More consumers are paying attention to what goes into the products they buy and how those products are made. Thankfully, brands across all industries are responding, changing practices and formulations to cater to new generations of conscientious consumers.
In fact, vegan and cruelty-free cosmetics brand launches grew by 175 percent from 2013 to 2018, including makeup, personal care and hair care products. For those of us who already buy vegan and cruelty-free (and for animals everywhere), this is great news!
But, if you’re a maker of cruelty-free products, as more players enter the field it’s going to get harder and harder to establish yourself in the market space. Whether you’re launching a new product line, making the switch to cruelty-free, or you’ve been cruelty-free all along, it’s more important than ever to make your brand stand out from the growing crowd.
Your first step is developing a top-notch public relations and marketing strategy for your brand, and an agency specializing in cruelty-free public relations can help you craft a message as beautiful as your cosmetics.
Know Your Audience
When you’re establishing your brand in the cruelty-free or vegan cosmetics market, be sure to research your audience first. You probably already know that you should target young consumers, particularly millennials and Generation Z, but can you refine your audience even further? Consider these questions:
- Where do they live?
- What is their median income?
- What are their hobbies?
- What other products do they buy?
These questions will help you refine your message and inform decisions about what platforms to use to reach potential buyers.
Consider Rebranding
Is your brand turning over a new leaf and switching to cruelty-free and vegan? If so, this might be a perfect time to rebrand, showing consumers that you’ve made a change for the better. But, while rebranding done right brings big rewards, rebranding gone wrong can be a disaster.
I highly recommend that business leaders reach out to a public relations agency for help with rebranding. Our expertise can save you the time, hassle, and even legal action that comes with rebranding gone wrong. And our knowledge of the cruelty-free market will make sure your new brand is appealing to your target audience.
At Orange Orchard, we are delighted that cruelty-free and vegan products are on the rise because we share the desire to make sure all animals are safe, happy and healthy. If you would like to learn more about the ways a cruelty-free public relations agency can help boost your brand, call us at (865) 977-1973 or contact Orange Orchard online.