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The global beauty industry generates roughly $500 billion per year in sales, accounting for millions of jobs. If you assume that a world-wide pandemic and dramatic economic shifts have affected this market, you’re right. However, the ways Covid-19 is changing the beauty industry may surprise you.
Covid-19 And The Lipstick Effect
If you’re familiar with the “Lipstick Effect” you know that the chairman of Estee Lauder observed lipstick and other cosmetic sales increase during the 2008 recession. Beauty companies tend to thrive during economic downturns, a phenomenon observed as far back as World War 2.
Studies of the psychology behind this behaviour seem to indicate that women, in particular, prioritize their attractiveness in times of scarcity due to survival instincts.
Today, in the era of lockdowns, quarantines, and social distancing, we can also factor in focus on self-care and a need for DIY beauty options. Because the consumer’s desire for beauty, wellness and luxury products never diminishes, this major market upheaval has simply shifted sales to other categories.
By some measures, brick and mortar spas, skincare retailers and clinics are seeing decreased traffic, just like all “non-essential” businesses forced to limit hours or service. However, online sales are booming thanks to resourceful adjustments. Beauty product and device manufacturers like Sylton are helping distributors innovate and diversify to meet the changing demands.
DIY Beauty- What Do WFH And Lockdowns Have To Do With Purchasing?
Long before realizing that Covid-19 was altering how we work and live, companies were already moving in the direction of remote work, flexible “work from home” schedules and virtual meetings. The declaration of a pandemic accelerated these trends into high gear and people found themselves breaking free of their 9-5 routine.
Zoom meetings have ensured people still get regular facetime and want to look their best. For those who spend much of their day wearing a mask, the eyes, brows, hair, and everything else have gained attention.
A desire to present well while favourite salons are closed helped popularize YouTube DIY videos in 2020. Some men and women are learning out of sheer necessity how to do everything from brow-shaping to tooth whitening from the comfort of their home. Whether the driver is cost savings or a lack of options, customers find a way to get the products and treatments that make them feel good.
The Digital Beauty Sales Shift
Online sales were slowly trending up in recent years and have exploded in place of in-person shopping. The anticipation of waiting for web purchases to arrive is a rather new shared experience among millions stuck indoors. Other simple pleasures such as self-care days keep spirits up in trying times.
Will the new normal remain? 2020 was one of the worst years for industry and commerce across the board, but we know that beauty, wellness, and luxury products have a way of taking hits and carrying on.
Luxury hand soap sales are up in France, an astounding 800%, and Europe’s biggest online lifestyle and fashion marketplace, Zalando, reported growth in pampering categories like candles, aromatherapy, skin, and hair products.
Amazon handles most e-commerce in the USA, and they report hair, bath, and body product numbers dramatically higher this year.
For a significant percentage of the population, beauty is closely tied to well-being and the Lipstick Factor suggests customers will continue indulging this need affordably during stressful times. For this reason, the beauty industry always has cause for optimism and stays agile through evaluating practices and partnering with aesthetic business innovators.
Beyond Covid- Planning for A Thriving Beauty Industry
We believe that difficult times can inspire valuable, lasting improvements. The COVID-19 crisis may have altered our industry in lasting ways, but the great news is that you can get on track with where we’re headed.
- Digital communication, marketing and sales are increasingly central to business. More people are spending time conducting their own, detailed product research and comparing information found across the net. Global borders are less of a barrier, so you will benefit from mastering direct-to-consumer marketing, branding and customer care. Social-media in-app shopping springs from dynamic engagement and an effortless user experience. Beauty-industry leaders who thrive through the remainder of this pandemic and beyond have maximized digital channels to grab all the new customers taking beauty into their own hands. Are you making the most of digital communication and service through virtual consultations, visually engaging product advertising, and a personalized customer experience?
- Are you primed to keep up with rapidly shifting beauty product demands? One of the challenges beauty distributors face is reallocating their resources and supply to meet an influx of online demand. The product innovation pipeline is now lightning fast- with brands having their genesis and arriving on doorsteps in less than a month. To keep up with shrinking timelines and increased pressure, providers need to form strong collaborations with beauty product manufacturers specialized in adaptation and product innovation.
Sylton, and our parent company InnoFaith beauty sciences, offer full-custom products . We cooperate closely with you to meet rapidly changing needs and help fortify your presence in the market.
