Meet them live at Cosmoprof North America: July 13th to the 15th , 2014.
1. How did you get involved in the beauty industry?
There comes a time in a woman’s life when she is suddenly confronted with the unwanted signs of aging.
What is your brand vision?
You must have a point of difference or a specific category killer. All buyers are presented hundreds of new brands monthly. You must make your packaging unique so it stands out in the sea of other brands. The brand image and all verbiage on the front of the packaging is the most important. It must be clear and state the top 2 or 3 key selling points and product function. Start with hero products and keep SKU’s limited in the beginning.
For any brand, figuring out ways to communicate and capture consumer interest is a tall order. For a beauty brand, figuring out how to communicate to the consumer who, on average, only gives you three seconds of her time before moving onto the next brand on the shelf is even more complicated. Constantly bombarded by data, these days consumers don’t have to go looking for information on their favorite brands, it practically comes to them, which is why if you want to make the kind of lasting impression that will convert to sales and long-term loyalty, you’ve got to get disruptive in your execution.
1. Is technology specifically mobile apps and customer management software changing the business at the salon level?
Technology with regards to management software is assisting the salons to measure their results. The successful salons are utilizing these reports to address areas that need improvement. With regards to mobile apps, I don’t think they are as important to salon professionals as much as they are to individuals who use them from their cell phones.
In any startup, agility is a top priority. Changing directions based on customerfeedback, streamlining focus, responding to consumer needs … it’s all part of creating a new business.
We’re lucky that the beauty community is so vocal. They tell us what they need and want, and when we take a moment to stop and listen, we learn a lot. We learn nearly everything we need to know, really.
Sampling is a necessary tool in the marketing mix for any brand in Beauty. Industry data has long cited sampling as the number one driver for sales conversion. Therefore, with the advent of beauty subscription boxes, brands are eager to take advantage of their practices for sales conversions. However, with so many box services from which to choose and each one offering a different take on beauty, how does a Brand choose one box versus another? As we tell our clients, all beautiful relationships begin with two fundamental principles- Knowing Yourself and Knowing Your Partner.