Can 'Slow' Beauty Go Mainstream?

In 2017, he and Cameron teamed with noses Francois Robert and Elodie Durande to launch Ffern, a natural perfumery brand with a business model built on quarterly, small-batch seasonal drops inspired by their defining childhood experience with scent. "By having a ledger, we can forecast not to ha...

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Bibliographic Details
Published in:WWD 2024-09, p.38-38
Main Author: Lobad, Noor
Format: Article
Language:English
Subjects:
Consumers
Fund raising
Mindfulness
Product development
Retail stores
Skin care
Social networks
Trends
Online Access:Get full text
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Summary:In 2017, he and Cameron teamed with noses Francois Robert and Elodie Durande to launch Ffern, a natural perfumery brand with a business model built on quarterly, small-batch seasonal drops inspired by their defining childhood experience with scent. "By having a ledger, we can forecast not to have any waste - every bottle has a name on it," said Cameron, noting that because the fragrances are 100 percent natural, each batch has slight variations and, like wine, evolve as they age. Paradoxically, even though beauty brands are churning launches at seemingly record speed, data from Mintel shows beauty innovation has hit a 10-year low, with just 46 percent of global beauty and personal care launches during the first half of 2024 being genuinely new products (versus line extensions, reformulations or relaunches). "The reality is the amount of capital required to start a brand today is as little as it's ever been, and the amount of capital required to scale a brand today maybe is as high as it's ever been," said Rich Gersten, cofounder and managing partner of investment fund, True Beauty Ventures, which has invested in brands like Dieux, Moon Juice and K18.
ISSN:0149-5380