Millennials are Changing the Beauty Industry Marketing Techniques
Posted by Joann Marks on Friday, August 26th, 2016
According to a recent study by TABS Analytics, women age 18-34 make up the largest part of the $13 billion cosmetics market. These Millennials are a skeptical group of shoppers, and their demands are changing the way beauty products are sold in stores because it is critical that marketing strategies are targeted to meet the Millennials’ need to try before they buy. Walls of testers are a playground for shoppers to decide for themselves which products are worthy of purchase.
This explains why online beauty sales have decreased and why Ulta saw a 41% increase in sales and Sephora reported a 25% increase in buyer penetration and a 32% sales increase in 2015 vs 2014. And, they also aren’t opposed to splurging on cosmetics. The prestige beauty industry jumped to $16 billion in 2015, an increase of 7% over 2014 sales. Cosmetics accounted for 13% of that, according to the NPD Group. The increase is attributed in large part to millennials’ love of trends such as contouring and color correcting.
Shoppers also spend more time in their stores on each visit. The debut of Sephora’s TIP (Teach, Inspire, Play) concept store in San Francisco last year featured education centers equipped with iPads loaded with information, USB ports, and WiFi, as well as makeover and skincare stations where consumers could get a customized prescription for the beauty look of their choice. The company indicated that the model is the blueprint for future stores.
How Cosmetic Promotions Can Help
Consumers increasingly want to try before they buy, but most mass retailers do not have the means to put testers and beauty advisors in every store. That is when they turn to Cosmetic Promotions. We can provide an array of services from placing beauty advisors to in-store sampling to pop-up beauty schools. Our shared event programs ensure that every vendor can get a good ROI and the chains see immediate lift.
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CosPro Agency’s Makeup Artists executed a recent demonstration at 50 stores featuring Milani Cosmetics. The Beauty Experts gave almost 500 complimentary makeovers to shoppers, and handed out face charts with customized product suggestions for each person. Women were eager to try the featured products and receive tips from the experts. Many of the shoppers had not tried Milani Cosmetics before, and 78% said they would switch brands! 
Cosmetic Promotions is the only company you need for beauty product demonstrations. With the largest nationwide network of in-store makeup artists and beauty experts, you can hire the talent you need for anywhere in the country. Our unique three-step training process ensures that each makeup artist and beauty expert is a perfect match and totally prepared. Our standards and results are higher than any other in-store demo agency.