Repeat customers are the goal of every beauty clinic. New Zealand’s Skinsmiths bills itself as a regular ‘gym for your skin’, opening seven stores in London in quick succession this year – and promoting annual membership packages at the heart of its engagement strategy.
Two high-profile make-up launches from Asos and C.Y.O exemplify the rising popularity of low-cost, high-quality cosmetics aimed at the lucrative teen/millennial markets (90% of girls and 69% of boys aged nine to 17 are beauty product users in the US – Mintel, 2016).
Look back a few years and you’d be pressed to find a beauty brand outside of the luxury market that offered personalised, VIP-feel experiences to its customers. Now, however, mass market brands are able to use tools like social media to forge deeper relationships with their customers, whatever their average spend. Here, we take a look at ‘concierge commerce’, targeted content creation and personalised shopping experiences.
In a society that never sits still, retailers need to work even harder to try to keep their customers in their stores and on their websites. Here, we investigate how one-stop shops have found a winning formula by blending high-end and lower-tier products, and why curated, insider-endorsed edits of product are having their moment. Plus, we take a look at why Estée Lauder’s new Millennial-targeted line is taking a different retail approach to its ‘big sister’ brand.
Shiseido has launched an interactive, kiss-sharing mobile campaign to promote its new lipstick collection to digital natives Gen Z – a group that now constitutes 40% of global consumers (Pew, 2015).
A new beauty brand is set to disrupt the industry’s traditional distribution model by tapping into the ‘see-it-want-it-now’ consumer attitude – a bold move that could shape future product launches.
British publisher Time Inc. UK has launched a beauty website called Powder that offers personalised product suggestions based on users' self-selected filters, shrewdly wrapped in corresponding editorial content. A box of personalised products (both samples and full-size) can also be ordered for £36 ($52) every quarter.
Image source: SMG
New British beauty e-marketplace Blusho is shaking up the sector with an unusually democratic retail model that merges user-generated content within an affiliate e-commerce model.
The site allows anyone from professional make-up artists to amateurs to become influencers by sharing images of their work within the community, or participating in themed competitions. However, only top contributors – those deemed by Blusho as having particularly high-quality work – are invited into an elite section on the site where they are able to monetise their content.