It also gives customers a reason to visit the beauty department more often to see what's new.Ĭredo is defining itself as the authority on clean beauty and provides distribution and support for emerging brands on a national scale. This can be beneficial for the brands in understanding how products are perceived, used and how they may evolve. By curating a unique selection of brands, they provide an important opportunity for brands to test products and receive feedback from customers and sales staff. Neiman Marcus is one example of a retailer that is providing great support to indie beauty both online and in stores. These large retailers/e-tailers provide strategic opportunities for emerging brands to gain awareness, distribution and feedback for growth. They are also a resource for finding what’s new in the industry: new trends, new technologies, new categories and new points of view about beauty. Brand building by large influencers provides smaller, emerging brands with insight and clout they can’t achieve on their own.
Ruth Williams-Madeja Beauty Industry Consultant and Co-Founder, Diamonds in the Dirtīarneys holds a very special place within beauty and, while they will never be replaced, we can look at what it takes for a retailer to be a brand builder.
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