People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?
Navaz Batliwalla is a freelance brand editor, creative consultant, and author of The New Garconne: How to be a Modern Gentlewoman. She is also the founder of fashion culture blog Disneyrollergirl.net and co-founder of boutique beauty brand consultancy The Beauty Conversation.
JP Thurlow is a partner at independent investment company The Craftory. He previously worked in advertising and marketing as an award-winning creative director across global beauty, fashion, and luxury brands including Gucci, Rolex, Unilever Beauty, and P&G Fine Fragrances and Haircare.
Stevie MacKenzie-Smith is a writer covering culture, trends, and fashion, and co-hosts Layers, a podcast about how we dress. She has written for Kinfolk, Dazed, AnOther, Vice, and Port Magazine, as well as writing branded copy for Givenchy, Unilever, and Net-A-Porter. Prior to going freelance, she was a copywriter at R/GA London.
The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.
Launching during a pandemic is risky, but for essentials brand Arfa, it was a chance to demonstrate its core belief: community comes first. With people looking for products to meet more than their basic needs, can Hiki by Arfa’s approach set a new agenda for marketing deodorants and body wipes?
Ever found out your perfect lipstick has been discontinued by the brand and taken to eBay to stock up? Or looked for a foundation you wanted to try, but couldn't afford full price? You’re not alone. Research shows that people are becoming more open to buying beauty products second-hand.
Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.