In today’s fast-paced industry landscape, brands need to look beyond traditional approaches to stay relevant, stand out, and foster lasting relationships with stockists, who naturally shape client demand. Interestingly, some of the best strategies are right next door, found in the worlds of hairdressing and fashion. Industries that embrace collaboration, innovative revenue streams, and the power of brand ambassadors are proving to be rich sources of inspiration. Let’s explore some compelling examples and see what beauty brands can learn from these trailblazers.
1. Diversified Revenue Streams: Learning from Kim Haberley’s Instagram Subscription Model
In an industry where influencers and educators often share quick tips for free, Kim Haberley has taken a savvy approach by launching an Instagram subscription service. She provides her followers with in-depth, practical education and exclusive insights that go beyond the basics, making expert knowledge accessible in a low-barrier format. For beauty brands, creatives or educators, this model presents a unique opportunity: imagine brand-exclusive subscription content featuring step-by-step guides, expert-led masterclasses, or exclusive tutorials available only to loyal subscribers. A subscription model not only monetises educational content but also builds a dedicated community eager to learn more about products, techniques, and industry insights directly from the source.
2. Brand Ambassadorship: Taking Cues from O&M’s Global Programme
Australian haircare brand O&M (Original & Mineral) sets a high standard with its global ambassador programme, featuring over 120 ambassadors from around the world. By curating a diverse team of professionals with varied styles and aesthetics, O&M reflects the global nature of the beauty community and brings authentic representation to its brand. This initiative shows that connecting with a global audience through brand ambassadors can create a broader awareness and appeal. Beauty brands can benefit from sourcing brand ambassadors beyond just high-profile influencers from a D2C perspective, rather think beauty professionals for B2B advocacy and acquisition purposes. This approach makes the brand feel inclusive, locally relevant, and credible.
3. Cross-Industry Collaborations: The Case of Go-To Skincare and Alemais
Go-To Skincare’s frequent partnerships with fashion label Alemais are an excellent example of the magic that happens when beauty meets fashion. Their collaborations not only highlight the synergy between beauty and style but also captivate audiences from both sectors, allowing each brand to broaden its reach. This cross-industry collaboration strategy is ripe for beauty brands looking to expand into lifestyle territories. By aligning with like-minded brands in fashion, wellness, or even technology, beauty companies can develop product bundles, limited-edition collections, or exclusive campaigns that appeal to consumers looking for more holistic lifestyle experiences.
If beauty brands want to stay competitive and innovative, they need to look outside the industry’s “bubble.” By taking cues from hairdressing and fashion, beauty brands can enhance their reach, build stronger communities, and create meaningful connections. Whether through paid subscription models, global ambassadorships, or strategic brand partnerships, looking beyond the usual industry boundaries opens the door to fresh ideas that can reshape how beauty brands engage, grow, and thrive in today’s market.
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