What Are Some Problems With Makeup That People Fac

The top iii issues facing beauty and cosmetics retailers

… And what they tin do almost it

The Great britain beauty and personal care market is worth around sixteen billion euros to cosmetics retailers. Information technology is a growing marketplace, with sales expected to reach around 16.8 billion euros in 2020.

However, the growth hides some difficult issues faced past the industry. Information technology is, and has always been, a very competitive market. And now beauty & cosmetics brands confront new pressures regarding the transparency and sustainability of its products, a more complex selling environment with the mix of online and offline sales, force per unit area brought through social media activity, as well every bit a previously ignored sector of women demanding to be recognised rather than patronised….oh, and all this without raising prices.

Allow's take a deeper look at what'due south going on.

cosmetics in display at a Debenhams store — A visually stimulating cosmetics display

Issue no. 1 – Transparency, traceability, sustainability

Three parts of ane big event for the dazzler & cosmetics marketplace. With growing public awareness over plastics, animal testing, water pollution, palm oil, and worker exploitation (and that list is not exhaustive), beauty & cosmetic brands are having to provide transparency and in many cases review and adapt their products to remain truthful to customer's desires.

Consumers want visibility all the way back to origin, they want clearer labelling, and they desire balls that the products they are buying are in line with their ethics.

Issue no. 2 – Online/Offline

In recent years there has been a blurring in the style we shop for beauty & cosmetics. Online sales are helping drive the market, with around half of the growth coming from online sales. Social media has added benefit and complexity in equal measure, with users sharing their experiences, reviews and communication nearly products with thousands of others at the click of a button. This can be great for exposure if the review is positive, merely if non, product sales can really endure.

However, the store does remain an of import element in this market. Equally much equally beauty & cosmetics retailers take invested in their online sites, they just cannot replicate the results of trying cosmetics in the store. Consumers though want choice in how they store – they may browse online then come up in to the store to test and brand a buy, or some shoppers may look and test products in-shop and then make their purchase online.

Shops provide better access than online — Selection, range, options, touch, feel, endeavor and examination, the advantages of a shop over online.

Consequence no. 3 – Over 40s

Over-40s women are an over-looked sector within the media, and nowhere more so than the beauty & cosmetics industry. Often ignored entirely, when they are marketed to by brands and retailers it is almost frequently with anti-crumbling products meant to make them look younger.

Merely older women are starting to find their vocalism. People desire to age better; they want to age more naturally. Nosotros take seen the superlative of plastic surgery, and people now are turning to non-invasive products that accomplish more than natural results.

The over-40s is a big sector, and one incidentally with a lot of greenbacks to spend, and they are demanding to be recognised. If dazzler & cosmetics retailers continue to ignore this sector they may be left behind.

What can beauty & cosmetics retailers do?

There is certainly a lot of force per unit area on retailers in this market. However, if half of the market growth is coming from online sales, this must mean that shops are too holding their ain. Online certainly offers convenience for shoppers but cosmetics are a production where people really do like to try before they buy, and even the best online colouring matching technology cannot quite compete with seeing and trying the products on your own skin. But this doesn't mean traditional retailers can be complacent.

Retailers can integrate sales and create compelling offers.

Equally we mentioned, there has been a blurring of the online/offline earth in this market. Shops are important but and then to are their online counterparts – sitting on simply i side will lose you customers. Of the top x online retailers, eight too have a physical high street presence. Traditional retailers need to ensure they are also providing a adept online service.

A social media presence is also a must. Information technology isn't merely the younger shoppers that are using social media – a third of Instagram'due south audience are over the historic period of 35, and the over 55s are the second largest demographic on Facebook. Retailers need to invest properly in this area whatever the age of their target market.

adding to the store environment - here we see a brow bar — Information technology's not just about selling, the client feel needs to be correct also. If the shopper stays for longer, perchance they will besides purchase more

The in-store shopping environment is crucial in setting the correct browsing and purchasing environment. Retailers demand to properly empathise who their customers are if they are to prepare out their store in a way that will appeal. And with so many competitive products on the market, retailers demand to ensure key products stand out. Indicate of purchase (POP) units tin aid hither. Whether information technology is to draw out the more ethical products, or perhaps a range that will entreatment to the over-40s, POP provides a way for retailers to bring the attention of shoppers towards key products and ranges, helping customers find what they want as easily every bit possible.

Given that a cardinal reason bricks and mortar stores continue to perform in the beauty & cosmetics marketplace is a desire from consumers to attempt products before they make a purchase, store layout and displays need to permit infinite for this. It tin can be tempting for retailers to focus on the products, but a shopper faced with rafts of products and no space to try them may feel frustrated and exit empty handed. Trying the products before making a purchase is a cardinal strength for retailers and they must employ POP and their shop space to maximise this opportunity.

space to try cosmetics in a Debenhams store — The shopper tin can comfortably test cosmetics in this shop

Key takeawayBeauty & cosmetics retailers confront many challenges. The online market is growing but stores remain of import. Retailers need to embrace the online market, ensuring they accept a social media presence as well every bit online retail options. Simply equal weight must also be given to the store floor. Clever use of POP tin help retailers draw attention towards key ranges while at the aforementioned time creating the space for customers to try products.

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