Beauty Store Business

AUG 2018

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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22 August 2018 | EVENT PLANNING The online experience can never replicate the fun environment and face-to-face camaraderie of in-store events (bonus points if they help educate or make clients feel like insiders or VIPs). "I tell my retail clients to host events with experts, then increase your exposure by using the expert's social media and email list to promote the event," says Lindsay Anvik, a business coach and CEO of See Endless, which provides business coaching based in Charlotte, North Carolina. "Then, in-store, an expert can also help you push certain products and encourage additional shopping." Malina Dettore, multiunit manager of the four-location Nue Brows to Brazilians + Beaute Bar, based in Charlotte, North Carolina, often hosts pop-up events with beauty vendors or local, noncompeting businesses–such as bringing in medispa pros for Botox parties. "They offer their services at an exclusive rate; they get exposed to our clients, and we get exposed to theirs–many of whom didn't know about our products and services, which gets us recurring clients," Dettore explains. "We'll switch it up: Sometimes we do client appreciation events with champagne and hors d'oeuvres, offering deals on products and services; or, we'll partner with a makeup rep to do make- overs for specific holidays like Mother's Day or prom season." At Scrubz Body in Farmingdale, New York, owner Roberta Perry similarly sings the praises of fun events that target all age groups, like Make Your Own Scrub parties for kids. "We treat our customers so well that they bring their friends and families," Perry says. "We host Ladies' Nights and children's birthday parties– which bring in groups of six to 18 people at one time–or host fundraisers. When they're here, being genuine and truly caring about customers' buying and using experience is key; you can't get that type of service online!" Jessica Tsukimura, senior director of client services at the New York-based branding agency Stag&Hare, agrees that brands must extend their concept beyond sales and product alone to successfully garner retail traffic. "They understand that their brand should fit into their customers' lifestyles and pivot to offer experiences that further illuminate who they are and what they stand for," Tsukimura explains. "For example, Lululemon offers in-store classes to connect with local fitness communities and The Tile Shoppe offers grouting classes on Saturdays for DIYers to beef up their skills." How does this translate to beauty stores? Tsukimura recommends that since beauty is a "treat yourself" moment, an affordable luxury, ask how you can pamper your customers or make them better informed–perhaps through makeup tutorials or panel discussions with popular, local beauty bloggers that you can live- stream from your store. UNDER THE INFLUENCE The internet may be smuggling sales from your store, but it can also work to bring them back thanks to social media. Marc Gingras, CEO of Foko Retail in Quebec, Canada, works with top retailers like Whole Foods and Nike and points to the meteoric rise of Glossier as clear evidence that influencer marketing works wonders. "Founder and former model Emily Weiss built her direct-to-consumer business on the success of her blog, Into the Gloss, where she interviewed everyone from Kim Kardashian to Karlie Kloss about their daily beauty routines and secrets, allowing her to replace traditional R&D with one-on-one interviews," Gingras recounts. "Today, she considers 'every single woman ... an influencer,' gauging the success of new products based on their virality on social media and crowdsourcing product ideas based on consumers' wants and needs." You don't need celebs on speed dial to tap into this trend; you just need a strong brand and social media presence that excites your customers enough to create content, in effect promoting your store for you. Even better, they'll tell you what they want to see next. "By sharing as many photos of models using their products as regular customers on social media, Glossier's consumer-first approach to digital content encourages the use of brand-specific hashtags (like their signature #glossierpink)," Gingras adds. "This organically boosts awareness as customers vie for a coveted spot on their Instagram, which has 1.1 million followers and counting." Again, you don't need a million followers to tap into millennials' crave for Instagram fame–why not spotlight a loyal customer and her must-have beauty picks on social media? She'll share the post with friends and family and possibly start a conversa- tion, thus expanding your own circle of influence while receiving insight into what customers want. During events, Tsukimura notes, creating "Instagrammable" moments is key. For example, New York-based media company "Shopping online will never be able to give you the same feeling of being part of a movement and moment like visiting a brick-and-mortar location can." —Marc Gingras, CEO, Foko Retail Today's top retailers and brands are filling their stores with sparse designs and carefully curated product lines to make shopping experiences feel essential and exclusive. Shoppers are no longer content with cluttered drugstore aisles or dodgy department stores. Make the retail space feel luxurious by focusing on creating a lasting impression customers can't find anywhere else. From top: Sorbis/, fiphoto/

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