2016 Beauty Industry Forecasting & Trend Report

2016 Beauty Industry Forecasting & Trend Report
  1. Mystic Beauty

Astrology is creeping into the beauty space as crystals, gemology and the language of magic is making a mark in the industry. For 2016, more brands will have a celestial theme. Magic, spiritualism and astrology are undergoing a renaissance as consumers shift away from mainstream religions. New brands are repackaging the cues of mysticism and gems, connecting them to wellbeing products for a hip millennial audience.

  1. Beauty Foods

The lines between beauty and food continue to blur. New boutique brands are turning to ingredients that are usually eaten as superfoods, and using them to create beauty products and recipes—a trend that sits within the holistic way consumers now see wellbeing. Consumers are recognizing the connection between what they eat and how they look. Food trends continue to influence the beauty sector, from ingredients to terminology.

Why a Brand Strategy Comes Before Any Marketing

It seems like a simple statement; Brand Strategy Comes Before Any Marketing; yet few follow this simple rule.

“Our Facebook page has little engagement.”

“Or PR team isn’t getting us the results we expected.”

“Social media isn’t work for my business.”

“My print ads don’t give me a return on my investment.”

We hear these and similar statements often when people we meet explain their marketing efforts to us.

Luxury Brand 2016 Online Marketing Trends

Lombardo has put together our top picks of luxury digital marketing trends that will carry us through 2016. Another year has passed and we have already been noticing the world of digital marketing making more and more changes and it is only half way through January.

So here we go…

  1. Storytelling – It is no surprise that luxury brands are not just about their quality craftsmanship and coveting products but owe a lot of their success to their heritage stories. Creating videos, GIFs or rich media to tell your unique story will help you drive sales.

Looking to rebrand your business?

Some may consider rebranding as a complete change of what the brand stands for and looks like. This is not true – a good rebrand is not a U-turn or change of faith! It is the realisation that their brand has grown and changed far beyond its original goals and values. A good rebrand allows a refocus on core values and strengthening of those aspects that truly reflect your product or service – reconnecting it to its users or consumers, current or potential new ones.

When undertaking a rebranding project it is essential to consider the following:

What – are you trying to achieve?
Why – do you need to rebrand?
Who – do you want to target and what will they be looking for?
How – do you want to achieve this? – How are your closest competitors achieving their market share?

Lombardo & Partners is known for being one the most recognized rebranding advertising and marketing agency agencies.

There are many reasons for rebranding.

How much could your company benefit from a timely rebranding exercise? The business rebrand is about a great deal more than making your business look good. It’s about making your bottom line look good, too.

The important factors to consider when assessing the value of a rebrand include equity measurement; market differentiation and accessibility; brand awareness, relevance and vitality; and consumer personality, preference, usage, associations, and emotional connectivity. If your company can improve its relationship to its customer base in any or all of these key areas, you may want to think seriously about rebranding.

1. Gain competitive advantage

Your brand is the public face of your business. A well-executed rebrand can allow your company to reflect current market dynamics and gain competitive advantage, accelerate pipeline performance and become a leading voice in your industry. Sidestep the competition and increase your market share through an updated image. By revisiting your brand messaging, you can counter a loss in consumer confidence and/or decreased profitability.

2016 Packaging Trends

Whether consciously or subconsciously, chances are, at some point or another you have bought a product based solely on the its packaging. While we may think we can resist the lure of packaging, nobody is 100% immune. Your kids may have pushed you to buy a specific cereal because their favorite cartoon character was on the package or you may have bought a cologne, or perfume because you liked the vibe it gave off.

Although they say “never judge a book by its cover” packaging professionals know more then almost anyone else the power if visual design in captivating consumers. For this reason, packagers need to stay ahead of the trends in order to ensure their products pop. Here are some current packaging design trends to notice:

Power of Being Number Two

In 1992, Snapple helped to create the market for alternative beverages. A few brands had come before Snapple, like Soho Soda and New York Seltzer, but Snapple was the brand that changed the consumer and the marketplace forever. At that time, Snapple was to bottled tea what Kleenex is to facial tissues. They owned the market, and seemingly, no other brand could compete. Snapple dominated the airwaves and their distributors, and became an iconic product in New York City. It had shelf dominance, first mover advantage and leverage in the industry. There were many small brands emerging at the time, but competing with Snapple seemed fruitless.

Understand the customer.
Listen to your customer’s thoughts and ideas, in their own words. Don’t ask questions; let them respond to ideas.

The customer is the boss.
The customer’s ideas should carry more weight than senior leadership teams or even the CEO. The LOMBARDO’s process involves capturing the senior teams’ hypotheses and validating them with the marketplace. If a concept doesn’t fly, evolve the seed idea in a way that resonates with customers.

What’s the next big thing in Social Media?

A colleague recently asked me what the next big thing in social media was going to be. I hesitated a bit and responded, “In the digital world we are in, people aren’t ready for what’s next, everyone should be focused on what’s happening right now.”

Sure, I could have told him that Ello has the potential to become the next major social platform but instead, I continued to explain about how Snapchat is in it’s prime right now – killing it with live stories and their discover platform, and how Instagram has the opportunity to provide the option for deeper storytelling by implementing the carousel feature into user posts just before our parents start posting selfies.

I focused on what’s happening right now. In terms of social media, users today aren’t actually ready for the next big thing, they’re too busy figuring out the best way to use what’s available. Many brands have innovative ideas or products, but anticipate too far into the future to create a successful product.

When do Legacy Brands Rebrand themselves?

Change is inevitable. From clothing, to cars, to gadgets, every brand one day faces the big question, “Are we still relevant?”

Having the ability to call yourself a legacy brand highlights your successes over decades of business. But as Bob Dylan sings The Times They Are a-Changin’, he’s speaking the truth. Many factors can cause legacy brands to reevaluate their positioning in the marketplace. A rise in competitive threats, a shift in your once nailed-down target audience, a change in company leadership, or global expansion can lead into a brand repositioning effort.


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