The beauty brand has experienced rapid growth since 2014 selling through third-party retailers, but now it’s got its sights set on reaching customers direct.
Revolution Beauty is focusing on the power of its DTC offering as it seeks to become “the next beauty powerhouse”.
The chocolatier claims its “brand appeal and direct marketing skills” have helped the business grow both sales and profits, with its DTC model proving to be a “huge advantage”.
The FMCG giant revealed ecommerce sales surged last year, accounting for 9% of total sales as consumers were stuck at home.
Beauty giants Dove and The Body Shop believe the power of rivals joining forces should not be underestimated as they unite to take on the EU over animal testing.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
