The old rules no longer apply. Influencer beauty isn't what it once was. DTC models often pale in comparison to booming retail partnerships. And the economy? Uncertainty reigns.
Beauty has been a resilient category in times of economic uncertainty, and 2023 is no exception. Yet, in challenging times, business fundamentals are critical.
"How to Recession-Proof Your Beauty Brand, " an on-demand virtual briefing, features experts from a variety of high-growth brands, including Beekman 1802, Bubble and Mad Rabbit, who discuss their strategies for driving growth in any environment.
Brands of all sizes can come away with insights to apply to their businesses to ensure stability and growth in the years to come. Highlights include:
- Optimizing the retail mix for today's shopping patterns
- Getting back to basics on product excellence and consumer advocacy
- Managing non-essential expenses
- Supply chain resiliency
- Optimized marketing performance/ROI
Featured experts include Shai Eisenman, CEO and founder, Bubble. In July 2022, Bubble, which was already present in 3,900 Walmart doors, entered 4,000 CVS stores. According to the brand, 60% of its target Gen Z consumers shop in-store for skin care.
Meanwhile, Erin Murray, SVP Mad Rabbit, a tattoo aftercare brand, will discuss the new marketing reality facing beauty and personal care brands, and how savvy marketing teams can pivot for success. In February 2022, Mad Rabbit received $4 million in funding from Mark Cuban, alongside Acronym Venture Capital, Revolution's Rise of the Rest Seed Fund, LB Equity and Seamless Capital.
Around the same time, Mad Rabbit became the exclusive tattoo aftercare brand for Inked, both the magazine and store. The partnership includes a three-year digital media deal between Mad Rabbit and Project M. Mad Rabbit thereby became the only tattoo aftercare brand available at the Inked flagship store in New York City.
Finally, Tomei Thomas, COO of Beekman 1802, will speak to product range optimization, supply chain resiliency and much more.
About Eisenman and Bubble: As the first skin care brand created for young skin, Bubble sets a new skin care standard while truly listening to what its customers want and need. Bubble was born when Eisenman saw a gap in the market for a modern skin care brand specifically targeted toward consumers’ needs. She was surprised to discover that the most digitally sophisticated and globally connected generation was still using the exact same traditional skincare products that their mothers had purchased in drugstores decades ago. Bubble’s passionate community of Gen Z consumers led Shai to develop formulations that don’t compromise price for efficacy. Today, the Bubble line consists of 12 products that work together to create a complete routine from face cleansers to face masks, with all products being under $20. Bubble products are available on hellobubble.com, in over 9,000 retail locations including Walmart, CVS and Ulta stores.
About Murray: Erin Murray is a forward-thinking individual demonstrating visionary leadership and outstanding performance in all facets of brand marketing, digital transformation, public relations, audience engagement, communications and content management. A proven imaginative and analytical leader who can drive insights and strategy into compelling storytelling and customer value. With her extensive experience using data analytics to recommend solutions to evolve brand strategies, platforms, and architecture she has helped scale brands including Tatcha Skincare, Memebox, Aquis Haircare, Peace Out Skincare and most recently Mad Rabbit Tattoo.
About Thomas: Tomei Thomas is Chief Operating Officer of Beekman 1802 and, over the last eight years, has built the clean skin care brand into a household name. Prior to his role as COO, Thomas was CEO of Beekman 1802, where he scaled it’s direct to consumer business and lead the brand’s launch efforts at QVC, HSN and Ulta Beauty, each with record-breaking sales results. As CEO, Thomas completed the majority sale to Eurazeo Brands in December 2021. Prior to Beekman 1802, Thomas was the Vice President of Beauty at STA, a private label and licensee distributor of beauty products in Orlando, Florida, where he brought Beekman 1802 to TV shopping networks like ShopHQ and TSC Canada as well as 2,000+ independent gift and SPA boutiques. Thomas was principal to STA’s sale to Beekman 1802 in 2018. Prior to STA, Thomas worked as a Debt Capital Markets Financial Analyst at HSBC USA and a Financial Analyst of M&A and Corporate Strategy at HSNi. Thomas graduated from the University of Florida with a BA in Economics and currently resides in Winter Park, Florida with his fiancé.