Our team attended CEW’s May Speaker Series event yesterday evening where panelists discussed how brands can connect with the new breed of beauty consumer, whom trend forecasters call The Institutionless Consumer. See more of our past CEW coverage here.
Kilgore shared Beauty Pie’s strategy of offering “premium-quality cosmetics at factory prices.” Each product includes a cost transparency outline so the amount of money spent on formulation, ingredients, and packaging is crystal clear. In doing so, Beauty Pie is hoping to demystify beauty industry pricing and educate consumers. “I think the focus will be much more on ingredients and results, and much less on brand name,” said Kilgore. She went on to describe her brand as “the Costco of luxury beauty.”
Wolf described how, with the support of L’Oreal, he incubated a new brand concept called Seed Phytonutrients. Launched on Earth Day 2018, it aims to combine beauty, agriculture and sustainable business. The brand partners with independent American organic farmers to harness the power of local seed varieties, using their extracts to create the line of elevated natural products. The brand is also committed to an agenda of environmental sustainability, bringing to market the first shower-friendly paper bottles made from 100% recycled packaging.
The Institutionless Consumer program was hosted by Meredith and was sponsored by: Shape, Givaudan, 24/Seven, Beauty Inc., Englewood Lab, WWD, Moblty, Fabler, and Kaplow Communications.
CEW is a global, nonprofit professional organization with 9,000 executives, both women and men, in the beauty, cosmetics, fragrance and related industries. For information about CEW membership, visit http://www.cew.org.
-Ron Robinson, BeautyStat Founder & Cosmetic Chemist