Consumer Choices

Korres: Where Greek Heritage Meets Modern Skincare Innovation While scrolling on social media, I came across a Greek skincare and cosmetics brand called Korres. It immediately caught my attention, as I’m Greek myself, and I was curious to see how their product line reflects Greek values and heritage. The founders, Giorgos and Lena Korres, created the brand with the goal of using natural and organic Greek ingredients that are unique to Greece, but it doesn’t stop there. What I found most compelling about the company is their commitment to overseeing every stage of the product development process. According to Giorgos, they select the seeds for the herbs used in their products, source them through partnerships with organic farmers, formulate the products in-house, and manage all branding internally. This end-to-end involvement makes the brand feel highly curated and intentional, with a strong sense of coherence across both product and storytelling. On their website, they note that this l...

  Rhode’s International Expansion and Brand Growth Brand: Rhode  Rhode is a skincare and cosmetic brand founded by Hailey Bieber in 2022. Since its launch, the brand has experienced rapid growth and is now estimated to be worth approximately $1 billion. In the past week, Rhode has expanded internationally to Australia and New Zealand, following strong consumer demand and rapid growth in the beauty market. The recent expansion highlights the brand’s strategic positioning and presents an opportunity to analyze its success through key principles of marketing and consumer behavior.  Principle 1: Motivation stemming from self-enhancement Rhode’s successful growth can be attributed to self-enhancement and goal-relevant motivation. Consumers are much more likely to engage with brands that allow them to achieve personally valuable goals, especially those related to appearance, confidence, and even social belonging. By linking skincare to self-presentation, Rhode increases persona...

For my marketing class called Consumer Behavior we were told to analyze any brand of our choice and my mind immediately went to Glossier. We had to come up with a new innovative way to attract new customers, expand demographics, and enhance marketing. I thought that the best way to do this was through a skincare line. I think skincare is such an integral part of our daily routine. It is a way we take ourselves and having a set of well-developed and complementary skincare products is a perfect way to enhance Glossier's product line.   Glossier Marketing Growth Analysis Glossier is a skincare and beauty brand that emerged from the blog Into The Gloss and, in under ten years, scaled into over a billion-dollar company by redefining how consumers engage with beauty. Unlike many traditional cosmetic brands that rely on top-down marketing and endorsements, Glossier built its success by directly engaging with consumers and incorporating their feedback into product development. By leve...