COSMETICS BUSINESS LIVE
Collaboration is also key. All brands are trying to access more customers, so how can you collaborate with other like-minded brands that aren’t in the same space as you? Collaborate with those people and create experiences together – this gets you in front of your ideal client, and it can be a very organic way to create new experiences and new content to talk about.
HOW TO RETAIL WIZZ & CO
How to grow your brand The retail and consumer trends to future-proof your business
Speaker Wizz Selvey T
he impact of digital fatigue and consumer overwhelm is a hot topic coming out of the Covid- 19 pandemic. There’s an
overwhelming amount of information out there and with the rise of things like TikTok, which has made our attention span a lot shorter, it is harder for consumers to retain information. The biggest opportunity you can think about as a brand is, how can you build engagement with your customer? How can you lengthen the amount of time that they’re spending with you? That could be through events online or through education. People are looking for experts when purchasing beauty: that could be expertise in a sustainable brand, it could be expertise in doctor-led, it could be from a make-up artist, etc. Find what’s important to your customer and really start to engage with them. Ultimately this is going to start to counteract some of that fatigue that people are experiencing and ensure that your brand is memorable as well.
GETTING INSIDE YOUR CUSTOMER’S HEAD
It is really important to find out more about your customers. We all know about targeting a certain customer demographic and creating a profile for them. But could you go into much more detail about this? If you can understand how they’re feeling, it’s going to be
70 December 2022
Wizz Selvey (right) highlighted customer engagement amid overwhelm
easier for you to connect with them. Are your customers frustrated, are they activists for change, are they passionate about something in particular that you’re passionate about as well? People want more from a brand than just buying a great product. So, once you’ve found out what’s important to them, really think about how this evolves into your mission, and how you communicate this to them. I think there’s been a huge shuffle in the industry. We’re seeing digital marketing trends that are getting harder to cut-through, but ultimately what’s helping a lot of brands is really adding in that human element.
PLAY TO YOUR STRENGTHS Founder-led brands have boomed for a reason. There are plenty of products out there, there are plenty of brands, but there’s only one you, so that element of personalisation that you can provide as a founder can be super powerful. We’ve also seen a big boom with user- generated content and this is more than just reviews on your website, it’s how you can encourage people to share before and after photos, user videos, their experience, because ultimately this will stop people in their tracks.
People often say to me, ‘what should I be focusing on, direct-to-consumer or retailer strategy?’ Historically, we’ve seen brands do one or the other. But you don’t need to be stocked with all of the retailers out there. It’s about having a strategic approach.
I’m really passionate about trying to help people navigate pitching to retailers. When I was a buyer, I got at least 200 emails a day and probably ten new pitches and the reality of my job was I probably only had about 15-20 minutes of my time to actually spend looking for new brands. If you don’t get a reply it doesn’t mean that the world’s ended, it just means it’s not right for them at that time.
Also, if you’re working with retail partners, how can you strengthen those? When you’re working with big retailers, lots of other brands are popping up all of the time, so if you’re not constantly innovating, and driving activations and marketing within that retailer then you will be potentially losing sales. So be really strategic with your retail partners. Go to them with lots of ideas about how you can help build the business, what you can do to increase sales. You can have almost a brainstorming session with them that creates a lot more value. We’re also seeing more beauty retailers out there than ever. While we’ve seen consolidation online with The Hut Group buying Cult Beauty and Sephora launching with Feelunique, we’re also seeing a lot of fashion retailers getting into beauty, because they see it as such a buoyant category. We’ve seen Flannels launch in a massive way outside of London and we’ve got Harrods launching H Beauty as well. We’re starting to see a saturation of beauty retailers and it is hard in the UK, because there is a lot of discounting, which gets really competitive and can be challenging with your D2C channels. That’s why it is good to think about how many retailers you’re stocked with
cosmeticsbusiness.com
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