Beauty Store Business

OCT 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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38 October 2017 | kirin_photo With the holidays right around the corner, it's time to fi ll your store with gift sets and stocking stuffers that'll fl y off shelves. or a profitable holiday season, there are a few key factors that Mavala USA's managing partner Billy Vito Lavenia has learned over the years. First and foremost, brands and beauty stores can never be too prepared—so start your purchasing as early as possible. When it comes to knowing what merchandise to stock, it's all about bundles and inexpensive stocking-stuffer impulse buys. "Our best-selling items are typically bundled items," Lavenia says. For example, during the holiday season Mavala USA pairs its Double-Lash treatment with a mascara that contains the same nutrients and proteins. "We do the same for pro nail care by pairing supporting products with the leader of the category." While buying gifts for others, consumers are on the lookout for a great deal—not just in price but perceived value. Lavenia suggests offering additional discounts and supplying customers with limited-edition holiday packaging to give customers even more of an incentive to buy. "What we find most important is the bundled discount that draws the consumer to the best deal," he says. Take a look at these seasonal offerings that will add holiday cheer to your store. —Karen Wilhelmsen

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