Of the top 100 Consumer Packaged Goods brands, 90% lost share and two-thirds lost revenue in 2015.

These declines are in the face of overall category growth.

What is going on?

While the short tail dominates in tech, with more spoils going to fewer firms (such as Amazon, Apple, Facebook, and Google), in consumer the so-called  long tail of specialist goods has life.

Estée Lauder and L’Oréal commanded a 53% share of the luxury skincare market in Q1 2015.

Today, consumers are only a few searches and reviews away from discovering the specific product that matches their exact needs, foregoing the need to defer to the traditional brand.

Why trust your pores to Nivea, when there is JeJu Sparkling Mud Foam Cleanser.

What do successful long-tail brands have in common?

Long-tail brands are typically found in growth channels. In beauty, these are Amazon, Ulta, and Sephora.

Long-tail brands are really, really good at Instagram. The correlation between beauty brands’ performance on Instagram and revenue growth is strong.

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