Why beauty products will continue to dominate retail trade

Although in the retail world there seems to be more and more challenges, there is a sector that seems to go to the stern: that of beauty products.

Internationally, the sales of the Uult brand grew 63% in the third four -month.

What undoubtedly stops lesson (or should) other retailers is that these brands are doing something that keeps them not only surviving, but triumphing.What is?We tell you.

Why beauty products will continue to dominate

There are several reasons for beauty articles to be among the most demanded and that are so successful at the retail level, but three can be mentioned among the main reasons:

Very well armed customer experiences

Most retailers are looking for how to offer their customers the best user experience.

However, wanting not always to achieve.Diverse retailers have tried to offer the correct atmosphere, the most attractive and useful loyalty programs, a unique format, but some do not give in the nail as they would like.

Beauty products, however, have been at the center of this trend, and cannot be otherwise.

In the case of Sephora, it offers, among other experiences, beauty workshops in their stores called Tip (Teach, Inspire, Play) that encourage customers to play with products to buy something.

The new concepts in stores also show similar experiences, although a little more serious than in the case of customers they buy in TIP stores.

Likewise, this retailer launched a social media platform specifically designed for loyal members, so that they can talk to each other of the products and have beauty discussions.

But much part of Sephora's success comes from her reputation for having the last and best brands, which invites buyers to buy the products.

Another example of great experience is the concepts of intogrammable stores, also from Sephora, where free classes are given in the store and has a very unity community.

A Sephora rival who is trying to take advantage of the idea of offering the best experience for the client, but for a different consumer, it is ued, which focuses on brands for the mass consumer, in addition to some prestigious brands.But what they have in common is a friendly environment that attracts buyers more than the department store model.

Technology has been much of the improvement in the user experience, but it plays a precise and very well planned role, when adding just what the client needs and not any novelty just because it is the latest in this area.

For example, the possibility of "prove" makeup with augmented reality apps is one of those uses that have added true use to the consumer.We can also highlight the growth of specific software solutions, such as a program to manage beauty hall

An attractive category

But the fact that the category itself is attractive should not be set aside and that it is easymobile (as Lancoma did) or an augmented reality mirror, such as Mac Cosmetics.

Today's technologies make a lot of sense in the beauty category, where in fact they are very useful, which in other types of retailers with less striking or ‘experiential’ categories.

Demand has also increased more in the beauty sector than in other categories, which are living a kind of reborn period, with new brands successfully entering the market.

However, nothing loses retailers trying to get out of their comfort zone - if they have fallen into it - and find ways to take advantage of current technology.

Culture of innovation

The beauty sector, however, has not always been successful.This has happened over time and thanks to careful design.

The purchase of cosmetics in department stores seemed the perfect way to obtain these products, but new experiences have changed this idea.

From Birchbox, who sells a subscription to receive diverse beauty products, to Sephora, they have shown that being a retailer who prioritizes experience is possible.

How they did it?Committing to experimentation and innovation seeking to offer something better than the traditional retailer.

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Thus, other retailers could obtain the most valuable lesson looking at the innovative thought of the beauty sector, especially regarding technology.But perhaps it is necessary that they do it mainly thinking about their client, not the profits, and make a bold jump than only using technology without having a clear strategy.

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