I was thinking about this question the other day when I was talking to an industry peer, and I would love to hear from others as well.
In this heavily saturated industry, what does a new brand need to have in order to achieve any level of measurable success?
We know we need to formulate quality products on our end that consumers will want to use and repurchase, but is the marketing and story more important than the formula? Equally as important?
What are those things that will separate a new brand from the rest of the bunch? Is it pure luck? Leveraging social media and influencers? Partnering with appropriate experts (derms, estheticians, etc). All of the above?
I never really thought about this in much detail, as I have always been behind the scenes in the lab. But I am curious what you all think are the key things a new brand must have in order to put itself on a positive trajectory! I thought it would be fun hearing all the answers from those working in various sectors in the industry!