Beauty Store Business

MAR 2013

For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!

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FANTASIA ® Aspinall adds that as a makeup artist she relies on pro beauty retailers not only because they have their fingers on the pulse of new trends and new lines but because she doesn't have a lot of time or money to invest in the neverending world of new products. "Some retailers will go as far as to offer classes and demos for various products. As a professional, I appreciate anything that allows me to continue educating myself and improve my craft and art," she says. Photo by David Alley "Makeup artists are continually being challenged to create new looks, new esthetics, new trends and be on the cutting edge of makeup and skincare technology," Garbin continues. "So these retailers are mission-critical to providing us with the newest, highest-quality products on the market." With the beauty industry experiencing tremendous growth and new products continually inundating the market, Garbin finds it's increasingly difficult to stay on top of the latest trends. This is why it's critical to have pro beauty retailers to help target the best products. "A full 90% of the time we are living on sets and don't have the time to shop for new stuff," says Melanie Mills, a celebrity makeup artist and creator of Los Angeles-based Gleam cosmetics (gleambymelaniemills.com). "I love it when a retailer has a sample of something I haven't tried yet. It helps to make me feel on trend and to be able to offer something new to my clients as well." BRANDING: AN ADDED BONUS Melanie Mills As a specialized beauty brand, one of the most significant challenges is determining a distribution strategy. In the past, it either launched in a department store or in a drugstore. However, over the past 15 years or so, it seems that distribution is shifting to include pro beauty retailers. Garbin notes that pro beauty retailers are an integral component of her business Argan Oil Curly or Straight because her skincare line is sold only by them and in professional online stores. "These retailers provide branding and unique exposure to clients I wouldn't normally be able to reach," she says. "They provide great quality interaction with customers that [I] wouldn't get in normal retail chains and an associated level of excellence that comes with being [linked] with well-regarded pro beauty retailers." Banowetz agrees, adding that it's very important for a stylist to be able to touch, feel and test his line of tools. "Our rotating iron is brand-new technology, so there's a bit of a learning curve associated with it," he says. "In-store demos offered by professional beauty retailers give us an opportunity to connect directly with customers." Overall, Aspinall believes the link between the artist and retailer will always be strong. "We will always need to buy product and they will always seek to sell product. I think the more successful retailers will be the ones who stay connected to their artist clients and are able to provide the products we want and need and introduce us to things we didn't even know we wanted or needed." ■ Terah Shelton Harris is a Eufaula, AL-based freelance writer. Your hair... your way... Experience the wonders of Argan Oil, one of the rarest, exotic oils in the world... now available in two, unique formulas! Smoothing Serum Straight/Soft Hair Curl Define Creme Curly/Frizzy Hair Fantasia Industries Corporation 620 Valley Health Plaza, Suite A Paramus, NJ 07652 © 2012 Made in USA fantasiahaircare.com 32 March 2013 | beautystorebusiness.com

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