There is no denying that expanding into the American beauty market is no mean feat. So, how is it becoming a run-of-the-mill move for an increasing number of UK brands?
BeautyMatter is working with the British Beauty Council on its upcoming London Summit, Decoding the Changing Face of US Beauty, to increase your understanding of how to make expansion work
From opening a subsidiary to online expansion or using a US stockist, the options for growth across the pond are varied and all drive different results. But, it can be daunting to make the leap.
NEOM Organics provides a great case for multi-channel expansion. The brand – which first launched back in 2005 – launched online in the US in 2020, from there it started to operate through a number of stockist partnerships with the likes of Amazon, Anthropologie and Goop.
Younger brands are also at the forefront of conquering US territories through their harnessing of social media popularity as a key driver for success. Take Revolution Beauty – its growth in the US increased by 102 per cent in the first 6 months of 2021, with the North American market representing 26 per cent of sales.
As a result, it kicked off a rollout into 2,800 of its mass-market US retail stores in Q4. The brand also planned the launch of Revolution Haircare in 870 Target stores in the US this year.
These success stories aren’t hard to come by, but you need to know where to start. The Decoding the Changing Face of US Beauty event will arm you with the unique insights you need to develop an overseas strategy. The event will dive into what makes the world’s largest beauty market tick – and how best to harness the US growth opportunity.
With panel talks called Understanding the US Consumer, the New American Marketplace and UK Brands Breaking through the Noise, the packed afternoon will educate you on the rules of engagement, effective marketing strategies and uncovering new market data.
The BeautyMatter team will be joined by Ju Rhyu, Co-Founder and CEO of Hero Cosmetics and Marc Elrick, Founder and CEO of BYOMA, two key cases for successful expansion. More speakers are yet to be announced.
Space is limited so sign up for your ticket today to join us at Spring Studios for insightful discussions and networking with some of the most exciting beauty innovators from the US and UK.