The Beauty
of New Brand
Creation

New brands are everywhere—namely in beauty and personal care—and they’re not all startups.

Across industries, large parent companies are redirecting funds from existing heritage brands toward new brand creation, banking on insight-driven propositions and disruptive design to win with consumers.

Our newest piece, The Beauty of New Brand Creation, unpacks the new-brand renaissance and offers new ways of working to add jet fuel to your brand creation process.

Why new?

In a word: growth. Creating new brands empowers companies to stretch into new categories, innovate in new sectors and answer to changing consumer desires with more proposition control and markedly lower risk than acquisitions.

Read more from Ashley Edwards, Strategy Director, Trends

So, what are the strategies for building new brands?

How can teams work with greater speed and agility? In a new think piece, Ashley Edwards, Strategy Director, Trends at LPK, puts a unique lens on the business of new brand creation.

With 15 years in emergent beauty trends, consumer insights and designing new brands, Edwards gives a lay of the current brand landscape, highlights the new ones to watch, and offers ideas for working faster and smarter to launch new brands with success.