Beauty Store Business

JUL 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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vitalssss/ 20 July 2018 | THE EYES HAVE IT Dazzle your customers with these irresistible products for the lids, lashes and brows! N o matter the season, bright, vibrant eyes are a must for every ensemble– which is why the eye cosmetics category continues to be one of the beauty industry's top sellers. Last year alone, cosmetics for the eyes generated more than $2 billion in sales in the U.S., according to market research by Statista. Within this category, mascara reigns supreme, generating $942 million in sales in the U.S. in 2016. And it's easy to understand why. Customers have a variety of options to achieve a luxurious lash look, either by applying falsies themselves or opting for a thick, jet-black mascara to get voluminous results. Groomed brows, not overly plucked, are equally important to a bold lash line. To get precise results for brows and lids, consumers can choose from an array of professional- grade tweezers, grooming tools, makeup brushes and applicators at competitive prices. Age-defying products that address dark circles, puffiness and crow's feet are also attractive to customers wishing to maintain a more youthful look. With today's eyeshadows covering the spectrum from barely-there neutrals to eye- catching pops of color, your best bet is to allow customers to test out this season's shades in your store to find their best color and style. "Testing is the best trigger for eye beauty products," says Kate Won of I-Envy Professional, makers of a variety of lash and brow products. "Retailers can put a tester with a mirror on the display." Having a point-of-purchase image of a model wearing the eye makeup can be effective, too, but a hands-on experience can give your store an edge. "We recommend inviting a makeup artist to the store so that customers can find the right products through professional consultation," Won says. To help your customers perfect their eye makeup, consider offering these cosmetics and tools in your store. –Ann H. Carlson

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