How does a niche brand become a cult brand? What are these brands that we admire ? Those who have met the challenge of image and sales? Are there any steps to follow?

Aesop, Diptyque, Odile Lecoin, Frederic Malle, Jo Malone, Miller Harris, Annick Goutal We know all these niche brands. They have become icons, models of success. We recognize them all over the world. They are found in the most exclusive boutiques. The international stars love them.

Yet they used to be emerging brands (at startup), and niche brands (exclusive distribution). How have did they gain the emblematuc status of cult brand ? What are the signs of success?

How to move from a niche brand to a cult brand in a few points?

- First, cult brands all have very qualitative textures, a distinctive fragrance, a high-quality packaging …

– They work incredibly well with PR in order to get great coverage from beauty editors and free endorsement from international stars.

– They launch beautiful, photogenic products that journalists are pleased to include in their editorials.

– They target remarkably well their sampling and distribution of free products.

– They select right from the start some niche outlets, exclusive or innovative or alternative … where opinion leaders go. And when they open distribution, they do it carefully with a specific strategy per market.

– They launch regularlaly consistent new products .

– They are present on the field and very rigorous about training and animation.

- The creator of the brand is present at all stages. He is charismatic and his involvement is very strong.

- And finally, they monitor their costs and expenses carefully in order to have the resources to continue to grow.

Valérie Vanier – Mission Beauté

October 2009