Beauty Store Business

DEC 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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Page 64 of 71 | December 2017 61 organized and fresh so consumers are not overwhelmed and are able to browse freely. Makeup will only sell if it looks beautiful on display, and will only be tested and applied if products are clean. Keep testers full and offer a selection of disposables so that customers can play around. This is why they are in the store to begin with—to touch, smell and feel items before they buy them. Signage and marketing materials play a big role in any brand's success within a store carrying competing lines. Most manufacturers have marketing material available, from signage and window or wall decals to promo materials. Custom- ers should have a sense of what brands you carry even before entering the store. Shifting merchandise and staying on top of trends is the key to keeping your store in line with competitors, so make sure to carry a mixture of niche brands as well as popular staples, which will bring in a diverse demographic. Bring in new launches often to create buzz and excitement in the store. Placing new items on a countertop and cycling them every two to three weeks is a great way to promote impulse purchases. Just like a grocery store, stock your staples in the back of the store so that consumers will walk through and notice other items as they make their way to the necessities. ATTEND SHOWS Distributor shows are a great way to discover brands and find excellent deals. Brands will provide everything that has been covered above, offering education and deals all in the same day! They give additional discounts, offer gifts with purchase orders and may even agree to offer a class to showcase seasonal trends and announce new product launches. The show floor dis- plays also allow you to visualize what the brand will look like in your salon or store. But perhaps most importantly, you can speak with brand representatives and try a prod- uct before you buy it for your customers. It's a small investment for all the benefits that come from attending. Likewise, exhib- iting at shows allows me the opportunity to speak directly with store-owners and hear their opinions, which is where I get many ideas for new products, improve- ments and displays. In a world filled with online purchas- ing, there is still a huge need and desire for brick-and-mortar shopping. Your in- store customers are a vital source for finding out what is hot and trending, so use them to guide you in the right direction as far as selecting new brands and prod- ucts to carry. You want customers to feel confident in their purchasing decisions, and stay loyal to those brands in the long run. There are many pieces to the puzzle of success in beauty sales. As long as you integrate solid training and educa- tion, have a well-presented storefront with a thoughtful layout, offer a broad mix of products and have communication flowing from the manufacturers to guide the customers in your store, success should be fairly simple! ■ Lori Leib is certified in Professional Makeup Artistry. She currently serves as the creative director for Bodyography Professional Cosmetics. Makeup will only sell if it looks beautiful on display, and will only be tested and applied if products are clean.

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