Author: pedroloera

Last April, our prestige beauty brand REN took out a full-page ad in the New York Times, suggesting that consumers buy from four of their biggest competitors: Biossance, Caudalie, Herbivore and YOUTH TO THE PEOPLE. Advertising your closest rivals might not appear to make much business sense unless, like Arnaud Meysselle, CEO of REN, you’re looking to shake things up. “Since forever in the prestige beauty market, packaging has meant luxury and what we are saying is packaging means waste,” he explains. “We needed to create a shock to get the message across.” They succeeded. Collaborating with the brand’s closest ... Read more