Glossier. Harry’s. Milk Makeup. It’s certainly no secret that some beauty and personal care brands exert a special pull among consumers. But it fascinates me that some are able to expand their audiences so fast. In just six months, for example, Mario Badescu shot to the No. 2 spot in teen girls’ favorite skincare brands in Piper Jaffrey’s semiannual “Taking Stock With Teens” survey. Neutrogena is still in first place, but Badescu barreled right by perennial favorites like Clean & Clear and Clinique.
Based on new research from Captify and Publicis Media, the secret is as basic as understanding when and why consumers are looking for new products. “The D2C brands have really tapped into find drivers that consumers are engaged in, at just the right moments,” says Anand Siddiqui, global vice president of insights for Captify. He says disruptor brands are the biggest news in search this year. “They’re not trying to do this one-size-fits-all thing.”
Want to find out more? Continue reading the full article on MediaPost.
