Cosmetics Design spoke with marketoonist Tom Fishburne at the recent Cosmetics Vision event in Cannes, who made this point after a session of inspiration and idea-making.
According to the man who attended Harvard and worked at Method Products, Nestle and General Mills, brands are currently playing it safe.
“There has never been a better time to be in marketing. Brands are following the pre-existing rules for the categories they are in – when they should be really looking outside of this” says Tom, who has helped companies such as Unilever.
“Brands need to forget everything that has been learnt before and take a different approach. You need to approach an idea as a consumer would.”
In doing so, Tom says that focus is important, as brands should not look to appeal to everybody; instead focus on what the specific target group wants, as it creates a better connection.