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As we watch indie beauty brands crushing it on Instagram with amazing eye candy images and gathering tribes into the tens of thousands, we may think that kind of brand visibility is an impossible dream for our own beauty businesses. While it does, of course, take hard graft to get that kind of brand awareness, you can go far if you know from the start how to define, style and build your brand on strong foundations. Our guest in this episode of Green Beauty Conversations offers some invaluable advice and practical to-do's on branding a beauty business for success. Joining us is professional photographer and branding guru Briena Sash, founder of Wellness Stock Shop, which is an extensive resource of stock photos tailored to the needs of the natural beauty and wellness industry. Briena has joined us for a branding webinar in the past at Formula Botanica, but here, for the first time, she shares three key branding exercises to work through before you rush out to hire a graphic designer or talk logos! Listen in and then download the workbook Briena has kindly shared with us and put your new insights to work. Even if your brand is up and running, there is plenty here to help you hone your beauty branding strategies for greater success. In this episode, you'll hear: How both visual and emotional elements combine to form the essential building blocks for branding a beauty business. Why you need to invest up front, as early as you can, in defining and styling your brand. But why you need also to dig deep and map your brand voice yourself before hiring a graphic or brand designer. About how branding is never static, and why you need to revise, refresh and rethink your branding periodically. Briena shares three practical exercises in the Branding Workbook accompanying this episode.  We recommend you take your time working through it. Key take-aways from this podcast include: Successful beauty brands are those that connect with their customers and audiences on an emotional level. Visual branding - from the fonts you use to your Instagram images and packaging - derive from and support your brand voice. They are powerful, but they aren't the first things to start with in a branding exercise. Branding a beauty business is more about developing a lifestyle people enjoy or aspire to! Think of your brand as a personality: what kind of person is it, and what kind of people would be attracted to chatting with it? Above all, think of your customers and potential customers. What are their needs and how do your products solve their issues, light their fire and inspire them? Find the Wellness Stock Shop: Wellness Stock Shop website Wellness Stock Shop on Instagram Wellness Stock Shop on Facebook Wellness Stock Shop on Pinterest Thank you for joining us for this episode of the Formula Botanica: Green Beauty Conversations podcast. If you enjoyed this episode, please share, subscribe and review on iTunes or Stitcher so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook, Twitter and Instagram.

Making sense of beauty industry trends can be daunting if you're an aspiring skincare entrepreneur. How do you interpret the daily flow of opinion on social media?  Isn't trend forecasting just finger in the wind anyway? On top of this, there is also the lingering worry that by the time you've grasped the next big beauty industry trend, consumers will have moved on. However, as our interviewee in this episode of Green Beauty Conversations explains, market research is an incredibly powerful tool for businesses of any size if they truly listen to what consumers are saying about their needs. We are excited to lift the lid on interpreting beauty industry trends in this hard-hitting and in-depth podcast with market insider Imogen Matthews. A long-time researcher, journalist and commentator, Imogen set up her own beauty industry research and consultancy business in 1993 after many years working in-house with large cosmetic brands and research firms. Imogen Matthews Associates produces highly-regarded trend reports on various aspects of the premium beauty market. We tackle two example market niches - anti-ageing and male grooming - that are frequently misunderstood and yet present a range of opportunities to new beauty entrepreneurs. Chatting to Imogen, we realised that there are certainly riches in niches if you know how to empathise with your customers and talk to them rather than just sell. Even if these two niches are not on your radar, do listen in as Imogen gives us an invaluable overview of some 30 years of the beauty industry and where it's heading today. In this episode, you'll hear about beauty industry trends in 2018 and issues such as: Why maturer women care far less about the term 'anti-ageing' or any of its recent replacements than brands might think; Why traditional beauty industry segments such as 'male grooming' or 'women 50+' aren't homogenous groups; What older women really want for their skin, and why wrinkles aren't their sole focus; Why men have been notoriously difficult to market to and how and why this final frontier in the beauty industry might be overcome; The rise and impact of gender-neutral skincare and how it is upsetting stereotypical consumer profiling and habits. Imogen gives us plenty of examples of beauty firms building, and also misreading markets. There's a lot we can learn from their experiences. Some of the key takeouts from this episode include: When building your cosmetic product range, think first about how your products resolve customers' skincare issues rather than solely in terms of how they address age or gender-related issues. The male grooming market is growing slowly but is set to rise. It is likely to be driven more by gender-neutral products than those focused on promoting the usual marketing images of masculinity.  Note that for decades retailers have typically considered men's self care products as being just deodorant and after shave. Women over 50 have considerable financial clout and are living life to the full, perhaps changing careers and also launching businesses in their empty-nester years; but don't assume 50 year olds have the same needs as 65 year olds. Mature skincare is a nuanced market. Your product story, your brand's authenticity and your awareness of issues such as sustainability are important to consumers who are far more critical and informed than 30 years ago.  Imogen Matthews shares regular beauty industry trends' analysis and commentary both on the company website and in her enews. Find out more about Imogen Matthews Associates here: Imogen Matthews Associates Website Imogen Matthews Associates on Twitter Imogen Matthews Associates on LinkedIn Imogen Matthews Associates on Pinterest Thank you for joining us for this episode of the Formula Botanica: Green Beauty Conversations podcast. If you enjoyed this episode, please share, subscribe and review on iTunes or Stitcher so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook, Twitter and Instagram.  

