StudioTracker
Well-Known Member
How to Increase Skincare Sales
Despite previous positive forecasts for the beauty industry, industry experts report that the latest research suggests that the recession has begun to affect the industry (Mintel Beauty Innovation, November 2008). Experts forecast that the next year will be one of consolidation as women try to cut back on spending. Only the strongest skincare brands can expect to survive as customers demand even for more their money. However Mintel market intelligence have also identified a number of consumer trends which have captured the consumers imagination and may help to drive sales in this difficult time.
v Trends
· Women will look for get more for less, and want products which offer clearly demonstrable benefits.
· Consumers are increasingly looking to purchase products which are sustainable and dont test on animals.
· Consumers are increasingly expressing preferences for natural products which are derived from organic or otherwise pure ingredients, such as plant extracts.
· Conversely, another set of consumers are increasingly sold on the scientific approach and look for products which contain ingredients like ceramides and antioxidants.
v Sell Sell Sell
Armed with this knowledge there are a ways you have adapt your approach to sales to monopolise on the current climate: -
· Personal recommendation still remains the most important factor in driving sales in this market. A survey of 30,000 salon users conducted this year found that over half of respondents who purchase products from a salon do so on the recommendation of a professional (Mintel). Therefore, beauty professionals should ensure they tailor their approach in to each treatment, taking the client through the products used, including allthe different features and benefits.
· All beauty salons will benefit from having a range of products in stock which offer different benefits which appeal to different customers, for example stocking both organic and lab-developed skincare ranges all, of which should boast multiple benefits and have a good reputation in the industry.
· Premium skincare brands also enjoy a relatively high degree of loyalty (Mintel, 2004), indicating the importance of maintaining a record of a clients preferences in order to maximise on repeat purchases.
· Similarly, hand creams and facial creams have been found to be the most frequently applied products, indicating that these could provide a foot-in-the door in terms of both developing brand loyalty and cross selling to serums, cleansers and exfoliators.
· Finally, offering clients do dont usually purchase products on top of their treatments trailed sized samples of basic skincare products may be effective in encouraging them to adopt an allegiance to a particular brand.
Despite previous positive forecasts for the beauty industry, industry experts report that the latest research suggests that the recession has begun to affect the industry (Mintel Beauty Innovation, November 2008). Experts forecast that the next year will be one of consolidation as women try to cut back on spending. Only the strongest skincare brands can expect to survive as customers demand even for more their money. However Mintel market intelligence have also identified a number of consumer trends which have captured the consumers imagination and may help to drive sales in this difficult time.
v Trends
· Women will look for get more for less, and want products which offer clearly demonstrable benefits.
· Consumers are increasingly looking to purchase products which are sustainable and dont test on animals.
· Consumers are increasingly expressing preferences for natural products which are derived from organic or otherwise pure ingredients, such as plant extracts.
· Conversely, another set of consumers are increasingly sold on the scientific approach and look for products which contain ingredients like ceramides and antioxidants.
v Sell Sell Sell
Armed with this knowledge there are a ways you have adapt your approach to sales to monopolise on the current climate: -
· Personal recommendation still remains the most important factor in driving sales in this market. A survey of 30,000 salon users conducted this year found that over half of respondents who purchase products from a salon do so on the recommendation of a professional (Mintel). Therefore, beauty professionals should ensure they tailor their approach in to each treatment, taking the client through the products used, including allthe different features and benefits.
· All beauty salons will benefit from having a range of products in stock which offer different benefits which appeal to different customers, for example stocking both organic and lab-developed skincare ranges all, of which should boast multiple benefits and have a good reputation in the industry.
· Premium skincare brands also enjoy a relatively high degree of loyalty (Mintel, 2004), indicating the importance of maintaining a record of a clients preferences in order to maximise on repeat purchases.
· Similarly, hand creams and facial creams have been found to be the most frequently applied products, indicating that these could provide a foot-in-the door in terms of both developing brand loyalty and cross selling to serums, cleansers and exfoliators.
· Finally, offering clients do dont usually purchase products on top of their treatments trailed sized samples of basic skincare products may be effective in encouraging them to adopt an allegiance to a particular brand.
