the other?

Depending on the brand, telling a relevant story can be more important than being on trend. At Beautystreams, we differentiate between being 'on trend' and being 'on brand'. 'On trend' means that a brand selects the right colour, texture or format at the right moment, while 'on brand' suggests that it adapts the trend to its own identity.

If blue eyeshadow is on trend, but a company is best known for its warm palettes of eyeshadow, it may be better to skip the trend or to propose eyeshadow duos combining blue with warmer hues.

3. How important are marketing stories to brand or product selection?

Especially for generic mass-market brands such as Maybelline or Covergirl, marketing stories are essential in order to stay competitive, as their respective positioning may not appear distinguishable enough to the average consumer.

Seasonal marketing stories also help to “repackage” similar shades as a brand is moving from one season to the next, without having to create real novelty.

If the same red lipstick is sold as Russian Red during within a holiday collection and then as Desert Red the following summer, the consumers’ perspective on the product will change and may engage them to buy the same shade twice.

Chaewon Lee, Marketing and Sales Director, Beautystreams will present on the upcoming beauty colour trends for Spring/Summer 2019 on 14 June 2018 at 11:30 am - 12:15 pm.


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