Expanding into a new market can unlock major growth, but it can also expose brands to costly missteps if decisions are based on instinct rather than insight. We recently partnered with Launchmetrics and 111SKIN on a webinar exploring how brands can approach expansion with more precision.
Guided by fresh research from Launchmetrics, the discussion unpacked how brands can measure real brand impact, activate the right voices in each market and balance global brand identity with local relevance.
What We Covered:
- How Data Can Guide Market Expansion
- Why Growth Requires a Smarter Expansion Strategy
- Redefining Influence in Global Markets
- Balancing Global Brand DNA with Local Nuance
- Why Traditional Media and PR Still Matter
- Measuring Brand Impact Beyond Revenue
Speakers:
- Michael Edelmann, CMO, 111SKIN
- Katherine Knight, VP, Brand & Communications, Launchmetrics
- Alexa Dornagon, Content Director, CommerceNext
How Data Can Guide Market Expansion
Market expansion has traditionally involved a mix of intuition, trend watching and experimentation. But in a more competitive and cost-conscious environment, brands increasingly need a clearer roadmap.
Launchmetrics opened the session by emphasizing the importance of using data to identify where brands have the strongest growth potential and which channels or voices are driving visibility. Their platform measures brand performance across influencers, media outlets, celebrities, owned channels and partners.
At the center of this system is Media Impact Value (MIV), Launchmetrics’ proprietary metric designed to translate marketing visibility into a standardized monetary value. Each social post, article, placement or engagement contributes to a brand’s overall impact score.
Rather than evaluating marketing channels separately, MIV helps brands understand how their entire brand ecosystem contributes to growth. Teams can compare performance across regions, benchmark against competitors and identify which strategies generate the greatest return in brand visibility.
Why Growth Requires a Smarter Expansion Strategy
During the panel discussion, CommerceNext emphasized that expansion has become a necessity rather than a luxury for many brands. Margins are tighter, competition is increasing and consumers expect more personalized experiences across channels. For brands to sustain growth, they must find new audiences and new markets but do so strategically.
This means combining multiple growth levers, including ecommerce, retail partnerships, influencer collaborations and local activations.
Rather than viewing expansion as a one-channel effort, leading brands approach it as a coordinated ecosystem. Retail presence, digital channels, experiential marketing and PR all contribute to building awareness and trust.
Redefining Influence in Global Markets
Influencer marketing remains one of the most powerful tools for entering new markets, but the definition of “influence” is evolving.
Panelists discussed how traditional beauty influencers are now part of a broader ecosystem that includes athletes, makeup artists, stylists and industry professionals. These voices often carry stronger credibility because they bring expertise or authentic connections to the community.
For 111SKIN, building trust has always been central to its expansion strategy. The brand focuses on authentic relationships and long-term partnerships rather than transactional sponsorships.
Experiential activations such as spa collaborations, educational events and product demonstrations play a key role in building this credibility. These experiences allow consumers and creators to engage directly with the brand and understand the efficacy behind its products.
Balancing Global Brand DNA with Local Nuance
One of the most complex challenges brands face during expansion is maintaining a consistent brand identity while adapting to local culture. The panel emphasized that successful brands establish a clear global strategy but allow local teams and partners to tailor execution to each market.
This might include hosting educational events, collaborating with regional creators or working with local media outlets that already have the audience’s trust. The takeaway for brands entering new regions is to maintain the core values that define the brand while embracing the cultural nuances that resonate locally.
Why Traditional Media and PR Still Matter
While social media and creator partnerships dominate many marketing strategies today, the panel highlighted the continued importance of traditional media and industry recognition. Editorial coverage, awards and press mentions provide powerful third-party validation that can accelerate trust in new markets.
Brands should actively amplify these signals across social media, CRM channels and advertising campaigns. When consumers see a brand recognized by respected publications or industry organizations, it strengthens credibility and reduces friction in the purchase journey. These signals can be particularly valuable during expansion, when consumers may be encountering a brand for the first time.
Measuring Brand Impact Beyond Revenue
Finally, the discussion returned to the importance of measurement. While sales remain the ultimate metric, brand-building activities such as PR coverage, influencer partnerships and experiential events often deliver value long before revenue appears.
Metrics like MIV help teams quantify these early signals and align marketing investments with long-term business goals.
By benchmarking performance across markets and channels, brands can identify which initiatives are worth scaling and which should be refined or replaced.
This webinar only scratched the surface of the insights available in Launchmetrics’ latest research on market expansion strategies for fashion, lifestyle and beauty brands.
The full report includes deeper benchmarks, regional performance data and actionable frameworks that can help brands identify growth opportunities and activate the right voices in each market.
Download the full Launchmetrics report to explore the data and insights shaping the next wave of global brand expansion.
