The high level of competition in the cosmetics and perfumery sector makes it more challenging for brands to be chosen by consumers, whether because they are not recognized, do not guarantee a good shopping experience or do not ensure or make the quality of their brand noticeable.
The reasons can be varied, as can the opportunities to overcome mint phone number data and, certainly, increase your sales. See how these 6 tips can make a difference in your cosmetics and perfumery business!
Tip 1 - Invest in quality images and videos
One of the fundamental points to follow in any business with an online presence is to invest in quality images and videos for its channels, especially digital ones.
Try to have images of beauty products that include the packaging and the product itself. Cosmetics often have specific colors and it is essential that customers can perceive the color and texture as realistically as possible. To do this, opt for natural light and settings that are as simple and white as possible.
Likewise, depending on the type of product and whenever possible, you can also include videos and images of the product in use. For example, in the case of makeup eyeshadows, it may make sense to have images and videos of the product applied to different skin tones, as the final effect will be different. For moisturizing creams and cleansing products, you can include before and after photos to prove the effectiveness of the products on people's skin.
Tip 2- Invest in different promotional campaigns
Humans are extremely sensitive to promotions, in the sense that it is something that strongly encourages them to buy.
As such, there are “key moments” that are conducive to these promotions, such as Black Friday, Christmas, Valentine's Day, Easter or sales, for example, in which it is essential to adapt with a competitive offer.
Alternatively, you can implement personalized promotions to encourage purchases at other times of the year. Offering free shipping or special promotions when purchasing a certain amount of items can be a good way to do this.
Suggestion: Analyze your average cart/ticket and try to run promotions a little above that average, in order to also increase your average cart.
Tip 3 - Make small offers
In the cosmetics and beauty products industry, it is common for customers to feel the need to test products before actually purchasing them. As such, free cosmetic or perfume samples are essential so that they can try small quantities of the product before actually purchasing it.
This is why major cosmetics brands, such as L'Óreal, Vichy, Lancôme, Shiseido, among others, already create and supply this type of item to their main customers.
On the other hand, these can also serve as an incentive to purchase if, for a purchase above x value, y samples of items are offered.
Generally, this type of strategy requires little investment on your part and results in positive feedback from the customer, in terms of feedback and number of sales.
Tip 4 - Explore the power of email marketing
More and more companies are testing and understanding the impact of email marketing on their businesses. But how do you take the first steps in this area? Give your customers the opportunity to subscribe to your newsletter directly, offering content or even an exclusive discount. This simple act will already encourage purchases.
Once you have express authorization from customers to use their data for commercial and marketing purposes, segment your communications and send personalized emails to each type of customer.
For example, you can send emails with gift suggestions, featured promotions, new items and new collections, suggestions for complementary products, makeup and personal care tips, among others.
These types of emails are a way to maintain engagement with your customers and promote purchases.
Tip 5 - Create partnerships with Influencers
Influencers (or Digital Influencers) in the fashion and beauty sector have gained enormous prominence in recent years, both in Portugal and globally. They are even seen, especially by the new generations, as an example of lifestyle and as their “advisors”.
In this way, cosmetics and perfume brands have adapted to this new reality and used these Influencers as a means and communication channel to publicize and promote their products or even to “show their face” through special collections, in their name. The response has been reflected in articles that sell out in seconds, often.
