MARKETS & TRENDS
Simplifying Brand Discovery
Beauty retailers need to deliver new and unique brands to
differentiate, create consumer excitement and, ultimately, grow. But
with untold numbers of brands launching every year—each with
its own positioning, ingredient list, wholesale minimums and other
specifications—connecting the right brands to the right retailers can
Similar in concept, if not execution, to KindEye***, San
Francisco-based RangeMe ( www.rangeme.com) “streamlines new
product discovery between product suppliers and retailers.” The
platform’s latest partner is Sephora, which will be able to simplify
the inbound product submission process via this digital portal.
Nicky Jackson, founder and CEO of RangeMe, spent most of
her career in the food and beverage industry and once struggled to
launch her own skin care brand. Her combined experiences taught
her that the key pain points included emerging brand discovery
at scale and, for the brands, getting a foot in the door with key
The RangeMe system sidesteps agents and distributors, and
eliminates the volume of snail mail sample submissions, PowerPoint
decks and sporadic trade show attendance that mark the
conventional beauty brand discovery process. Jackson believes this
digital approach will simplify discovery and prevent opportunities
from falling through the cracks for both retailers and brands. Nicky Jackson, founder and CEO, RangeMe.
Sephora’s RangeMe portal.
RangeMe, which features Yes To co-founder Ido Leffler as
chairman of the board, comprises a set proposal format for all
brands, which includes information such as pricing, current
distribution, social media stats, ingredient lists, certifications,
marketing plans and founder videos. Retailers can message
suppliers within the platform to explore potential partnerships.
Brands can exclude certain buyers to remove duplicates.
Retailers, meanwhile, can narrow their searches to specific
categories such as clinical skin care and apply filters to create
narrow search parameters such as brands that have no current
distribution, those that have natural or organic status, or those
that originate from specific countries.
Jackson noted that the RangeMe system can be embedded in
retailer buyers’ workflow, allowing them to seek out innovation
year-round. Retailers can even recruit prospective suppliers to
the RangeMe platform. n
***Kind Eye ( www.kind-eye.com) provides a portal that connects independent
ethical beauty care brands and retailers, while also allowing consumers to search
for and purchase products.
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