Three beauty industry disruptors have shared their insight at the most recent CEW Beauty Insider session, called ‘Finding Your Niche’, held in California, US, on 22 March.
The event drew more than 300 attendees to hear from experts about the importance of distinctive branding. Panelists included Alli Webb, the founder of hair styling chain Drybar, Natasha Cornstein, President of Blushington Make-up and Beauty Lounge and Stuart Schultz, Co-founder and President of Beauty Rx by Dr Schultz: all companies that have found a niche by giving consumers express upscale beauty services at an affordable price.
Webb, who has 57 Drybar locations across the US which all charge a flat rate of $40 for a blow dry, said that establishing a distinctive image was among the most critical aspects of launching a new brand. “Branding has to be powerful because it gets people in the door. Once you get them in the door, you have to prove it. Those two worlds have to come together,” she said. Every small detail is important – down to the colour of the flowers in the salon.