Beauty Brands
How beauty brands deal with & survive a recession
Economic downturns hit beauty and cosmetics businesses really hard. Beauty brands depend heavily on consumers spending money on beauty products. To make matters worse, beauty products aren’t typically considered to be a necessity. Just look at the recession caused by the pandemic. People were buying bulk toiletries like https://www.beautysourcing.com/marketplace/perfumery-cosmetics-and-toile in case they need more. But the same can’t be said for beauty and cosmetic products.
As consumers tighten their purse strings during these times, beauty brands must find innovative ways to survive a recession. Here's a look at some tips for beauty brands that want to stay relevant amid economic uncertainty.
1. Focus On Customer Loyalty
It’s no secret that customers prefer buying from stores and brands they trust. So when consumers feel uncertain, they turn to trusted sources for reassurance.
In order to retain loyal customers, focus on providing quality service and product support. For instance, if shoppers are concerned about their finances, they may seek out personal recommendations and reviews from friends and family members. When consumers buy from small businesses, they typically expect personalized attention and service.
2. Be Flexible With Pricing
Consumers aren't going to spend more money on beauty products just because they're worried about losing their jobs. However, they may choose to cut back on discretionary purchases. Therefore, beauty brands should be flexible with pricing so they can adjust accordingly.
For example, if a brand runs low on stock of a certain item and prices go up, consumers may opt to wait until another sale before purchasing. Or, if the consumer finds a similar product at a cheaper price, they may purchase that instead.
3. Effective supply chain management
Economic downturns bring about huge disruptions to supply chains. Just take a look at what happened to the global supply chain during the COVID-19 pandemic. If you do not have a backup plan, you are bound to fail. Some things you can do to better manage your supply chain stakeholders include leveraging technology like channel partner management solutions and supplier management solutions, as well as optimizing your supply chain processes.
Alternatively, you can use reliable platforms like online beauty product marketplaces BeautySourcing. These platforms generally come with supplier verification features that
4. Build Brand Awareness Through Digital Marketing
Social media platforms like Facebook, Instagram, Twitter, etc., provide a direct connection between beauty brands and consumers. Consumers love being able to share photos of themselves wearing makeup, getting facials, etc., and seeing pictures of others enjoying the same products.
This type of interaction provides opportunities to promote exclusive deals and sales. Plus, social media allows beauty brands to connect directly with customers, allowing them to build a relationship and encourage repeat purchases.
Social media aside, you should also invest in SEO as it provides a long-term and low-cost option for businesses to cement their online presence. To start, businesses should create a website, hire SEO writers to write search-optimized content, and grow their site’s organic traffic.
5. Focus On Cross-Channel Marketing
Shoppers are increasingly shopping online, but they still rely on traditional methods to research products and make decisions. Beauty brands should leverage both online and offline marketing strategies to maximize sales.
Online marketing strategies include creating blogs and websites focused on educating consumers about various skin care treatments. These sites also offer information about cosmetic procedures, like Botox injections, laser hair removal, etc.
Offline strategies include distributing flyers/pamphlets and sending emails to existing clients encouraging them to try new products, ask questions, etc.
6. Promote Products to Customers Who Aren't Buying Now
When consumers are feeling financially insecure, they look for ways to save money. While many people will avoid spending money on unnecessary items, they'll often overlook cosmetics.
As such, it’s important for beauty brands to target consumers who aren’t currently buying. For example, if you have a high-end line of products, your best strategy is to advertise to potential buyers who don’t yet own any of those products.
Similarly, if you sell budget versions of popular products (i.e., drugstore foundations), you can reach new customers by advertising in places where current customers frequent (e.g., grocery stores).
7. Offer Free Samples
Beauty brands can use free samples as part of cross-channel marketing campaigns. This method works well when users aren’t ready to buy full-sized products right away.
Free samples allow beauty brands to create awareness among consumers who haven't purchased from them before. They can then contact these shoppers via email or phone calls to learn more about their needs and interests. Ultimately, this leads to increased sales.
Dealing with and surviving a recession will not be easy
And there you have it! These are our top 7 steps on how beauty businesses can deal with and survive a recession. Economic downturns bring about large amounts of uncertainty and will make things very difficult for businesses. Beauty brands need to be quick to adapt to new and complex environments to stay relevant.
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