Beauty
Authentically Beautiful
No other industry is closer to the pulse of the consumer than the beauty industry. While the quest for beauty is universal, how that is defined and achieved is very much a personal journey and no longer defined by classic consumer segmentation models of lifestyles and demographics. This is the essence of “inclusive beauty” and sets forth the opportunity for beauty marketers to provide products, solutions, experiences, and information in a manner that embraces all consumers.
As marketers curate their brand and product portfolios to reflect their inclusive beauty strategy, there are overarching themes that need to be addressed. Authenticity is important in many respects, from transparency in product ingredients and benefits, credibility in consumer messaging, and brand identity that resonates as true. Sustainability and circular beauty are also front and center, with packaging clearly in the spotlight to both minimize and reduce waste, and formulations that strive for clean beauty. Digital technology will help advance personalization initiatives, communication strategies, as well as “retail” evolution.
Our Expertise
Kline’s expertise covers both consumer and professional beauty products. Our knowledge is deep at the category level (e.g., hair care, skin care, color cosmetics, fragrance), as well as for specific demographic (e.g., male grooming) and product focused (e.g., natural personal care) segments. Categories include:
- Beauty devices
- Beauty nutrition
- Beauty retail
- Cosmetics & toiletries
- Indie brands
- Male grooming
- Natural personal care
- Professional beauty
Advisory Experience
Examples of our advisory experience are provided below. Please contact us to learn more about our project work and capabilities.Beauty Devices
- Market entry: assessment of strategic options to participate in US beauty device market (hair removal)
- Technology & innovation: commercial potential and partner vetting for new hair regrowth system
- M&A due diligence: commercial due diligence facial device
- Strategy support: professional channel distribution insights and strategic options for leading consumer hair care appliance
- Market intelligence: competitive assessment of consumer oral care devices
Cosmetics & Toiletries
- Market intelligence: competitive analysis of indie beauty brands in Russia & China
- Strategy support: consumer nail care market strategy support
- Strategy support: growth potential of US epsom salt market and brand partner assessment
- Strategy support: assessment of potential options to develop a women’s shaving brand to mega brand in personal care
- Strategy support: market mapping of male grooming space to support major brand build initiative for male grooming brand
Natural Personal Care
- Technology & innovation: commercial potential for natural ingredients in consumer oral care
- Market intelligence: assessment of competitive landscape of natural personal care brands in select SE Asia country markets
- M&A advisory: screen and vet natural personal care companies
- Market intelligence: market mapping of natural personal care
- Strategy support: growth strategy for natural personal care brand
Professional Beauty
- M&A due diligence: commercial due diligence salon hair care brands (private equity)
- M&A due diligence: commercial due diligence leading salon hair care company (leading CPG company)
- M&A due diligence: salon hair care brand image and brand positioning in the USA and in the EU
- Strategy support: channel expansion strategy for leading professional beauty brand
- Market intelligence: competitive assessment of leading professional hair care company
