When 26-year-old Tracy Dalton forgot her toothpaste when visiting a friend’s house, she fell in love with her friend’s brand, hello. “I had never seen the brand before, but it just looked so friendly and called out to me,” she said.
Jennifer Cheslock, 21, never goes anywhere without her Summer’s Eve products. They are in her gym bag and in her apartment at college. And it isn’t something she learned from her mom — her friends suggested the brand.
Over the past 15 years, studies have indicated how different America will look in the future — in 2020, 2040, 2050 and beyond. However, the United States isn’t on the brink of change. It has indeed already changed well beyond demographics, and the cultural shift that we are now witnessing will continue as a defining part of the landscape and future of the nation.
A new wave of consumers is quickly becoming the most powerful economic force in retail, and it is causing every company — retailer and supplier alike — to think differently about how they engage, market and build relationships with this new generation.
E-cards may be grabbing share from traditional cards, but consumers who purchase paper cards are gravitating toward higher-priced products. Greeting cards that feature such technological elements as recording features and LED lights, cards from recycled materials and specialty cards, such as those featuring decorative elements, will continue to buoy profit margins in the category.
A combination of high-end and middle-market lipstick brands took the top five places in the Clavis Insight Index, CI2, Lipstick ranking. More affordable brands available at Target, Walmart and Amazon, such as IMAN, Revlon and Maybelline, earned Top 5 rankings, as did more upmarket brands, NARS and Bite Beauty, available at higher-end retailers like Sephora.