UNDERSTANDING US CONSUMER LUX-APPEAL How Successful Masstige Beauty Brands Have Captured Her Heart (And Share Of Wallet)
Denise Herich & Jennifer Stansbury, Co-Founders and Managing Partners, The Benchmarking Company.
Beauty brands selling in the growing masstige space are responding to consumer demand for more upscale ingredients, a better benefit story, and her desire for affordable luxury. This session highlights results from an original 2017 research study involving thousands of US beauty buyers that will enable brands to understand the US masstige buyer, her purchase motivators, influencers and her online and in-store buying triggers. Speakers will share exclusive benchmarked data on the growth of masstige brand awareness and sales during the past 10 years, as well as case studies of brands that have captured the masstige market after their beginnings in mass and prestige.