It's the key today to unlock today's knowledge-thirsty consumers as well as your beauty store's success in this product category.
In a world where knowledge is power, it's not just industry professionals who want to educate themselves about makeup. Lucky for us, we in the beauty business are able to reap the benefits. The staggering amount of knowledge-hungry consumers is growing every day. Not only do hairstylists want to expand on their makeup skills, but everyday women are eager to learn how to choose and apply the correct colors on themselves.
Think you can't afford web video with analytics? Think again.
If you're looking for an inexpensive way to add video to your beauty store website - complete with analytics on who's viewing that production - YouTube (youtube.com) has an enticing offer: "We'll do it for free." In a move to remain the "de facto" platform for video on the Web, the company has rolled out a series of free tools that enables any beauty retailer to edit, post, and analyze viewership of a promotional video at absolutely no cost.
While paid search and email marketing both still top retailers’ list of effective customer acquisition channels, social media has moved up the ranks to become an important tool for engaging with and attracting new customers. According to the "State of Retailing Online 2015"—which includes personal care among its industries surveyed and was conducted by Shop.org, Forrester Research and Bizrate Insights—25% of retailers surveyed cite Facebook as a top acquisition platform.
Starting on Jan. 1, 2015, Great Clips will begin a creative campaign to target male customers through new TV commercials with the character of “Ralphpunzel."
In an effort to reach Millennial males—the focal demographic for Great Clips—the spots will run during the most-watched college football bowl games and the College Football Playoff semifinals New Year’s Day 2015 as well as the championship game Jan. 12, 2015. About 70% of Great Clips' customers are men.
TABS Group—a leading technology-enabled analytics firm servicing the consumer-products industry—released the results of its 2014 Beauty Consumer Insights Study Dec. 15 with lots of great news as well as excellent advice for what it calls "specialty beauty stores."
ULTA Beauty is experimenting with a smaller-store format at two locations and has big plans to beef up its distribution-centers infrastructure, the beauty retailer's CEO said in a Dec. 4 conference call with financial analysts on the company's excellent third-quarter 2014 results.