skin smart your business, yourway! Nobody knows your business better than you, says David Suzuki
There is nothing that I appreciatemore than a well informed, well communicated business.Whether it is a waitperson at a restaurant, the concierge at a hotel, or a sales consultant, being supplied with facts, choices, and a sincere opinion are worth their weight in gold.
Having this information quickly, in as complete formas possible, allowsme to make comprehensive decisions that are right forme as a consumer and right formy business. A sales consultant is an expert on their product range, and I aman expert on my own business. This is not to say that we do not need or appreciate feedback, opinion and a broad open approach to consider other viable pathways andmodels. In the end though, we need to work with products and a vendor that respects who we are and our unique, individualised vision of success.
one brand ormany?
Most skin caremanufactures would ideally like you to carry one brand of products only – their brand.While I understand their objective, there is only one winner with this formulation, and it is not you. Regardless of howmany years they repeat thismantra, the bottomline is that this defies human nature and our society as a whole.
Our culture requires choice. Taking a look in our skin care drawers at home, is there one brand that does it all? Not even close. Experts suggest that the average female consumer will use at least five different skin care and cosmetic brands throughout the day. One of themany reasons that the skin care industry is estimated to be worth over $43 billion in 2014!
Choose ‘accent’ products for your salon which have strongmarketing and packaging, which offer samples and have focused literature.
Offering two well contrasted brands in your retail line up is a great foundation to start with. The contrast can be in price, concept, philosophy and
science.Make sure that there is synergy, while at the same time enough of a difference that they speak to the different segments of your client base. As forward-thinking agemanagement technology defines the future of skin care, working with at least one brand of products that can be used with technology and support the results and objectives of the technology services is very strategic.
splash&accent products
Once you have your two base lines in place, look to themarketplace for the best of the best ‘splash’ or ‘accent’ products. These products are defined by amazing results, scientific efficacy (clinical studies on key ingredients), greatmarketing support and perpetual education. The right splash or accent products should be strong
enough to stand out alongside your other brands, in that themarketing and packaging is complete, samples are available and the literature focused.
What you are creating here is a well thought out, synergistic and exciting retail environment. And why not? Choice and selection is what every retail environment attempts to achieve, as this is what our culture expects. The caveat to your retail environment is that all of the selections of choices have beenmeticulously selected by you, the leader of your tribe!
agility&flexibility
Whilemany skin caremanufacturers continue to attempt to force contracts, require enormousminimumbuy ins to start an account and enforcemonthly purchase quotas and other rigid parameters, forward- thinking skin caremanufacturers have quickly recognised that thismodel has
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