Working with beauty bloggers is easy; you just send them a few products and they will review them. After all, beauty bloggers typically spend their days leisurely indulging in trying out products or heading to the spa for some pampering. This might be the glamorous image we have of the life of a typical beauty blogger, but for successful bloggers who have made it big time, it's far from the truth. We needed some great insider tips on working with beauty bloggers from someone in the know. To rise through the ranks of thousands of beauty blogs in just three years, Ailish Lucas, founder of natural beauty, health and wellness blog The Glow Getter puts in a solid 12-hour working day. Surprisingly, very little of it is spent reviewing unsolicited natural products that arrive in the mail. In this episode of Green Beauty Conversations, we posed Ailish a dozen burning questions gathered from our Formula Botanica student community on the hot topic of working with beauty bloggers. Ailish gave us the raw and uncut truth about what beauty bloggers actually do and what they expect from brands. If you're an indie or start-up beauty brand keen to collaborate with bloggers or are thinking of starting your own personal or brand beauty blog, this interview is an invaluable listen as it cuts to the chase about the business of beauty blogging. In this episode, you'll hear: Top, insider tips on working with beauty bloggers. The surprising, creative and hard-working ways a beauty blogger earns a living. The big difference between collaboration and sponsored & paid-for content, and why it matters. Why the beauty blogosphere is all about relationship building. Why beauty bloggers love brand packaging not just product performance. With Ailish a powerhouse on social media platforms and now growing a holistic, 'Glow Getter' wellness movement from her blog, she gave us insider insight into how to present yourself and your brand online. Key take-aways on Working with Beauty Bloggers include: Do your homework on beauty bloggers and comment on their work before approaching them. The natural beauty industry is a people business, so relax and don't be scared of being personal and approachable. Top beauty bloggers aren't your PR agents even if they charge for product reviews and mentions. Don't scaremonger about chemicals, toxins and 'nasties' when you're posting on social media or your blog; instead, celebrate the good that's within the natural beauty movement to gather loyal fans and followers. Ailish Lucas does more than run The Glow Getter blog. Look out for her Glow Getter Summit series of interviews with leading lights in the wellness, health and natural beauty movement.  Ailish also runs a Green Smoothie Challenge leading to her 'Glow Life' online course. The Glow Getter blog The Glow Getter on Instagram The Glow Getter on Facebook The Glow Getter on Twitter The Glow Getter on Pinterest Thank you for joining us for this episode of the Formula Botanica: Green Beauty Conversations podcast. If you enjoyed this episode, please share, subscribe and review on iTunes or Stitcher so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook, Twitter and Instagram.

This Week’s Guest: Jeannine Crooks Jeannine Crooks, Client Services Manager of Affiliate Window US, joined me to chat on my podcast, This is Affiliate Marketing with Shawn Collins. Episode 34 I wanted to learn more about the real Jeannine, so I asked her a variety of questions I figured she had not been asked in previous interviews. We discussed... Her first Tweet on the Thirty Day Challenge Why Prague is her favorite travel destination Her Pinterest board on cleaning the house Watching baseball at Coors Field Giving the local post office a poor rating Links from this episode Jeannine's first Tweet Jeannine on TravelMassive.com Jeannine on Twitter Jeannine on Pinterest Thank you for listening Please leave a comment or feel free to contact me. And if you enjoyed this episode of This is Affiliate Marketing with Shawn Collins, please share it.