Deal or No Deal
Millions of savvy shoppers love the deep discounts Groupon.com features. Consider this collective-buying model to drive new traffic to you.
by Shelley Moench-Kelly
A tantalizing offer of “$20 for $40 worth of lotions, potions, and more” from Beauty Store Salon & Spa in Austin, Texas, went live on www.Groupon.com on April 11.
As with all offers featured on this collective-buying website, the deal would be a go only if at least 100 people bought into it.
It turns out that this was an easy hurdle to clear. By 7:16 a.m. local time, 100 Groupons for Beauty Store Salon & Spa were sold, and that was only the beginning. When the offer finally closed at midnight, 1,758 customers had purchased the deal.
Although it is too early to tell how many buyers actually redeemed the offer or how many new customers will become permanent, Darryl Labens, director of operations for Beauty Store Salon & Spa, has noted a definite increase in new traffic at all four retail locations.
Click to read the entire Deal or no Deal article in pdf format.
Making a World of Difference
Ever wonder how to help others? It takes little to make a big difference. Give it a try.
by Shelley Moench-Kelly
The professional beauty industry has always proven its mettle in supporting a host of causes, and this year proves no exception. World hunger, infant mortality, HIV/AIDS, diabetes, the environment, cancers of all types and Alzheimer’s disease are just a few of the challenges we face. And whether you have a lot of money or a little, even the smallest effort can make a world of difference. And who knows? The person you end up helping today might very well be there to help you in the future. It’s a wonderful world. Join in and make it even better.
Click to read the entire Making a World of Difference article in pdf format.
Inside Shoppers' Minds
Learn the motivations and concerns of today’s savvy shoppers to make the most of your retail efforts.
by Tracy Morin
By now you’ve undoubtedly noticed that today’s shoppers are not the same ones you marketed to 10 years ago—or even a few years ago. Factors such as the recession and the growth of the Internet have changed the retail playing field—and we’ve all seen the end result of stores that haven’t been able to compete. How can you step up to the plate with a strategy that ensures success? To get you on the right track for retailing and take you into the mind-set of today’s shoppers, we spoke to top retail expert Wendy Liebmann, CEO at New York City-based WSL Strategic Retail, a marketing-consulting firm that works with retailers and has been studying shoppers’ habits for more than 20 years.
Click to read the entire Inside Shoppers' Minds article in pdf format.
Get Your Blog On!
Having an informative blog can go a long way in attracting local customers to your door.
by Ann H. Carlson
Not long ago, word of mouth and an ad in the Yellow Pages were the two best marketing strategies beauty stores had to attract business to their stores. Most of today's customers, however, search for information about local beauty retailers online before they commit to going into an actual store. Unfortunately, this means that if your business does not come up in an online search for beauty retailers in your area, customers will likely go to the store that does.
"If you’re not on the Web, you don’t exist," says Denise Wakeman, online marketing adviser, business blogging consultant and owner of DeniseWakeman.com in North Hollywood, California. "A lot of locally-based businesses aren't getting enough exposure because they don't think they need to be online—and in fact they do."
Click to read the entire Get Your Blog On article in pdf format.
Keeping Up With Cosmetics
Spin your profits skyward with the latest in fashionable and affordable makeup products.
by Heather Larson
Brooklyn, New York-based style expert and former celebrity makeup artist Rachel Weingarten says the trend she expects to see in makeup this summer is an overall natural look—one that should be supported in stores and salons.
“This season is all about glowing skin, lush eyelashes and mostly neutral colors,” says Weingarten. “That said, some women will layer on shocking color, which may take the form of an electric blue mascara or shocking green eyeliner—just enough to be playful, but not enough to look silly. And coral will take the place of pink in blush and eye shimmer.”
Other popular trends encompass mineral formulas as well as products that enhance or create dramatic eyelashes, conceal imperfections and present the image of glowing, healthy skin, says Weingarten. Furthermore, multipurpose makeup will continue to be favored by time-starved women. And inarguably, products must be affordable. “Since women have become more frugal, it’s become an art form to discover brands new to them,” says Weingarten. “What beauty supplies have over cosmetic counters is the deep understanding of how cosmetics work.”
Therefore, offering tip sheets will be smart, along with a few suggested looks for different skin types and detailed lists of products that are used to create those looks.
Now, get a head start on what’s to come by ramping up your makeup sales with these trendy products, suggestive selling hints and merchandising advice from the pros.
Click to read the entire Keeping Up With Cosmetics article in pdf format.
A Natural Extension
Wouldn’t you say that fashion accessories complement beauty products? Why not add them to your product mix?
by Leah Genuario
Among the expected list of best-selling fashion accessories at beauty retailer Avenue You are hair accessories, jewelry, scarves and summer hats. There is one surprise item, however—bridal accessories. At first glance, it may seem unusual for a store that sells hair care and makeup to also stake a claim in the bridal industry, but according to its co-founder, there is no stretch.
“Fashion and beauty go hand in hand, so it only makes sense to put them together under one roof,” Lisa Esposito explains. “If your beauty store offers makeup applications for special events, it is advantageous to carry bridal accessories. Fashion accessories finish a personal look.”
Click to read the entire A Natural Extension article in pdf format.
Roundtable: Professional Anti-Lice Hair Care
Why this is your next huge moneymaking niche. Plus, a look at the three suppliers that’ll help you build it.
by Marc Birenbaum
Lice and the professional beauty industry? Yes, at first, it does sound a bit out of the ordinary. Feel free to chuckle to yourself if you’d like. For some time at Beauty Store Business, however, we’ve seen professional anti-lice haircare products and services as growth areas—and we strongly believe that both will continue to get larger.
That’s the reason for this special presentation—to publicize the topic and educate our readers about the lice market and its associated pro beauty products. And who better to talk to about them than the industry’s three current suppliers: Fairy Tales Hair Care, Lousey Nitpickers and Circle of Friends? Here’s our roundtable discussion with Risa Barash, executive director and co-owner of Fairy Tales Hair Care; M. Evan Parker, director of sales and marketing, and co-founder of Lousey Nitpickers; and Eleanor Keare, president of Circle of Friends. Specifics about each of these three manufacturers and their products are provided in the Suppliers Guide on pages 54 and 56. Monetizing lice does sound a bit funny, doesn’t it? Until, that is, your main competitor does it first!
Click to read the entire Roundtable: Professional Anti-Lice Hair Care article in pdf format.
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