BEAUTY CARE

We are all the New General Market

BY Rob Eder

In April, Drug Store News and Mack Elevation co-hosted the third annual New General Market Summit. The one-day thought leadership event examined the changing face of the American shopper — driven not only by the growth of multicultural and millennial consumers but also by the influence these consumers are having on all consumers — and how the best brands are able to connect on an emotional level, as well as build community and advocacy with an ever-more diverse consumer.

According to research from 23andme, makers of an OTC genetic testing kit, the average American is made up of four different ethnicities — we are by definition a polyethnic culture.

Though it might seem that America is more divided than ever, today’s best brands don’t just celebrate our inherent diversity, they celebrate our commonalities. For example, Sundial Brands pioneered the New General Market concept about 10 years ago. “For us, the most important part of this definition is ‘commonalities,’” CEO Richelieu Dennis told DSN in 2015. “It is not a segmentation approach; it is an approach of inclusion. It also is not part of a multicultural or ethnic strategy; it is a multi-need strategy in which the heterogeneity within … and the similarities across populations are simultaneously acknowledged and understood. We all share very common needs. When we begin to focus on what those are, we can begin to solve for much larger population sizes and serve consumers in a much more meaningful and relevant way.”

In this issue, DSN highlights the big ideas and best practices that emerged from the event. The brands that are winning share one other common trait — purpose.

Purpose is driving everything from purchasing decisions and where consumers put their brand loyalty to product design and development, to how companies are recruiting and preparing the next generation of leaders. Increasingly, a growing body of evidence suggests that this need for a defined sense of purpose isn’t just some nice-to-have idea that only exists in our minds; it is a part of our physiological makeup. We are hardwired for purpose. When purpose is absent from our lives, there is a physical effect. According to studies, people with a strong sense of purpose are less likely to suffer from depression; they sleep better; they tend to have stronger immune systems; and they are less likely to suffer from such chronic diseases as diabetes and heart disease, or to develop Alzheimer’s disease.

Interestingly, according to a Gallup/Healthways study, people with a strong sense of purpose also are more comfortable with ethnic diversity.

Finally, a quick word about our cover: The very best brands that are winning with the New General Market consumer share one other thing in common. Because they stand for something bigger and more important than just a product on a shelf, the best brands feel like they are part of us; they get under our skin. What’s your brand doing to win the New General Market? Email me at [email protected] and tell me about it.


To view the full New General Market special report, click here

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Schmidt’s Naturals launches in Kroger stores, expands Whole Foods distribution

BY David Salazar

PORTLAND, Ore. — Natural deodorant maker Schmidt’s Naturals is growing its distribution. The company on Thursday announced that its products would be hitting shelves in Kroger banner stores and that it would be expanding into all U.S. Whole Foods Market locations.

“Thanks to our progressive, science-driven formula for natural deodorant, Schmidt's Naturals has gained popularity and loyal consumers nationally and across the globe,” Schmidt's Naturals founder Jaime Schmidt said. “It's a thrilling time for the brand, as Schmidt's further integrates into people's daily lives and becomes a part of their shopping routines.”

The company’s rose and vanilla, bergamot and lime, lavender and sage, cedarwood and juniper and ylang-ylang and calendula varieties will be available at Kroger, Fry’s Ralphs, Dillons and Fred Meyers stores. With regard to the Whole Foods expansion, Schmidt’s Naturals is now recognized as a global brand.

"Schmidt's Naturals has been extremely successful in connecting with our customers and satisfying their wants and needs in the natural self-care space,” Schmidt’s Naturals’ chief global strategy officer Michael Cammarata said. "As the fastest growing natural deodorant brand, our fans are demanding access to Schmidt's products in more and more stores. We look forward to announcing additional key partnerships furthering our retail availability throughout the year."

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Sephora expands augmented reality try-on offering

BY Deena M. Amato-McCoy
SAN FRANCISCO — Sephora is upgrading its app-based digital makeover experience.
 
The beauty chain is expanding the functionality of its Sephora Virtual Artist, an augmented reality-based feature on its mobile app that enables shoppers to digitally try on make-up. The app’s new Cheek Try On service allows users to virtually try on over 1,000 shades of cheek color, including blush, bronzer, contour, and highlighter shades available in single colors and palettes. 
 
As users choose their favorite shades, a list of the top matching colors available from Sephora is quickly returned to the user. Matches can be immediately tried on in Virtual Artist then purchased in app.
 
The Sephora Virtual Artist also enables users to virtually try on an assortment of lip colors and false eye lash styles. The tool integrated the ability to try on thousands of shades of eyeshadows earlier this spring.
 
The retailer has made other enhancements to its Virtual Artist service, including integrating its virtual try-on services with its library of “Expert Looks.” Once customers test their preferred cheek shades, they can pair their favorites with lip and eyeshadow colors and false lash styles. Users can then save their favorites to “My Looks” and share them with friends.
 
Sephora’s app also added a “Color Match for Virtual Try On” feature. The service uses artificial intelligence to detect and accurately estimate the shade in any photo and match it with a lip, eyeshadow or cheek products available at Sephora. 
 
The Color Match feature dovetails into the beauty retailer’s Color Match for lip, a service available within the Sephora Virtual Artist bot on Facebook Messenger. By adding the feature into the Sephora app, users can use their smartphone camera to snap a selfie. AI deciphers the image, and suggests a predominant color. Customers can pick any color from the list of available matching shades, and make a purchase through the app.
 
iOS users can download the app in Apple Store. Android users can access it in Google Play.
 

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