Ilia Beauty - Success Case Study

'Success Case Study: Ilia Beauty' is part of the publisher's Successes and Failures case study series. Launched in 2011 by Sasha Plavsic, the clean beauty brand Ilia started in Vancouver and expanded across more than 30 countries across the world. To date, the brand offers over 100 beauty products made from 'natural' and synthetic ingredients that are 'clean' (i.e. do not cause bodily harm, such as skin irritation). The company plans to expand its presence to international markets.

Ilia Beauty took note of emerging consumer behavior and introduced new strategies such as a direct-to-consumer (D2C) channel. The company also benefited from its partnership with leading retailer Sephora, which regularly provides online price promotions. Ilia successfully identified the demand for sustainable and ethical products. Its strategy of minimizing waste through the Pact Collective proved to pique consumer interest.

Scope

• Find a balance between artificial and natural ingredient formulations, while being careful not to compromise product quality.
• Engage with environmentally consumers through sustainable formulation and packaging strategies.
• Invest in a comprehensive digital strategy to help boost brand exposure and minimise costs. D2C channels and influencer partnerships can boost online sales.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.