Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Market Focus: Beauty Product Buyers

August 2004 By Lisa Yorgey Lester
A Beauty of a Market

Even before Cleopatra made famous her kohl-rimmed eyes, women the world over sought out lotions, creams and powders to put their best face forward. And throughout the centuries, the desire for beauty products has only grown.

The cosmetics industry basically is divided into three categories: skincare, haircare and color cosmetics. Citing research from Datamonitor, Cosmetics & Toiletries magazine puts the total cosmetic industry at $124 billion, with sales expected to top $145 billion by 2005. It also points to skincare and color cosmetics as industry growth areas, with estimated sales of $31 billion and $22.5 billion, respectively.

Many Faces, Many Shades

Frank van der Ree, vice president of marketing at Yves Rocher, a direct marketer of plant-based cosmetics in Exton, Pa., estimates that women ages 15 and older spend on average approximately $342 a year on beauty products.

Demographics point to a decidedly female market, but that’s pretty much where these individuals’ similarities end. Cosmetic buyers are as diverse as the products they buy. Moisturizers, anti-aging preparations, eye makeup, lip color and more are available as natural or chemical-based products, at virtually every price point, for every skin type, and through every sales channel.

So why would companies want to reach women in search of beauty products through a direct channel as opposed to a retail environment?

Although there are some notable exceptions, such as Ulta.com and drugstore.com, that have cashed in on the 24/7 availability of the Internet, many of the beauty products sold via direct channels are not your average drugstore cosmetics. For example, when Bliss launched its catalog in the late 1990s, it did so in part to make available its spa-quality products to customers who couldn’t visit its New York spa.

While selling beauty products via direct channels makes your product available to a larger audience, it does present some hurdles. One of the cosmetics industry’s biggest challenges to selling beauty products via direct channels is overcoming consumer reluctance to purchase fragrances they can’t smell, or shades of cosmetics they can’t see firsthand.

According to Yves Rocher’s van der Ree, the key is to sample products as much as you can. “While samples are by far the most successful,” says van der Ree, his company also uses scent strips in its upfront marketing materials in addition to the product samples inserted in customer packages.

Van der Ree also notes that Yves Rocher makes certain its product descriptions are as accurate and as descriptive as possible.
 

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: