Beauty Store Business

AUG 2014

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

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54 August 2014 | beautystorebusiness.com Lovely by Sarah Jessica Parker; and Viva La Juicy by Juicy Couture. The top-selling menÕs fragrances are Eternity by Calvin Klein; Cool Water by Davidoff For Men; Black by Kenneth Cole; Guilty Pour Homme by Gucci; and Acqua di Gio by Giorgio Armani for Men. What's the difference between perfume, eau de parfum, eau de toilette, and eau de cologne? The differences are simply a matter of the amount or concentration of oils in the fragrance. These oils are called juice. The highest concentration of juice is in perfumeÑor parfum. Next would be eau de parfum, then eau de toilette and finally eau de cologne. Eau de toi- lette and eau de cologne are generally interchangeable, particularly in menÕs fragrances. Aftershave has the least amount of oils. The higher the concentra- tion of juice, the longer a fragrance will last and the less you need to apply. What are some of the biggest trends in fragrances right now? One of the biggest fragrance trends on the rise is incorporating fresh ingredients such as mint, rhubarb, saffron and dry spices into formulations. Also, many pop- ular fragrances are taking a more opulent approach with new, spicier compositions that feature notes such as patchouli and amber. As for delivery systems, sampling is on the rise. People are interested in the idea of trying before buying, especially when it comes to an everyday luxury product such as perfume. FragranceNet. com puts fragrance samples in every outgoing box to increase customer loyalty and also to bring awareness to brands that customers may have otherwise over- looked. The customers love it! With so many fragrances available today, can you share any advice on how a beauty retailer might start to incorpo- rate fragrances into her store? ItÕs always best to start with incorporat- ing the top-selling fragrance brands, such as Dolce & Gabbana, Calvin Klein, Giorgio Armani and Davidoff. You can always add additional lines as the cate- gory grows and gains awareness among your existing customer base. Can you also explain the difference between prestige and mass fragrances? Prestige fragrances are designer, high-end and expensiveÑthink Creed, Bvlgari and Dolce & Gabbana. Mass fragrances are sold in drugstores and discount stores. There are also celebrity scents, which fall between prestige and mass [catego- ries]. All three categories have top-selling brands, and all three have fragrances that are excellent. FragranceNet.com carries all brands in all categories. How have you changed with the times to keep your website current over the years? FragranceNet.com has remained a leader in the e-tail space by constantly adding new merchandise and product categories. We take our data very seriously and use it to gain insights that will lead to a better under- standing of our customersÕ behavior. We have mastered how to maximize customer acquisition and sales from new opportuni- ties in mobile commerce, social media and email marketing. Our most recent website redesignÑthatÕs set to launch this yearÑ will include product pages that feature social tools such as photo walls, interactive questions and answers, and more. Please explain your Corporate Discount Program. Our Corporate Discount Program allows companies and organizations a no-cost way to provide their employees/members with discounts to FragranceNet.com. How does your Affiliate Program work? Our Affiliate Program offers online busi- nesses the opportunity to earn commis- sion revenue for any visitors they refer to our site who complete a purchase. For added flexibility, the link to our website may be in the form of a banner ad, an icon or a text link. We run our program through a third party, Linkshare Networks. If a perfume manufacturer/ supplier wanted to be included on FragranceNet.com, what would the process be? Send us an email. We are always willing to explore new opportunities. They may/may not be a fit, but we are always interested. Have you considered opening a brick-and-mortar store and/ or a pop-up store? We currently have no plans to open a brick- and-mortar store. Our website is a full-time job and then some. We believe in our business model. As we move forward, our goal isÑand has always beenÑto grow globally and be the best that we can be. What's the future of the fragrance industry? I believe [that] social media will have a profound effect on the future of the fra- grance industry. People love to talk, and word-of-mouth marketing is back in the mix! A fragranceÕs success nowadays is not only determined by its ability to target [the] consumerÕs desire to indulge through packaging and marketing, but also by its status in the social-media landscape. Marketers are already beginning to respond to this change in the industry by intensively using social media such as Facebook, Twitter, YouTube and Instagram to create an organic buzz among consumers before the launch of new fragrances. How does the FragranceNet.com of today compare to the 1995 version? How do you envision the future? When we started in 1995, we had 300 products. Today, we have more than 17,000 SKUs. Our selection grew tre- mendously as our company evolved. Our logistics have also changed dramatically. We pick, pack and ship. Automation has become an integral part of the 2014 version of FragranceNet.com. ■ Liz Barrett is an Oxford, MS-based writer. Her first book, Pizza: A Slice of American Histor y, hits bookstores in September. "Marketers are using social media to create an organic buzz among consumers before the launch of new fragrances." All images courtesy of FragranceNet.com F r a g r a n c e N e t c o m - T h e S w e e t S m e l l o f S u c c e s s . i n d d 5 4 FragranceNetcom-The Sweet Smell of Success.indd 54 6 / 2 6 / 1 4 3 : 0 9 P M 6/26/14 3:09 PM

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