BXP - May 2018 - 25
ket in 2017 included candles (+56%) and the smaller segment
"The traditional players have seen some erosion in some ar-
of home ancillary gift sets (+165%) which include candle and
eas as new players are coming in all the time so maintaining
reed diffuser gift sets.
market share is tough," Corsi says. "in an effort to be inclusive to all within a targeted consumer group, it can become
The prestige beauty industry had a good fourth quarter in
very apparent when a group [whether based on age, race,
2017, with sales consistently strong throughout the holi-
religion, gender, etc.] is not represented in product offerings
day season. Across the industries tracked weekly by NPD
and images. A balance is needed in celebrating both diversity
throughout the season, beauty was the growth leader during
and the individual."
various weeks including Thanksgiving/Black Friday week.
Some of its hottest holiday sellers were false eyelashes, lip
One thing companies are doing wrong, Corsi says, is bringing
gloss, skincare sets and kits, and home ancillary gift sets.
in too many SKUs for its products.
Overall, fragrance juices brought in the most dollars for the
entire holiday season driven entirely by Christmas week, fol-
"What i advise is to get that hero product, that killer product,
lowed by makeup and skincare face products, which showed
and that's what you push and push it hard," he says. "Don't
consistent growth throughout the holiday season.
invest too much and spread yourself too thin."
"As beauty brands and retailers look to understand 'what's
HiTTiNG THe TOUCHPOiNTS
next' to keep the momentum going, their focus should be
From a marketing standpoint, omnichannel initiatives are key
on developing new and alternative ways to engage with
in order to generate awareness and drive sales. But ulti-
consumers," says Jensen. "Amidst the news headlines around
mately, it's about engaging with consumers on their terms,
store closures and challenges facing traditional department
and brands that do it best will find success.
stores, it's important to remember that brick-and-mortar is a
critical component to driving growth."
Zotos Professional, makers of the AgeBeautiful hair color line
of products, wanted to drive visitation to retailers that offer
its products, and boost awareness of its own product line to
Clearly, the cosmetics and health and beauty aid markets are
crowded with new brands and there are multiple challenges
for brands that want to attract a shopper's attention. That's
it teamed with location data company PlaceiQ and media
why package design and the message a company tells is key.
agency Media Horizons to create a location-based media
campaign that sought to promote Zotos offerings via a lim-
"Competition among brands in the cosmetics space is
ited time, $3-off promotion delivered via mobile ads. These
intense," says Steve Corsi, a consultant for robert's Beauty.
ads also featured a store locator feature, to help potential
"You've got established global brands with influence, reach
buyers find their nearest retailer.
and large marketing budgets alongside upstart niche brands
that are appealing to more of the millennial and Gen Z demo-
A key goal for Zotos was driving awareness and visitation
graphic. You need to create a dialogue with the consumer;
among female audiences that frequented hair salons and
it's all about touchpoints and making sure they support the
those that had purchased competitive haircare products
conversation you want to have."
and specific women's apparel brands. The result was a 20%
visitation lift to the key retailer that offers its product line and
A major obstacle to branding beauty products is finding a
nearly doubled visitation among audiences that had recently
way to speak to everyone but make them feel that they are
visited beauty salons, measured over a control group.
the only one.