Beauty Brand Strategy & Consulting

A Challenger Brand is not necessarily a David vs. a Goliath. Or an incumbent vs. an insurgent. It’s a mindset. A brand intent on defying conventional wisdom that limits creativity or one that abides by “this is how it’s done” in the xyz category. It’s more than challenging competitors. It’s about challenging ideas, behaviors and sometimes, even entire industries. Challenger Brands are built a bold belief that the status quo is simply not good enough. And a passion to forge an entirely new path. They may not be market leaders (yet). But they are definitely thought leaders. Brands of all sizes regardless of category, competition, heritage or resources can be a Challenger to drive ambitious growth and impact.

Our answer is always the same.  Yesterday. Your brand is your company’s most valuable asset. Branding is not some “nice-to-have” marketing tactic. It’s the first thing a company should do. And the last thing they should abandon. A clearly defined brand influences customer choice. Differentiates you from your competitors, builds loyalty, establishes your culture and ultimately drives to your company’s growth and success. It’s also your guiding light, your beacon that will help you make better decisions and avoid costly mistakes.

We don’t cut and paste, swap one brand look and feel for another. Meaning we don’t have an agency style. We take the time, view every project from a very personalized perspective. And because we’re small, we can roll up our sleeved and get in the mosh pit with you to mix things up. 

Of course, Insurgents is not for everybody. Some clients prefer and need the structure of a more traditional agency approach with layers of support staff. But if you’re someone who likes to be challenged and move fast, is audacious and courageous, we’re your guys.  

We know that small shops like ours (and perhaps yours, too) must be thoughtful about time and monies. Our nimble business model means we have no overhead outrageous agency bloat that bogs thinking – and budgets - down. Seriously who has time for that! And we don’t markup up our fees or expenses. So we can achieve your goals at rates lower than traditional agencies. We are never wasteful with budgets.

Glad you asked! After years of stirring up some super successful product and kicking ideas around with the scientists and product developers at Estée Lauder labs in Melville, we know just what it takes to formulate a winner. In fact, last year, we helped create 11 new products for Canadian beauty company Fiéra. We know what works, what wins and what wows!