CHANGING LANES TO MEET CONSUMER DEMAND
You’re in the driver’s seat and beauty companies know it. At a recent symposium sponsored by The Fashion Group International, beauty executives described the ever evolving retail economy, social media universe and consumer values, and the quick lane switching they must follow to keep up. The presentation entitled, “Changing Lanes: New Model, New Distribution, New Beauty World,” took place on May 2, 2012 at the New York Hilton.
“We are losing control of our communication,” stated Mike Indursky, president of spa-product brand Bliss, referring to the power of social media and its viral potential. “There are millions of options to choose from” when choosing a media outlet to reach consumers.
Peter Lichtenthal, president of hair-product company, Bumble and bumble, described giving away free blow outs to consumers in order to engage them in the brand. Anyone who purchased a Bumble and bumble product at Sephora was invited to get a free consultation and free blow dry at affiliated salons throughout the country.
With all the online options for purchase, brick-and-mortar stores have to be incredibly attuned to customer expectations. “At Nordstrom, we’re focused on customer-centric service and products,” stated Laurie Black, general merchandising manager and executive vice president of cosmetics at Nordstrom. One thing that consumers have declared loud and clear is the need to sample products before purchase.
Thinking outside the box to attract customers has become the norm rather than the challenge in our highly competitive retail atmosphere. StriVectin, an anti-aging skincare brand, began life as an anti-stretch mark cream – but was refocused to target aging concerns. Today, it is handled as a multi-channel brand – sold at QVC, Costco, department stores and online. The reason? “That’s where the consumer is,” explained Jill Scalamandre, chief marketing officer of Chrysallis, StriVectin’s parent company.
About a decade ago, most beauty executives believed that shoppers never would purchase beauty products online, particularly not fragrance. Today, 1 in 4 women has purchased fragrance online and 1 in 5 has purchased cosmetics through online retailers, stated Elaine D’Farley, beauty director of Self magazine. The retail environment, led by consumer demands and social media innovation, is evolving at a meteoric pace, and BITB can’t wait to see what happens next.
AVEENO SPONSORS FREE SKIN CANCER SCREENINGS
Have you had a full-body exam lately? It’s Melanoma Monday and a good time to plan getting a full-body exam by a dermatologist. One easy and free option is to visit The Skin Cancer Foundation’s Road to Healthy Skin Tour. Presented by sponsors Aveeno and Rite Aid, the tour, which is in its fifth year, provides free, full-body cancer screenings and the latest skin cancer information.
On Wednesday, May 9, the tour stops in New York City at Lincoln Center, followed by stops on May 18 in Cambridge, MA, and May 19 in Wethersfield, CT. No appointments are required, but you should show up early, since the screenings are on a first-come, first-served basis. Check The Skin Cancer Foundation’s website for times and scheduled stops.
At each stop the tour bus is staffed by local volunteer dermatologists who will give you a free full-body exam, looking for signs of skin cancer. Since the Road to Healthy Skin Tour began in 2008, more than 5,200 potential skin cancers and precancers were found, including 239 suspected cased of melanoma – the deadliest form of skin cancer.
For more information about the tour, visit www.Facebook.com/Aveeno. And if you are looking for ways to protect your skin from the sun’s UVA and UVB rays, check out the sunscreen offerings at www.aveeno.com.
BEAUTY MEETS WELLNESS AT NYC WORKSHOP
In conjunction with The Makeup Show NYC, makeup artist Jeffrey Paul will be conducting a one-day workshop where mind/body wellness, skin health, red carpet how-to’s and beauty business strategies meet.
360º Beauty NYC: The Beauty Revolution will take place on Saturday, May 12 and includes an evening cocktail party for participants. Indie Lee, creator of Indie Lee All Natural Beauty Products, will host the workshop.
Registration is open now. Tickets range from $125 to $175. For registration information, go to www.360beautyrevolution.com.
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