Large companies often focus R&D on high-ticket items, neglecting smaller accessory categories. This creates a market gap for focused startups to innovate and solve specific problems that bigger players overlook, allowing them to build a defensible niche.

The "perfume talk" trend, where users layer multiple scents, has amassed billions of views on TikTok. This proves the platform's power to rapidly scale hyper-specific consumer communities, creating unexpected marketing opportunities for brands that can tap into these unconventional, high-engagement trends.

For mass-market brands in India, premiumization is a gradual process. Instead of trying to convert a consumer from a ₹10 product to a ₹200 one, the successful strategy is to create a slightly better, slightly more expensive version (e.g., ₹15). This incremental approach is more effective than trying to force a large jump in price point.

For beauty brands, India is a crucial market for miniature or 'mini' sized products. These minis act as a vital bridge for a value-conscious consumer base, allowing them to trial premium or prestige products at a lower price point before committing to a full-size purchase, thereby de-risking the adoption of new brands.

According to Shopify's President, the key to building the next wave of billion-dollar brands isn't capturing a slice of an existing market, but creating a new one entirely. Brands like Skims and Gymshark succeeded by redefining their categories (shapewear, athletic apparel), effectively creating new TAM rather than just competing for it.

Companies like Bath & Body Works are moving beyond visual marketing by infusing physical spaces with signature scents. This "scent-a-gration" leverages the powerful link between smell and memory to create deep, lasting brand associations in high-traffic areas.

Young consumers are moving away from having one signature perfume. Instead, they are 'fragrance wardrobing'—collecting multiple, often smaller-sized, scents for different moods and occasions. This behavioral shift creates opportunities for brands to sell variety packs and smaller SKUs, increasing purchase frequency and basket size.

Many marketers mistakenly start with the goal of creating a new category. However, a new category only emerges as a downstream consequence of a strong, existing demand that is poorly served by all current products. The demand must exist before a new category can be successfully established.

Affluent consumers and the mass market have fundamentally different approaches to purchasing. The wealthy often sort search results from "high to low" price, seeking to upgrade their lifestyle and find the best quality. In contrast, the majority sort "low to high," managing a budget. This is a critical psychological distinction for brand positioning.