Did you know that you have over a billion dollars on your bathroom shelf?

That’s how much L’Oréal spent on R&D in 2013.

Perhaps you’d rather they gave you the cash.

But how can smaller brands compete with that level of spending?

It’s a question of brand strategy, and it’s a question that your brand’s language can answer.

We’ve noticed 3 ways that boutique cosmetics brands are using language to win a place on your bathroom shelf.

The good news? They’re useful for any brand that’s trying to beat a bigger competitor.


Cosmetics Branding


We’ve written a White Paper on these 3 techniques, which you can download for free here.

Here’s an example of one of these techniques at work.

Byredo is a brand from New York via Stockholm. The brand’s strategy is governed by their aesthetic, rather than a particular market trend.

They started in candles, expanded into cosmetics and have grown into glasses and other accessories. They’re more like a fashion house than a cosmetics brand, and their language reflects this.

Their product names evoke a mood and mystery: ‘Midnight Candy’, ‘Gypsy Water’, ‘Peyote Poem’. Each has a story that ties it to a particular place, time or artistic movement. Here’s how they describe their Bal D’Afrique Body Cream:

‘A warm and romantic vetiver inspired by Paris in the late ‘20s and its infatuation with African culture, art, music and dance.’

You can see why some people find it more compelling than retino-laser-aqua-q-lorium complexes.

For a concise overview of the 3 strategies, and their implications for future brand growth, you can read our White Paper here. If you want to talk to us about how your brand’s language can help to execute your brand’s strategy, email Chris.