The latest name for cosmetics in the cosmetics industry: “The brand that matters.”
But that doesn’t mean that cosmetics companies are ignoring their pasts.
According to a new report from the cosmetics business consulting firm Gartner, more than half of the makeup brands listed in the company’s 2017 report on cosmetics are brand names that have at least one negative history.
The report, which was released Tuesday, also found that while brands like L’Oréal have grown and are growing quickly, there’s a lot of room for improvement.
L’Oreal, for instance, has struggled to maintain its relevance in a time when brands like Sephora and LVMH are trying to build new brands.
And while brands such as Burberry, MAC and Nars have been gaining attention in recent years, Gartners report said the makeup industry is still in the early stages of a transition to a more consumer-centric, digital, social-media-driven brand landscape.
The study said brands like MAC, which has been a staple in beauty for decades, are still “in the early days” of their transition to an increasingly social-network-driven makeup industry.
Gartner also said that the makeup business is still a highly fragmented industry and brands need to take steps to maintain brand loyalty.
Gartners CEO, Marc Benioff, has been pushing for a more cohesive makeup industry, one that allows brands to have consistent brands, which means staying true to their past and keeping consumers happy.
He said at the same time, brands must remain focused on maintaining their brands while also staying relevant and relevant-looking.
According to the study, companies that make cosmetics in small batches, like makeup remover, may need to rethink their brands.
“The key is to have a product that will be able to be used consistently in a wide variety of settings and for many different consumers,” Benioef said.
“A lot of brands are starting to do that with a lot more consistency in their offerings.”
Benioff said that brands that are not small-batch, are focused on building strong relationships with consumers, which he said will ultimately translate into stronger brand loyalty for consumers.
He added that brands need a focus on marketing and brand identity in the beauty industry.
“A lot has changed over the last five years.
We are seeing brands evolve from a small company to a larger company,” Benionef said, adding that brands have to stay on top of the challenges that face them.”
It’s really about taking care of your brand and staying focused on delivering what you promise,” he said.
But, according to the Garters report, even brands that have managed to maintain strong brand loyalty are struggling to do so.
Among the makeup companies that were named in the report are L’Amour, L’Osse, Clinique, MAC, Neutrogena, LORAC, Revlon and Urban Decay.
Benioef told Business Insider that while there are certain brands that still have an established reputation, he sees more brands moving in that direction.
“There’s a new breed of brands that, if they’re focused on quality, will have more of a long-term appeal,” he told Business Insider.
While brands may be able keep the brand identity strong, he added, the real challenge for the cosmetics market is to keep up with the changing consumer habits that are now taking shape.