ASCP Skin Deep

JANUARY | FEBRUARY 2018

Issue link: https://www.ascpskindeepdigital.com/i/916074

Contents of this Issue

Navigation

Page 56 of 76

54 january/february 2018 The indie beauty market is currently one of the fastest-growing sectors in the industry, with brands growing at double digit percentages between 2009 and 2014.1 Much of this growth is driven by millennials who are seeking alternatives to big-box options in beauty products. This demographic is a powerful buying force in a market that generates a whopping $60 billion annually in sales of skin and body care, hair, and nail products in the United States alone. JUST WHAT IS AN INDIE BRAND? By definition, an indie beauty brand is one that is owned by at least 50 percent of those who operate it. You may think this refers only to small regional brands, local producers of soaps, bath bombs, or skin care lines. You might be surprised to discover that names you know, such as Glamglow, IT Cosmetics, and even Bare Minerals were indie beauty brands before they were purchased by major corporations. Just because a company is indie does not mean it is small, either: Jane Iredale is a global brand that is still owned and managed 100 percent by founders Jane and Bob Iredale. WHAT'S THE APPEAL? A Good Story Indie beauty brands have made their personal stories, hopes, and desires a part of their branding message, and that message is resonating with customers in a big way. In our highly digital world, we want to connect with real people who have a compelling story. Just as we enjoy meeting the farmer who grew our veggies at a local farmers' market, indie beauty brands tell a good story. The founders and formulators tell their stories in person and through savvy and frequent use of social media channels. They have taken a modern twist on the old- school adage of Know-Like-Trust. If I get to know you, I will like you, and trust follows. Nuluv Goat Milk Products owners Jonna and Trey Davis lovingly hand-milk a herd of Nubian goats twice a day to obtain the milk used in their personal care products. The entire operation began with the gift of a single Nubian goat as a Valentine present—hence the name Nuluv. After eight years in business, they are in over 100 retail locations with strong internet and market sales. They tell the story of their business; their kids, both human (two sons); and the goats through social media and at local events across Texas and the Midwest. A recent addition to the Nuluv product line is a collection of men's shaving and aftershave products called Billy Goat Scruff. The line has a "spokes goat" named Billy G. Scruff with his own Facebook page. Jonna Davis says, "We've been surprised by how popular the shaving products are with the ladies— not only for gifts but for their own use." Ingredients Ingredients are more important than ever to consumers. Research indicates that consumers are seeking out natural brands, and it is estimated that as many as 49 percent of millennial women would opt for natural or organic brands if given the choice.2 Let's face it: we are all reading labels more carefully today. This is one of the reasons that indie beauty brands are growing four times faster than other beauty market sectors. Esthetician Shannon Palmquist gave up the dazzle of working in Las Vegas hotel spas and consulting gigs in China when love and marriage took her to rural Georgia. Trading the glitz of the Vegas strip for farm life inspired Palmquist to start her company, Farm 2 Face Beauty. Wearing her daily uniform of overalls, a T-shirt, and a hat, she has created a line of natural skin care and body products that include creatively named items such as "Kiss My Grits" microdermabrasion cream and "Grama's Biscuit Cleansing Powder Mask." Palmquist says, "When I am at a market or event, I always share the ingredients in my products. I assure my customers they can achieve the same results without chemicals." For added impact, she brings along a popular over-the- counter face cleanser with unpronounceable ingredients. Palmquist shares her "good for you" ingredient message at local farmers' markets, as well as on Instagram and Etsy. Personalization and Customization While shopping online is efficient, it leaves little opportunity to customize a purchase. What we gain in efficiency we sacrifice in personalization. It's just hard to feel warm and fuzzy about most online brands. Indie beauty brands meet this need by capitalizing on the appeal of local ingredients and customized solutions, creating experiences and two-way social media conversations. Nuluv Goat Milk Products has established Just as we enjoy meeting the farmer who grew our veggies at a local farmers' market, indie beauty brands tell a good story.

Articles in this issue

Archives of this issue

view archives of ASCP Skin Deep - JANUARY | FEBRUARY 2018