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Putting the Color in Cosmetics Sales

By: Diana Dodson
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.

page 4 of 4

These smaller brands are being helped by retailers stocking niche brands to differentiate product range offerings and cater to growing consumer sophistication. Space.NK, Sephora, and Beauty and Main are just some of the speciality chains that are key providers of niche brands. However, it is not just niche doors and specialist retailers that are making room for niche labels. U.K. department store John Lewis’ revamped beauty hall in Oxford St., London also stocks novel and specialist brands. All this is potentially bad news for the established labels in what is already a fragmented category where only the top eight global brands have a market share of 3% or above. Leading brands are therefore expected to increase efforts to cater to niche demands to survive in an increasingly competitive category.

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