Get Personal With Your Branding
Out of the photo studio & into Real life...
Beauty branding is getting very personal. Today's consumers aren't interested in "mystique". Social Media has taken the cover off.
People do business with whom they know, like, and trust.
Your audience is no different...and it's not any less so. Your ideal consumer is in a serious relationship with you. That's why you create marketing content to "date" your ideal consumer...like you dated your sweetie.
You have a higher quality, prettier widget than your competition...but if your brand isn't connecting in a real life sorta way with your audience, you haven't proven your love for them.
The cosmetic industry is utilizing these two popular branding tools...
Click-friendly branding
Brand authenticity is moving into the next level, using real people in real life settings. Coffee shops, art shows, malls, and restaurants are just a few widely patronized venues where loyal customers are being photographed with brand products.
Marketers are moving their efforts out of the studio and into where real life happens.
A Beautiful Heart
Industry moguls to startups - prestige to mass. The beauty industry is increasing its presence in social, environmental, and global outreach as a part of defining their brand.
Your audience desires to be involved in something bigger than themselves-give back in some way. Time, lack of resources, not knowing where to start are roadblocks to getting involved with an organization that serves their community.
Beauty brands are giving their customers an opportunity to give back in meaningful ways when they make a purchase. What a great opportunity to help your people make a difference...and show your brand's benevolent spirit!
Global Cosmetic Industry
Webcast: improving skin tone & Texture with CarboxyTherapy
Carboxy Therapy has deep roots in Europe and is quickly returning to American skincare.
Here's an opportunity to learn about the latest innovations in the use of carbon dioxide as a delivery system for topical serums.
Topics covered:
- History of Carboxytherapy
- Principal of action
- Benefits to the client
- CoolLifting treatment
- Protocol, stand-alone and combination treatment
Agenda:
- Science behind carboxytherapy - including The Bohr Effect
- New alternative for skin rejuvenation with immediate results, no downtime
- Best way to get results from CooLifting
Who should attend?
- Spa/clinic owners
- Licensed Estheticians
- Medical Estheticians
Special offer for attendees: 30 free CooLifting refills that will generate over $4,000 in revenue if they purchase CooLifting by May 15, 2018. Promo Code “SkinInc30"
Skin, Inc.
Fragrance Genealogy: What it means
Fragrances are deeply personal and as individual as we are.
A scent that makes you close your eyes and say "hmmm" - may not move everyone else the same way.
The challenge for formulators is how to translate such a subjective experience into a objective marketing concept.
To investigate, Perfumer & Flavorist Magazine attended a recent workshop hosted by Bell Fragrances & Flavors to report on a framework formulators can present on an objective marketing platform.
The skinny on fragrance genealogy
Fragrance genealogy is the system used to classify fragrance notes.
Mike Natale, Director of Marketing for Bell, describes fragrance genealogy as the "family tree" of fragrance. The "generations" are labeled as fragrance notes, descriptors, and chemicals.
Olfactive fragrance is the "grandparent", olfactory fragrance is the "parent", and olfactory fragrance descriptors are the grandchild of fragrance.
Seven of the olfactory fragrance families include citrus, fougère, green, fruity, floral, oriental and chypre. 90% of all fragrances are formulated for these families.
Key Notes - Olfactory fragrance families
Citrus/fruity:
Top notes: bergamot, lemon, mandarin, orange, grapefruit, petitgrain, tangerine, aldehydes,
Often base notes: berry, peach, plum, cassis, apricot, prune, mango, cherry, apple, melon, pineapple, pear, banana and kiwi.
Fougère: Popular top note for men's fragrance. This scent was introduced with Houbigant’s Fougère Royale in 1882. Notes include lavender, bergamot, oakmoss and coumarin. The more current fougère include rustic notes of herbs, spices, woods and conifer trees.
Green: Often used as components. Fragrances include grass, tea leaves, herbs, mate and galbanum essential oils, violet leaves and foliage.
Oriental/Amber. The exotic fragrance family. "Soft, powdery and vanilla notes that combine well with floral and woody accords" (Michel Jarosz, a senior perfumer at Bell).
Classic Oriental fragrances include citrus, lavender, rose, patchouli, sandalwood, vanilla, tonka, resins (myrrh, opoponax, tolu and labdanum) amber, musk, civet and castoreum.
This family includes four olfactory fragrance “parents”: classic oriental, soft oriental, floral/oriental and woody/oriental.
Many animal notes important to this family disappeared because of regulatory restrictions.
Chypre. French for the Island of Cyprus. This name was chosen by François Coty in 1917 to describe a woodsy, mossy, or citrusy scent.
The chypre family includes two fragrance “parents":
Heavy chypre - earthy base with citrus top notes and subtle floral notes.
Light chypre - dry base note with a citrus, amber or woody emphasis.
Floral/Fruity and Floral/Floral
Many perfumers attest to the popularity and importance of floral as the most important fragrance family.
Floral fragrances have floral dominant notes with animalic or musky base notes. Descriptors include jasmine, rose, hyacinth, ylang-ylang, orchid, and gardenia.
Between 1900 and 1950, classic floral/floral fragrances developed formulation with expensive naturals such as rose, tuberose, jasmine, vanilla, neroli and musk.
Contemporary floral/floral fragrances use more synthetic floral scents - like tuberose, orange flower and gardenia.
Jill Costa, PhD, chief perfumer at Bell, described floral/floral fragrances as “shocking”...so they are used more in contemporary floral fragrances.
Floral/fruity olfactory fragrance parents combine synthetic floral notes complemented with fruit notes such as apple, melon and berries.
This combination effects the scent throughout the day causing it to change, according to Costa. “People do not want a fragrance to smell the same 12 hours later,” she said.
Perfumer & Flavorist
Stay up for the next issue of THE BEAU-tea.
