UNDERSTANDING US CONSUMER LUX-APPEAL – HOW SUCCESSFULL MASSTIGE BEAUTY BRANDS HAVE CAPTURED HER HEART (AND SHARE OF WALLET)
UNDERSTANDING US CONSUMER LUX-APPEAL - HOW SUCCESSFULL MASSTIGE BEAUTY BRANDS HAVE CAPTURED HER HEART (AND SHARE OF WALLET)
Sunday, 19 March 2017
11:15am - 12:00
Beauty brands selling in the growing masstige space are responding to consumer demand for more upscale ingredients, a better benefit story, and her desire for affordable luxury. This session highlights results from an original 2017 research study involving thousands of US beauty buyers that will enable brands to understand the US masstige buyer, her purchase motivators, influencers and her online and in-store buying triggers. Session speakers will share exclusive benchmarked data on the growth of masstige brand awareness and sales during the past 10 years, as well as case studies of brands that have captured the masstige market – and the lessons they have learned along the way. The session will conclude with a discussion of the top 10 upcoming trends in the masstige marketplace, her wish list for future products, and how brands can best fulfil her desires (and sell more) as well as a unique perspective from a beauty brand that straddles prestige and masstige, offering products in both categories.
> Jennifer Stansbury , Co-founder And Managing Partner, The Benchmarking Company (moderator)
Based in the Washington, DC area, Jennifer has worked for more than two decades as a marketing, communications and research professional, successfully implemented effective marketing strategies to grow marketshare for companies in many industries. As a beauty industry professional, Jennifer has worked with market-leading global and Indie brands to uncover consumer buying behaviors, consumer wants and needs and garner product claims essential for marketing, risk mitigation and regulatory compliance, advertising, product promotion and sell-through. She has developed and executed customized research and beauty product testing for companies including: Algenist, BareEscentuals, NARS, Murad, Patchology, Bioelements, Jenu, Glamglow, Mary Kay, Wet n’Wild and Scalisi Skincare to name a few. Jennifer has published numerous articles on beauty topics and is an experienced speaker on topics ranging from beauty trends to entrepreneurship, writing for leading trade publications including GCI, Happi, and Beauty Packaging News.
> Denise Herich, Co-Founder and Managing Partner, The Benchmarking Company
Denise Herich is co-Founder and Managing Partner of The Benchmarking Company, a bi-coastal consumer market research firm that delivers need-to-know information about the beauty and personal care buyer. From actionable insights derived from in-depth quantitative and qualitative consumer studies, to 5-star consumer claims resulting from TBC’s popular beauty product testing programs, Denise and her team provide brands with critical marketing intelligence that helps them to stand out, get noticed, and sell through. Denise directs beauty product testing teams, manages custom research studies, and moderates consumer focus groups nationwide for brands such as Bare Escentuals, Benefit Cosmetics, T3 Micro, Wet n Wild, Algenist and many others. She is a regular contributor to GCI Magazine, Happi, BW Confidential, and other major industry publications. Her marketing career spans more than 25 years. As a vice president for The Beauty Company and its predecessor company (also called The Benchmarking Company), Denise managed research studies for a host of brands. She has also served as a top public relations executive at several regional and international communications firms. Denise earned her bachelor’s degree from the University of North Carolina (magna cum laude) with a minor in marketing.
> Chris Hobson, President and CEO, Patchology
Chris Hobson is the President & CEO of Patchology. The company was originally founded in 2006 to develop novel transdermal patch technologies, primarily for drug delivery and other medical uses. After numerous successful patch development partnerships and patent-filings, the team realized that the company’s transdermal expertise and technologies could bring a new standard of treatment to traditional cosmetic skincare. The brand was launched in 2014, and Patchology’s eye patches, lip patches and facial masks have quickly become a favorite with makeup artists, celebrities and consumers at Neiman Marcus, Saks Fifth Avenue, Nordstrom, Blue Mercury, Cos Bar and many others. To build the Patchology business, Hobson leverages his experience and network from his time as a brand manager at Procter & Gamble, in addition to his executive roles at several entrepreneurial ventures. He earned his BA at McGill University and his MBA at Harvard Business School.