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Engaging the New Beauty Consumer

By: Roshini Greenwald (group leader), Jacquelyne Smerklo (co-leader), Gayathri Balasundar, Kimberly Lam, Deanna Spence and Brenna Stone
Posted: June 4, 2014

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Brands have the opportunity to leverage existing products by evolving the strategy to focus on cultural values, shared interests, or common aspirations to engage the new beauty consumer in a meaningful and lasting way.

The beauty industry, looking to engage the evolving beauty consumer, must acknowledge that “others” are the ones who will drive society forward and in the end, “others” will make or break the bottom line.

The reality is fast approaching when a new shade will, in fact, be born every day, and the beauty industry is at a critical tipping point to embrace this evolving new consumer.

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Industry Expert Interviews:

Castro, M. Phone Interview, MAC Global consumer insights. 10, April 2014.
Gottlieb, Ann. Interview, Ann Gottlieb Associates. 28 April 2014.
Lilly, Russell, Unilever
Navia, Alyssa. Phone Interview, L'Oréal Luxe Global Shopper. 4, April 2014.
Robinson, Aja. Phone Interview, L'Oréal Luxe Multi Cultural Consumer. 2, April 2014.