John Nelson, Smithers08.29.21
Personal care and cosmetics companies, have faced some unique challenges during Covid-19 – not only were many retail stores closed, but social distancing and mask wearing in many regions impacted sales badly.
In response, many looked to improve online sales and also accelerate plans for subscription beauty models. This has in turn placed a new emphasis on packaging that optimizes interactions and brand equity in direct-to-consumer sales.
The market interest for companies in this space can be witnessed in the direct-to-consumer brand Glossier—one of the latest unicorns in the industry. It was valued at $1.2 billion, even before Covid-19 struck. The company sells almost exclusively online and promotes its house-brand serums, balms and cleansers to over 2 million followers via Instagram. Significantly it reported a rise in sales for all product segments – including color cosmetics, skincare and fragrance lines – across 2020.
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In response, many looked to improve online sales and also accelerate plans for subscription beauty models. This has in turn placed a new emphasis on packaging that optimizes interactions and brand equity in direct-to-consumer sales.
The market interest for companies in this space can be witnessed in the direct-to-consumer brand Glossier—one of the latest unicorns in the industry. It was valued at $1.2 billion, even before Covid-19 struck. The company sells almost exclusively online and promotes its house-brand serums, balms and cleansers to over 2 million followers via Instagram. Significantly it reported a rise in sales for all product segments – including color cosmetics, skincare and fragrance lines – across 2020.
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