Fire your branding team
"Hey, let's just call it what it is: Makeup Forever." "No, that just doesn't say it as directly as we want. How about Amazingcosmetics? Because they are, right?"
Boy, these make Fresh look distinctive as all get-out.
What can I say, another stroll through Sephora. Didn't spend a penny, but gained insight.
Boy, these make Fresh look distinctive as all get-out.
What can I say, another stroll through Sephora. Didn't spend a penny, but gained insight.
At least Fresh is somewhat honest in its slogans - i.e., "Age delaying" cream. The other new brands Sephora keeps adding - yikes.
With all the hype about Sephora being a supporter of independent brands, you'd think they would provide some reasoned guidance on branding. Independent brands often lack the money to create custom packaging, and therefore bottle and labels things in one of the handful of stock containers that can be ordered in small lots (take a look at Demeter fragrances; note how every other independent perfume bottle looks similar). If the retail strategy is to co-brand with brands that all look alike, it's working.
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Plus, on a much simpler level, my closest Sephora keeps moving displays around and I get confused and give up. Or maybe that's just because the perfume fumes get to me.
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