Welcome to 2021, may it be a year of hope and optimism as our collective body of humanity overcomes one of our most difficult challenges to date. Hang in there, it’s going to get better.
But first it’s going to stay pretty damn hard. Britain is back to lockdown. Hospitals are full in places like California. Vaccinations are rolling out but are slowed by the realities of logistics. While the future trend may appear rosy, the how we get there is a path pot-holed by ever-increasing uncertainty. And it was uncertainty specifically that I labelled the biggest challenge to brands when I spoke to Rachid Ait Addi – VP of Advertising at Teads – for their inaugural podcast series: Teads Talks.
Uncertainty weighs on organizations both from a numbers standpoint as well as employee morale. When you can’t predict how much you’re going to be able to sell, it’s hard to plan how much you should spend. When you don’t know how much you can spend, your teams spend time working and reworking plans, foregoing their usual activities and sacrificing longterm projects to be in a constant state of reactivity. After a while that weighs heavy on the soul.
And yet I describe the beauty industry with one word: vibrant. There are a slew of brands all pumping out innovations and newness in the battle for share of beauty cabinet. The giants continue to succeed and newcomers leverage disruptive digital models to stake out their territories. Celebrities are tapping into their social media followings to get into the game. And the overall trend is moving towards sustainable products that are good for your skin, naturally.
Take a listen and let me know what you think!