By  on June 6, 2014

The founders of indie makeup brand Ardency Inn revealed the secrets of successful lifestyle labels.

“A lifestyle is defined by a community of like-minded people, who have [similar] instincts and recognizable characteristics,” began Stephane Siboni, Ardency’s cofounder and co-chief executive officer. “By buying into the brand, the consumer is buying a kind of membership into this group. A great lifestyle is narrow enough that it’s clearly defined and identifiable, yet it has a broad appeal.”

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