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a social experience, as it allows consumers to among themselves, rather than chat online. The try and buy new beauty brands while shopping “ instantaneous discussions that we can put online with friends. Three years after its launch, My What we are going to have will never replace the person-to-person contact,” Showcase has over 500 stylists. she explains. “The main focus and challenge for our in the future is more social- “There is a lot more discussion about [direct business is talent spotting,” says ceo and media shopping. Pinterest and selling] now, and lots of conversation about founder Nancy Cruickshank. She founded the Instagram just announced that looking for new types of distribution,” notes company after noticing discussions among WSL’s Liebmann. “Before, brands had to either women about their desires to launch their they are going to start having have the fnances to open a store or fnd retail own business, and seeing the number of buy buttons partners. Now there is a little more choice in this innovative independent beauty brands that digital age to do things differently,” she adds. struggled to build distribution. “We aim to make It’s hard to determine how successful new MyShowcase your frst port of call to discover ” direct-selling business models will be, especially gorgeous beauty products that are not widely Kline & Co senior associate Donna Barson given the number of brands launching through available on the UK high street,” she says. them. “The success of these brands depends Another brand, H. Company, is inspired by have developed is a success in that it gives on how well the products will do. The products how beauty secrets were shared among queens. us the opportunity to meet our clients,” says have to be good and have to perform; the The brand hosts private parties or beehives, H. Company founder Marie-Lise Hammonet. consumer may buy the brand a frst time, but arranged by a ‘queen bee’ where beauty secrets “Women prefer private shopping among they will have to really like it to buy it a second from the brand are shared. “The model we friends. They want to meet us and discuss time,” sums up Kline & Co’s Barson. n STAY INFORMED WITH OUR DAILY NEWS SERVICE News headlines daily on www.bwconfidential.com • All major news on the industry published every day on our website • News headlines complement analysis and interviews in our electronic publication and print magazine • BW Confidential is the destination for keeping up-to-date with what’s going on in the industry and staying ahead of the competition Daily news on www.bwconfdential.com @BWCbeautynews BW Confidential, the inside view on the international beauty industry • The website - daily news The electronic publication - every two weeks The print magazine - four times a year • •