BXP - May 2018 - 25

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

CONverSATiON STArTerS

its products, and boost awareness of its own product line to

Clearly, the cosmetics and health and beauty aid markets are

drive sales.

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.

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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