Sylton distributors benefit from our vision and experience around the world. Contact us to chat.
At Sylton, we’ve been challenged to conduct business differently this year. More importantly, we discovered our parters also had to think on their feet and move fast to connect with existing and new customers during the worldwide Covid-19 pandemic.
We’re sharing what crystalized as product focus, valuable communication (pitfalls to avoid) and practical tips to boost your partner business during and after Covid marketing times!
Can’t visit clients in person like you used to? You’re not alone but you are in luck because we’re sharing 10 tips to help.
Boost Your Partner Business During Covid-19 Really!
Connecting with customers during Covid-19 is not only possible, but innovative companies are doing it impactfully to foster great relationships and forge new ones.
Our first tip is the starting line for all worthwhile initiatives: communication.
1. Reach Out, Address The Situation, Check-In
If you haven’t done so already, connecting with contacts via friendly messages to acknowledge current events is wise. However, we highly recommend you keep it relevant and real.
Authenticity is a favorite marketing buzzword, with good reason. You know it’s palpable when a message of concern hides a pitch, or when well-wishes lack sincerity.
- Clients may have an inbox brimming with “stay home, stay safe” emails already. Stand out from the pack by keeping communication honest and caring.
- You may clarify that you’re not reaching out for promotion or business, but to ask how they’re doing. Invite them to share questions or concerns, then ensure you’re easy to find and communicate with.
- If operations on your end are a little delayed, be honest and let them know you’re adjusting at this time.
- We don’t suggest pretending everything is “business as usual”, or ignoring the pandemic elephant in the room. On the other hand, many are ready for hopeful, positive messages, so keep it light.
- As always, be careful with humor since many are personally affected in ways you don’t realize.
2. Shift Focus To Benefits That Are Especially Helpful Now
Some Observ features are actually more useful now than ever!
For instance, explain the portability of Observ to your customers. Skin and beauty experts are making one-on-one visits with salons and clinics closed. Convenient portability of our advanced equipment is now a perfect solution to an unexpected problem.
3. Use Before-And-After Images
If you directly request to share a results “wow-factor” online, customers are often happy to. They know people make purchasing decisions based on how incredibly compelling photos are. And they’re right!
Everyone is spending more time online now. Let scrolling procedure before and after photos link to your business!
4. Get Yourself All Over Social Media
Reports show massive acceleration in social media use and many more eyes than usual are captured by your consistent social media content.
This may be a good time to consider paid advertising, campaigns, and clear call-to-action leads that get new customers in touch with you.
Pro marketing tip: Understand your customer’s buying journey on different platforms so the appropriate direction will lead them through next steps.
5. Use New Technologies Like Teams, Zoom, Google Meet
For people working remotely, Zoom, Skype and other video conferencing platforms have been indispensable. No matter how you feel about the video-meeting way of life, it’s presenting options to connect personally with customers.
Zoom calls are more social than emails or phone. Don’t be afraid to embrace this more personal way to meet.
6. Attend A Virtual Tradeshow
Tradeshows have adapted to accommodate remote attendance and social distancing.
We miss the in-person energy of conference attendance, but a perk we now enjoy is access faster and further than before.
You can add to your knowledge, certification, and professional networking all from the comfort of your home. Serious prospecting and sales happen here and if you’re not attending tradeshows, you may be missing out.
7. Organise Virtual Events!
You can gather customers for fun, interactive sessions to talk about upcoming tech additions, a webinar, or answer questions. The possibilities are nearly endless, but increased communication and visibility are priceless.
8. Highlight Covid-19 Protection Protocols You Use To Keep Customers Safe
Sylton has clear corona-guidelines developed which help you operate safely. Communicate this service feature to customers and they’ll appreciate the reassurance.
9. Position Yourself As Expert Support!
We’ve all learned new skills under pressure lately. There may be business growth strategies, or product promotion ideas that you can share with customers to help boost their success too.
Share best practices, create a blog, or how-to guide explaining how to build up again. Staying up to date on Coronavirus news in your industry will make you an excellent resource and trusted guide.
10. Invest In High ROI Products Like The Observ 520x
It’s no secret budgets have tightened since Covid-19 came on the scene. People are spending wisely, but they haven’t stopped.
Your business will continue to grow through this challenging economic period with careful additions of high-value technology to your roster.
Our international account managers will be happy to help you identify where ROI is going to drive you in the years ahead.
