How do you stand out from the crowd and shine like the brightest star in your constellation?

Here are ten points to guide you on your path to disruption in the world of beauty:

The “how”: Paving your way to becoming a disruptor

1.Refine your messaging 

Your product, service or brand should fill a gap in the market, align with trends and serve the customer in a unique way. This is by far the most important part of disrupting the market and product category you are in.

You should refine your messaging across all touchpoints so that these key aspects are easily absorbed, which is a crucial part of being understood and standing out.

2. Perfect your customer experience.

You need to know what your customers’ expectations are, how you can exceed them and how you serve them in a way that hasn’t been done before. Put them at the heart of all your decisions.

3. Nail your visual identity.

Visual identity is the first thing someone will see. So it’s safe to say it’s a hugely important part of standing out!

Don’t just focus on your product and it’s packaging, but on the curation in photography, campaigns and how you could be viewed in the press.

4. Consider your engagement strategy

How is the customer involved in your story? You should be taking them on the journey, communicating alongside them, not to them. User-generated content is one powerful way to make them feel as though they are truly a part of the brand.

5. Always create value

We’re not talking about pricing strategy here, but about what value you’re actually adding to your customers’s daily life and routines. How can they not live without your products?

6. Be a thought leader

What is the brand or product story? If you are a brand founder this is your USP, and YOUR story is your brand’s story. Use it!

Educate on why you created your brand and share your values so that people can connect with you on a deeper level.

7. Build a good reputation

It’s true what they say: This takes time to build but a moment to be lost.

Disruptive brands have often spent years building a reputation, a network and a community of loyal brand ambassadors. What do you want your brand to be known for and what is its legacy? Why is it different to others?

8. Commit to great communication

Be consistent, clear and find a solution for people with your messaging. Don’t over complicate things, simplicity can be your friend. Trust us!

The key is to ensure that you know your customer so that you can communicate in the way they want to be spoken to and through the channels they engage most with. Go to them, don't let them try and find you.

9. Engage in partnerships

Partnerships can be a great way to boost brand awareness. However, be targeted and selected on your partnerships, whether it’s with retailers, ambassadors, PR, events and collaborations.

Have a strategy and don’t be tempted to vere from it!

10. Have some fun

Don’t be scared to try new things (as long as it’s within your brand ethos and values).

No disruption comes from doing the same thing as everyone else.

Two examples of brilliant disruptors in the beauty industry

Glossier

A shining example of creating engagement through their audience, Glossier built a community ahead of launch. In fact, they had 15,000 followers on Instagram before releasing a single product!

Social interaction in product development meant customers felt like the product had been made especially for them. And, indeed, the customer is always at the heart of each product, with Glossier even launching a Slack channel a few years ago for 1,000 of their most engaged community members to talk directly to the team.

They continue to use this audience as brand ambassadors and encourage user generated content.

Their sister brand, Play doesn’t always work so well though. So back to the drawing board on that one!

Drunk Elephant

Arguably the first clean beauty brand with fun playful packaging, alongside clear communications about their values. Drunk Elephant created a name for themselves from the get go.

Having selective distribution created demand. Plus, their timing was right as the market was looking for a clean but playful brand back then. It’s much harder to enter this category now as it’s so saturated, meaning that being “clean” isn’t enough.

On top of this, the brand’s founder, Tiffany Masterson, was quoted as saying “I’m a consumer first." This customer-focused approach has certainly leant itself towards their fast growth.

One to watch…

Five Dot Botanics

This company knows exactly what they’re doing.

Their whole brand is focused on the fact that they create ‘minimalist skincare...with just five ingredients”. The clarity in this message makes their mission easy to understand. Plus, they reflect it through all communications, every online touchpoint and even on the visual design of each bottle.

There’s no doubt in our minds that Five Dot Botanics are here to disrupt!

Do you want to be the next big disruptor? Get in touch via the email below as we can work with you on positioning your brand to stand out from the crowd.

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