Belisa Silva, Contributing Writer06.04.18
Evocative, minimal with a dash of magic, today’s Indie brands are directional, chic and intended to make you feel things. Inspired, no doubt, by the mindfulness movement (think: crystal therapy, essential oils, meditation), and a renewed interest in time-honored practices, the modern Indie market is experiencing a decidedly anti-trend moment. Focusing instead on delivering mood-enhancing benefits through storied ingredients, historical inspirations and specific backstories, it’s clear that gone are the days of addressing consumers’ needs with one-size-fits-all products or fleeting fads.
“Today’s consumer wants unique products, sold by unique retailers, made by unique brands,” says Larissa Jensen, beauty industry analyst for the NPD Group—and a member of Beauty Packaging’s Board of Advisors. She explains, “Brands and retailers that try to be all things to all people will struggle. Curated assortments, clearly defined muses or niches, and fresh retail approaches will be the keys to success in 2018. No brand
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