Beauty consumers are switching to challenger brands in considerable numbers, according to new research conducted by independent creative agency Initials, which found over two thirds of respondents said being exposed to a multitude of marketing messages was making them less loyal to established brands.
The survey found 34% of respondents said they had switched from an established beauty brand to a challenger brand, with TV being viewed as the most effective channel for driving consideration of challenger brands (42%).
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
