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On this episode of Mintel Little Dialog, host Andrew McDougall dives into the world of challenger manufacturers—what drives them, what makes them profitable, why we want them, and what extra established manufacturers can be taught from them. They supply disruption past new product innovation and use storytelling to create communities round an untapped shopper want, from substances and packaging to model ethos. Prioritising psychographics over demographics, agility and velocity in choice making, and disrupting cultural norms by normalising new behaviours, be taught concerning the methods that drive success for indie manufacturers.
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MEET THE GUESTS
Andrew McDougall (host)
Affiliate Director, International Magnificence and Private Care
Senior International Magnificence Analyst
Director, Mintel Tendencies, EMEA