Ashley Schapiro’s Post

In the latest edition of All Consuming, we're diving deep into the shifts within the direct-to-consumer and beverage sectors, highlighting the pivotal trends that are reshaping the industry landscape. From corporate restructuring to emerging market trends, here's a snapshot of the essential updates: 👟 Allbirds faces potential delisting, reflecting broader challenges in the DTC and footwear market as consumer demand fluctuates. 🌱 Sèchey makes a significant leap into mainstream retail by bringing non-alcoholic offerings from its line of dealcoholized wine, plus products from De Soi Sparkling Non-Alcoholic Apéritif, Ghia, and Kin Euphorics, among others, to 700 Target stores nationwide. 🏓 Dude Perfect announces significant investment, securing over $100 million from Highmount Capital 🗞️ Puck broadens its digital footprint by acquiring the Substack newsletter Artelligence. 🧴 ARCHIMED enters the skincare market with its acquisition of Cellese Regenerative Therapeutics, a leader in regenerative products. 🍪 Partake Foods enhances its position in the allergen-free market with $20.7M in fresh funding. 🥬 OpenStore continues its expansion by acquiring vegan supplement brand Future Kind. 💄 Serena Williams launches WYN BEAUTY by Serena Williams, her new direct-to-consumer makeup line in partnership with Ulta Beauty. 🥧 Wonderbelly secures $12M in Series A funding, aiming for profitability in the near term. Read more here: https://lnkd.in/erh_2Fek

Interesting move by Unilever selling off Elida Beauty to Yellow Wood Partners, isn't it? While I get the strategy behind focusing on their 'Power Brands', I can't help but wonder if letting go of a diverse portfolio, especially one generating a cool €0.8bn, is really the best move? Sure, specializing in key brands like Dove and Axe/Lynx does streamline things. But sometimes, having a variety of brands, like the ones in Elida Beauty, can tap into different market segments. Maybe there's something to be said for not putting all your eggs in one basket. That said, Yellow Wood seems to know their stuff, with brands like Real Techniques and Isle of Paradise doing well under their wing. These classic Elida brands might just get a fresh breath of life and reach new heights. It's a bold move for sure, and part of me is actually excited to see how it pans out. Could be a win-win for both Unilever and Yellow Wood. I'm curious to see how this plays out in the long run, especially in terms of market competition and innovation. It’s definitely a shake-up for the beauty industry

Hey Cannabis Industry - We're here to build brands that consumers are going to love. Just because you don't see yourself or your preferences in a brand doesn't mean there's bias. It means the brand strategy and product assortment was planned using data and insights with a target consumer in mind and you don't fit into the archetype consumer. Let's look at some of the greatest brands of all time from The Coca-Cola Company and compare Diet Coke to Coke Zero. Diet Coke is light, fashion-forward and its adverts have historically contained shirtless men. The target consumer is a female aged 18-34. Coke Zero is a dark can with a black and red colour way. It's way less inviting and its adverts typically focus on music and culture with a target demographic of males 18-34. Both are zero-calorie colas with only a slight difference between them. But from a marketing and investment POV, Diet Coke is a "female" brand and Coke Zero is a "male" brand. That's not to say that someone outside of this target can't find value and enjoy the brand. It just means that it's not designed and marketed with them in mind.

Such a cool interview! Thank you CosmeticBusiness for sharing the story and some key facts about my initiative 'cosnova saves returns' at cosnova GmbH. If you are interested in getting some insights into how companies that trade in consumer goods can act more sustainably in terms of returns recycling and thus support good causes at the same time, I recommend you taking a look at my dialogue with Cosmetic Business 🤍🌱

A reminder to all of you✨ Brands created in mind 🧠 #BrandStrategy #PRAgencyIndonesia #ESTPRIndonesia

Mamaearth’s parent company, Honasa Consumer Ltd., reported stellar Q4 FY24 #earnings, marking a significant milestone in their journey. Let's dive into the key highlights. 👇 #Mamaearth's annual profits saw a remarkable increase, reflecting strong market demand and effective business strategies. The company's commitment to natural and sustainable #skincare continues to pay off. 🌿📈 💼 In Q4 FY24, Honasa Consumer's robust performance further solidified Mamaearth's position as a leader in the skincare industry, showcasing impressive growth and #customer loyalty. 🌟 🚀 Continuous #innovation and a customer-first approach have been crucial to Mamaearth's success, enabling them to meet evolving consumer needs and set new industry standards. by Akshita Toshniwal | #BusinessGrowth #Sustainability #Q4Results #Innovation | Varun Alagh Ghazal Alagh 🔗 Read more about Mamaearth's impressive earnings in our comments section 👇

With information readily available at our fingertips, younger consumers are less trusting of brands. That's why everything at Step Change is rooted in safety and science. #stepchangego Report: Gen Z least trusting of F&B brands https://bit.ly/3DIu2S0

"You can't cheapen everything, remove the values and take more profit without the customers noticing and going elsewhere." – Mark Constantine (co-founder of Lush and former supplier to the Body Shop). For over three decades, the Body Shop built a robust, global brand that was renowned as much for its distinctive product line as it was for its message to the cosmetic industry. The Body Shop was known for ethical practices, being against animal testing, and supporting social causes – locally and globally. Everything about the brand screamed feel good about yourself – inside and out. But, the 2006 sale of The Body Shop to L’Oréal signalled a betrayal of trust. One of L’Oréal’s major shareholders is Nestlé – a company notorious for the baby milk scandal and continued unfair business practices in acquiring cocoa, coffee, and water. How could the Body Shop deliver the same customer experience when owned by corporations that interact with the world so differently? The answer is it couldn’t. Without the social activism that held the brand to account, the guarantee that the products were “cruelty-free” lost its edge. Somehow, The Body Shop – once an industry disruptor and leader, now struggled to differentiate itself. Thanks to the work of The Body Shop, many cosmetic brands now offer cruelty-free products as standard. Unfortunately, the VOICE of The Body Shop seeking change in the world was no more – it had become just another body care brand. The cheapening of the supply chain compounded this loss of voice and led to the products losing much of their “natural” vibe and sense of individuality. Although L’Oréal subsequently sold The Body Shop (for a profit), the damage had been done. Over the last decade, brand loyalty has wavered to the point where administrators have been brought in to save what is left. In short, although The Body Shop has maintained its name, logo, and product line, the brand is a shell of what it was. The oyster was eaten, and the pearl was removed. What can we learn from this? Like a pearl, a brand takes time to develop – nurture that pearl. Don't rush it and don't compromise on what matters most.

Our study reveals that 50% are influenced by ads. Also, 12% make their purchase decision on the basis of profile of actors in ads. This confirms the overwhelming influence of celebrity endorsements upon consumer choices. Over 60% get attracted to cosmetics advertised as 100% natural, while 54% get influenced by packaging. No wonder, companies spend a fortune on packaging, even at the cost of environment. #jagograhakjago #consumersindia #drjayashreeguptablog #misleadingads #humanrights #globalwarming #health #cosmetics #babycosmetics https://lnkd.in/dqvFegbT

It's fascinating where the world of #marketing, particularly #consumerbehaviour and/or #consumerculture is taking us. With a wide range of personal care products presented in UK's stores and made available to the end user at multiple touchpoints, the consumption patterns for personal care and beauty products are evolving. Where are we headed as the male segment? :) L'Oréal #asda #groomingessentials