At Sylton, we’ve been challenged to conduct business differently this year. More importantly, we discovered our parters also had to think on their feet and move fast to connect with existing and new customers during the worldwide Covid-19 pandemic.
We’re sharing what crystalized as product focus, valuable communication (pitfalls to avoid) and practical tips to boost your partner business during and after Covid marketing times!
Can’t visit clients in person like you used to? You’re not alone but you are in luck because we’re sharing 10 tips to help.
Boost Your Partner Business During Covid-19 Really!
Connecting with customers during Covid-19 is not only possible, but innovative companies are doing it impactfully to foster great relationships and forge new ones.
Our first tip is the starting line for all worthwhile initiatives: communication.
1. Reach Out, Address The Situation, Check-In
If you haven’t done so already, connecting with contacts via friendly messages to acknowledge current events is wise. However, we highly recommend you keep it relevant and real.
Authenticity is a favorite marketing buzzword, with good reason. You know it’s palpable when a message of concern hides a pitch, or when well-wishes lack sincerity.
- Clients may have an inbox brimming with “stay home, stay safe” emails already. Stand out from the pack by keeping communication honest and caring.
- You may clarify that you’re not reaching out for promotion or business, but to ask how they’re doing. Invite them to share questions or concerns, then ensure you’re easy to find and communicate with.
- If operations on your end are a little delayed, be honest and let them know you’re adjusting at this time.
- We don’t suggest pretending everything is “business as usual”, or ignoring the pandemic elephant in the room. On the other hand, many are ready for hopeful, positive messages, so keep it light.
- As always, be careful with humor since many are personally affected in ways you don’t realize.
2. Shift Focus To Benefits That Are Especially Helpful Now
Some Observ features are actually more useful now than ever!
For instance, explain the portability of Observ to your customers. Skin and beauty experts are making one-on-one visits with salons and clinics closed. Convenient portability of our advanced equipment is now a perfect solution to an unexpected problem.
3. Use Before-And-After Images
If you directly request to share a results “wow-factor” online, customers are often happy to. They know people make purchasing decisions based on how incredibly compelling photos are. And they’re right!
Everyone is spending more time online now. Let scrolling procedure before and after photos link to your business!
4. Get Yourself All Over Social Media
Reports show massive acceleration in social media use and many more eyes than usual are captured by your consistent social media content.
This may be a good time to consider paid advertising, campaigns, and clear call-to-action leads that get new customers in touch with you.
Pro marketing tip: Understand your customer’s buying journey on different platforms so the appropriate direction will lead them through next steps.
5. Use New Technologies Like Teams, Zoom, Google Meet
For people working remotely, Zoom, Skype and other video conferencing platforms have been indispensable. No matter how you feel about the video-meeting way of life, it’s presenting options to connect personally with customers.
Zoom calls are more social than emails or phone. Don’t be afraid to embrace this more personal way to meet.
6. Attend A Virtual Tradeshow
Tradeshows have adapted to accommodate remote attendance and social distancing.
We miss the in-person energy of conference attendance, but a perk we now enjoy is access faster and further than before.
You can add to your knowledge, certification, and professional networking all from the comfort of your home. Serious prospecting and sales happen here and if you’re not attending tradeshows, you may be missing out.
7. Organise Virtual Events!
You can gather customers for fun, interactive sessions to talk about upcoming tech additions, a webinar, or answer questions. The possibilities are nearly endless, but increased communication and visibility are priceless.
8. Highlight Covid-19 Protection Protocols You Use To Keep Customers Safe
Sylton has clear corona-guidelines developed which help you operate safely. Communicate this service feature to customers and they’ll appreciate the reassurance.
9. Position Yourself As Expert Support!
We’ve all learned new skills under pressure lately. There may be business growth strategies, or product promotion ideas that you can share with customers to help boost their success too.
Share best practices, create a blog, or how-to guide explaining how to build up again. Staying up to date on Coronavirus news in your industry will make you an excellent resource and trusted guide.
10. Invest In High ROI Products Like The Observ 520x
It’s no secret budgets have tightened since Covid-19 came on the scene. People are spending wisely, but they haven’t stopped.
Your business will continue to grow through this challenging economic period with careful additions of high-value technology to your roster.
Our international account managers will be happy to help you identify where ROI is going to drive you in the years ahead.