Today’s beauty consumers crave more than just sleek packaging and celeb endorsements. Sure, there’s a level of brand loyalty like any industry, but the truth about the beauty business is simple—consumers are more savvy, informed, and deeply invested in brands that resonate with their values and deliver on their promises.

With so many products on the market, the marketing strategies of these products have changed. And the same is true for many industries. A product-centric approach just doesn’t cut it anymore. Too many products are free from harmful chemicals, have a sleek design, are endorsed by someone you know, and have an “innovative formula.” It’s now an experience-driven market, one that we at M&P know how to expertly navigate.