You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
In association with<br />
REMEMBER LIFE BEFORE AMAZON? BEFORE<br />
NETFLIX, ASOS, AIRBNB AND UBER? OF COURSE<br />
YOU CAN – IT WASN’T THAT LONG AGO – BUT<br />
COULD YOU IMAGINE GOING BACK?<br />
THESE BRANDS ARE<br />
DISRUPTORS – of the<br />
norm, of the expected,<br />
of the status quo.<br />
They have managed<br />
to circumnavigate the<br />
customer’s expectations<br />
to produce something that<br />
you can’t believe you ever<br />
lived without. The beauty<br />
space has seen a lot of<br />
brands change how people<br />
shop, seemingly forever.<br />
We’re looking at you<br />
Birchbox, with your trybefore-you-buy<br />
appeal; at<br />
Deciem, for going straight<br />
to source; at Glossier for<br />
building a brand out of an<br />
editorial audience, rather<br />
than trying to attract one.<br />
Here’s how to interrupt<br />
the normal…<br />
OF COURSE, YOU’VE GOT TO GET SOCIAL<br />
Having a touch of social savvy about your salon is crucial. Capitalising on new media methods<br />
and messaging can make all the difference when shouting about your brand. Breakout beauty<br />
brand Glossier’s showroom in NYC is designed as much for selfies as it is sales, but the<br />
numbers don’t lie – up to 70 per cent of Glossier’s sales come from peer referrals, driven hugely<br />
by those Insta-worthy images. A level of retail entertainment, or ‘retailment’, is imperative<br />
when setting yourself apart from other salons. Think about what aspects of online shopping<br />
consistently disappoint – clunky interfaces, a lack of space for questions and answers.<br />
A genuine human element in retail will always beat a digital void. There is no space, or excuse,<br />
for a ‘one-size-fits-all’ approach in our modern consumer landscape anymore.<br />
Glossier showroom<br />
NOT QUITE A DISRUPTOR? MAYBE YOU’RE A CHALLENGER<br />
It’s understandable that having this almost punk attitude<br />
might just be a bit too strong for many businesses, and<br />
that’s okay, you can still find inspiration and perhaps be<br />
a Challenger brand. They have a strong story, ingredient<br />
or message, and aren’t afraid to champion them. They’re<br />
working faster and smarter but still function, produce or<br />
retail in the same sort of way as traditional brands, albeit with<br />
clever marketing, strong branding or media.<br />
Think Christophe Robin, and his in-the-know experience<br />
feeding directly into their formulations, or evo and its<br />
new show-stopping ‘Don’t Buy It’ campaign, encouraging<br />
consumers NOT to consume and purchase products<br />
unnecessarily, or to buy in to marketing guff. Challenger<br />
brands keep things interesting, pushing forward.<br />
True disruptors, on the other hand, are busy forging new<br />
ground. It’s often hard to compare them to other brands,<br />
because they’re playing by different rules to everyone else.<br />
They’re often tech-led, with a focus on product development<br />
rather than marketing. Take Tangle Teezer, which stripped<br />
down a hairbrush and created something new. Whether you’re<br />
a challenger or a disruptor at heart, thinking outside the box<br />
is the best way to stand out.<br />
CREATIVE HEAD<br />
63
Change language