![]() As a result, the cosmetic company has expanded its market base to developing countries. The product’s wrapper incorporates Huda Kattan’s pictures, which convey the intended message to buyers. Additionally, Huda beauty’s “Easy Bake powder” has an attractive physical appearance that appeals to clients. The invention has increased the number of Huda Beauty’s customers. Users of Easy Bake Powder have reduced the time they take to apply make-up because applying the powder is stress-free, enabling them to save time. Even though the company sells various beauty products from eyeshadow, acrylics, to lip liners, it has recently launched a unique product that enables users to apply matte make-up in a short time. Additionally, findings showed that the group hardly have time to do make up touch-ups during the day. The findings revealed that the target group requires swift make-up application, which they may apply while getting to their work places, but would rather not have the bulky products in their already heavy bags. For instance, the company researched why working-class women do not carry make-up in their handbags. Huda Beauty Cosmetic Company has invested its resources in gathering information regarding the specific products that the customers need. ![]() Huda Beauty not only faces threats in the form of competitors that sell similar products but also fickle customers who are very selective in the beauty category, so the interest in the brand must be maintained. Besides, the beauty line has the opportunity of entering developing countries by customizing products that suit their environments (Backaler and Shankman, 2018, p. ![]() Huda Beauty has weaknesses, including low brand recall when compared to leading brands like Avon, Fenty Beauty, and Loreal because it lacks proper product promotions in some target countries.Īs regards opportunities, Huda Beauty works with remarkable celebrities, world-class makeup artists, renown brands, and significant social influencers like NikkiTutorials. Besides being a high-value brand in the cosmetics category in the mind of consumers, the company has its private labels (HB). Moreover, the company offers its products through online stores such as Sephora Selfridges Harrods worldwide, making its products accessible. Additionally, its initial location in Dubai, the world’s fastest-growing market, gave it an edge above competitors. The strengths of the Huda Beauty brand are a robust online presence and catering to all people with different cultural backgrounds. The company showcases both men and women models to derive utility from its beauty products, thereby reaching its target customers. Successful companies have to employ online ambassadors in the brand advertisement if they want the number of their customers to increase all over the world (Backaler and Shankman, 2018, p. The cosmetic line has exploited the market gap in the courtesy to the changing nature of the world’s culture, whereby both genders embrace makeup. Target MarketĪt the outset, females were the primary target customers however, recently, Huda Beauty has expanded its target customers to include males. Moreover, in 2019 Huda Beauty announced that it would open a new line of beauty products, and Fenty Beauty’s response was to release mini duplications of all its hero items, including mini shimmer compacts, teeny body highlighters, and new Gloss Bomb colors. For instance, “#FauxFilter,” a foundation product from Huda Beauty, has a 30-shades selection, while “Pro Filt’ r” product from Fenty Beauty has a 40-shades collection foundation. 77), “competition is the rivalry between companies selling similar products and services to achieve revenue, profit, and market share growth.” Apart from price wars, Huda Beauty faces product similarity challenges. According to Backaler and Shankman (2018, p. Huda Beauty has faced massive competition from rival companies including, Fenty Beauty, Elf, Stia, Kylie Cosmetics, Avon, and Loreal. As of 2019, the cosmetic line was estimated to be worth $1.2 billion, with an approximate $550 million net value. Presently, Huda Beauty has a wide range of products, including face palettes, eye shadow, and a collection of foundation. From inception, Huda Beauty offered fake eyelashes, which sold fast, thereby publicizing Huda Beauty and ultimately earning it a top position in the cosmetic industry. She used her skills to push her brand into becoming one of the most recognized beauty companies in the world. The founder, Huda Kattan, is an entrepreneur, a makeup artist, and a blogger. Huda Beauty was first founded in Dubai in 2011 and opened a branch in the United States in 2015.
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