Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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consumers than other generations. Premium suns creen brand Supergoop!, sold online and in Sephora stores, originated after the founder's close friend was diagnosed with skin cancer at a young age. Faced with a decision to either start a business or a nonprofi t organization, she created Supergoop!, which is entirely dedicated to incorporating SPF in innovative beauty products for daily use, such as setting powders and mists. Due to these shifting values toward purpose, exploration and accessibility, Millennial consumers have begun to perceive brands more like people rather than distant corporations, and are choosing to surround themselves with like-minded brands. Millennial marketing expert Jeff Fromm articulated the need for brands to embrace "story living" rather than "storytelling," emphasizing that brands should communicate their values through behavior rather than relying on positioning and marketing of products. Euromonitor International's Beauty Survey reaffi rmed this generation's belief that its consumer choices can make a difference in the world; by selectively choosing brands they feel contribute to a higher purpose or match their ethos, Millennials are helping change the criteria for supporting particular brands or products. This is creating opportunities for emerging beauty brands to create a loyal following, but also posing challenges for established brands that struggle to change quickly. Millennials' emphasis on experiences over things is causing established brands to experiment outside of their typical business models. St. Ives (Unilever) launched its St. Ives Mixing Bar pop-up store in New York City in 2018, which offers consumers a personalized experience to create moisturizers, lotions and other products with on-trend ingredients, textures and add-ins of their choice. The store's custom offerings are part of a larger strategy to attract younger consumers to the brand and hedge against a competitive mass-merchandiser environment. Today's beauty brands cannot ignore megatrends such as ethical living, healthy living, connected consumers and multiculturalism, which will continue to drive changing consumer values, particularly among Millennials. Instead, brands should perceive these changing values not as threats, but as opportunities to reach and delight new and current audiences. These shifting values give established and emerging brands opportunities to present themselves as a friend with a clear purpose and a story that transcends their products in the minds of consumers, including Millennials, who are driving the changing conversation of beauty. Kayla Villena is a senior analyst at Euromonitor International (euromonitor.com). Sponsored by: Digital Summit – A Visual Experience Live event: October 17, 2018 at 2 pm EDT The evolution of muscle health Views about muscle health are evolving rapidly as science demonstrates the important role that healthy muscles play in overall health and wellness throughout all life stages. Not long ago, any discussion of muscle health evoked images of engorged biceps on an ultra-tan bodybuilder, or at least the exceptional physical frames of elite athletes. Today, everyone is concerned with muscle health, or at least they should be. Register for this live event to hear from industry experts as they discuss relevant topics that include: • Muscle Health 101 • Sports and Active Nutrition • Body Composition • Formulations • Go to Market Concepts and more! Key athletes join the group of experts, giving testimonials on their personal experiences. Throughout the video presentation, attendees will be able to submit questions and receive answers via a live, public chat forum. This is an event you won't want to miss! REGISTER TODAY at: http://bit.ly/2BZ3mzy Millennial Beauty

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