Market Focus: Beauty Product Buyers
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.
A Multichannel Market
Most marketers of beauty products use multiple channels to reach their audience. In addition to monthly catalog mailings, Yves Rocher’s marketing mix includes package inserts, magazine inserts, e-commerce and e-mail marketing. While it operates retail stores in Canada, it has none in the United States. Roughly 60 percent of its sales in both the United States and Canada are made through direct channels.
Celebrity make-up artist Alexis Vogel has found infomercials successful for selling her brand of cosmetics. According to Linda Santaite of Mokrynski & Associates, which manages several cosmetic buyer lists including the Alexis Vogel buyer file, the infomercials appeal to a customer “to take action to look her best and [emphasize] the need to buy the entire product line to have the right look.” Alexis Vogel info-mercial buyers spend an average of $200 per order, while its catalog buyers only spend about $80.
“The important thing is to target women who are interested in looking their best and have a track record of shopping for personal items via the method you are approaching them with,” Santaite adds.
A Natural Affinity
When it comes to list selection, aside from choosing a file with a primarily female audience, the criteria will be age and offer, according to Adrea Rubin, CEO of Adrea Rubin Marketing, a New York-based list brokerage and management firm that manages the Yves Rocher masterfile.