Market Focus: Beauty Product Buyers
The average price point of your products also is a factor in list selection. For example, the typical Bliss buyer is a female between the ages of 30 and 55, who is affluent and in search of boutique-quality beauty products. According to Brian DeLaite, executive vice president of list management at ALC of NY, which manages the Bliss catalog file, because Bliss sells to such a niche market—and not many beauty product files have a viable circulation quantity with a similar profile and price points—it has to look outside its vertical market for lists to rent. DeLaite says Bliss first looks for lists with a demographic fit in categories such as women’s apparel, upscale gifts and home furnishings. List selection, he says, has more to do with finding files of products that capture the same lifestyle.
More Than Skin Deep
Because this is such a diverse market, beauty product buyer files can be successfully mailed by a wide range of marketers. Cosmetic buyers are viable prospects for marketers that sell women’s apparel, jewelry, home furnishings, gifts and other general merchandise. For instance, mailers such as Allure magazine, Brylane Home, Goods & Wares and Walter Drake all have rented the Beauty Boutique catalog file.
Many cosmetic buyer lists are getting secondary usage from fundraisers, particularly those with buyers of natural or organic cosmetics, who might have an affinity with environmental causes.