Picture this: you're an indie brand founder, and a manager from a global beauty giant buys your products to inspire their next launch. In another scenario, a top Amazon seller has your packaging in hand, sending it off to their manufacturer with hopes of mirroring your unique mold. Or how about this, poor-quality counterfeits are causing complaints, that you have to deal with. These challenges are all too common for emerging indie brands. With the line between inspiration and imitation being razor-thin and blurred.

Some brands that first soared on Instagram are now facing a curious situation. Fast forward five years or so, and Millennials dominate their customer base. Then when these brands extended their reach to TikTok, they attracted a notably younger, Gen Z crowd.

Their challenge – How to cater to two distinct demographics while maintaining brand cohesion?

A great brand story is more than just the tale of a founder, or why the products are so exceptional. It encapsulates what your brand stands for and how it aims to transform the world of its customers, and so much more.

The catch is, a brand story is one of the simplest things to our in place early on in your brand’s journey. But brands without a well-defined story tend to focus their social content heavily on their products, because there's no framework in place to help their team create content about anything else. And here’s the thing – this means they’re missing out on the leveraging their most powerful asset when it comes to truly building an engaged and loyal customer base of raving evangelists.

Diversify your approach to beauty content strategy beyond entertainment, inspiration, education, and promotion for success in the competitive 2023 marketplace.

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In the fast-moving world of beauty, staying in step, or even ahead of the market, is key to truly thriving. As strategic consultants, we often identify classic signs that signal a beauty brand may need a little fine tuning to the brand's positioning, messaging, or visual identity—while maintaining what the founder and customers know and love about the brand.

Whilst there’s no magic bullet to charting your brand’s course to icon status, there are a few fundamentals that some beauty brands just getting started tend to overlook. But scaling beauty brands can master the art of brand building with a few foundational strategies. Here are some thought starters to help put the foundations in place;

The rise of video marketing has led to an ever-growing demand for video content, with Tiktok, Instagram Reels and YouTube now becoming the go-to channels for engaging with beauty and fashion brands. As a result, brands are now caught in a never-ending cycle of content creation to keep up with this increasing demand. More time, budget, and resources are being allocated to create standout video content, making a well-defined strategy crucial to avoid potential brand dilution overtime.