How To Navigate The Public Relations Process
No matter how unique a product line is, a company won’t sell merchandise if no one knows about it. Public relations is the art of elevating awareness, and it’s one of the first areas beauty newcomers consider investing in beyond the basics of products and branding. Because it’s an art, though, there ...
How To Optimize Your E-Commerce Site For Direct-To-Consumer Success
Virtual storefronts are essential windows to your brand, and they can be plenty lucrative, too. Consumers are increasingly comfortable buying skincare, makeup and fragrance digitally, pushing online beauty product sales up 14% from 2015 to 2016, according to 1010data. Even after beauty behemoths like Sephora, Ulta Beauty and Amazon ...
How To Effectively Sample Beauty Merchandise
Long before Birchbox and Ipsy, Kiehl’s figured out samples create sizzle. Customers flocked to the brand’s stores in the 1990s for the then rare giveaways. Now, most beauty brands and retailers have followed Kiehl’s lead for good reason. According to marketing agency The Integer Group
31 Questions To Ask Yourself Before Launching A Beauty Brand
Plenty of people have lost their shirts – and shoes, stockings, socks, slacks and much more – emptying money into launching beauty brands that have gone belly up. Beauty Independent doesn’t want that fate for any entrepreneur. We asked a coterie of beauty industry experts, including Jeannie Jarnot of Beauty Heroes, Murphy Bishop II ...
How To Price A Beauty Product
There is nothing more basic and more complex than pricing products. Prices can be the difference between profit and loss, and communicate to consumers a brand’s positioning in the crowded beauty marketplace. Stumble on either the financial or psychological aspects of pricing and your business is likely to stumble as well. Beauty Independent ...
How To Break Into Influencer Marketing
Let’s face it: A multimillion-dollar Super Bowl ad is probably not in your near future. Luckily, you don’t have to spend mega bucks to get in front of customers. Influencer marketing is within reach for small companies. Be warned, though, it’s not foolproof. Social media marketing is highly competitive — a