I recently did a Periscope broadcast covering the topic of overcoming a saturated market. Press play to find out my best advice for shining and thriving in an industry that is full of products and brands.
If you haven’t already noticed, skin is in. For the past two runway seasons we’ve seen designers and their appointed makeup artists take a minimalist approach to the makeup looks for their shows. Ask any professional makeup artist the key to achieving a flawless makeup look and they will tell you a clean, well hydrated canvas.
The Neutrogena Hydro Boost Water Gel is a product that is getting rave reviews from beauty editors, bloggers and product junkies alike. After hearing about this product one too many times I just had to take a look at the ingredients list to find out why it had claimed so much fame. So what’s the secret? Hyaluronic Acid.
No surprise here! Hyaluronic Acid is found naturally in the body and plays a big role in the appearance of healthy, firm, well moisturized skin. It supports cell and tissue health and helps reduce inflammation. The older we get the less hyaluronic acid our bodies produce resulting in less than youthful looking skin. Sun exposure also decreases our bodies’ ability to produce HA. Hyaluronic Acid can hold 1000 times its weight in water which makes it the ultimate skin moisturizer.
Using Hyaluronic Acid in skin care products allows us to reintroduce this major moisturizing skin component back into our bodies. HA has the natural ability to penetrate the skin’s surface to temporarily reside in the places it needs to be. When this key ingredient is incorporated into the proper delivery system it becomes even more active beneath the skin’s surface.
The Neutrogena Hydro Boost Water Gel is mainly comprised of silicones to deliver moisture. The product obviously works well as is, but I specialize in natural and organic formulations so while silicones have their place, I prefer to find more luxe alternatives. There are natural oils that help skin care actives penetrate the surface layer of the skin more effectively. There are also natural oils that provide a similar skin feel to silicones. Pairing Hyaluronic Acid with plant based actives and novel oils would take this product from great to superb and from mass to prestige.
In the age of the selfie more and more women are looking for products that will give them flawless skin without the use of tons of makeup.
So which of you Glam Stars is going to take advantage of this Glam Biz Insider information? I’m waiting on you ; )
Here’s to the Glam Life!
How do brands like Glam Glow, Caudalie and Anastasia Beverly Hills end up on the shelves of Sephora?
While I don’t know what happened when these brands sat down to meet with the decision makers at Sephora, I do know what it takes to be worthy of the chance. When you’re working on building your beauty brand and product portfolio keep these 4 tips in mind.
1. Your product has to deliver the results it claims. Each of the brands above have a top notch product portfolio. If you take a glance at the reviews on Sephora.com you’ll see what customers have to say about them.
2. Your product has to look the part. Everything from the bottles and jars you select to the font style and the colors you use play a role in how your brand is perceived by your customers and the stores you want to give you a shot. Make sure your brand has a style and presence that speaks from the shelf (or the screen).
3. Your brand has to be engaging. If Sephora is going to give you shelf space, they have to know that you can move product on your own and get people in the door to buy. Brands that have built a solid following/fan base bring with them a sense of confidence that this relationship is going to work. Build your fan base by delivering a great product, stellar customer service and a engaging presence on social media.
4. Your numbers have to make sense for everyone. Even if you can push the product, retailers won’t pick up your brand if your numbers don’t work out in their favor. Make sure your profit margin works in a way that allows you to make a good profit at wholesale. Your costs and price point must also leave room for Sephora to still make a good profit even if they decide to run a promo or invest in marketing for your product.
No matter where you dream of seeing your product these 4 tips will help you get there. When your foundation is strong, you’re in position to grow any way you wish.
As The Glam Scientist I help brands position themselves for this kind of growth with intensive coaching. Check out the Glam Biz Intensive if your brand could use a partner in success. I’m here to help!
Here’s to the Glam Life!
If your salon is not selling products one hundred percent of your clients are buying them from someone else.
At minimum, the average consumer buys shampoo, conditioner and at least one styling product. The total cost for the basic set of hair care products is roughly $25- $35 per purchase. That’s about $100 per client per year. Consider your client load per stylist for a minute. How much money are you leaving on the table by not carrying an in-house brand of hair care products to sell to your clients?
Not only is a salon brand hair care line a good supplemental income for you as the salon owner, but for your stylists as well. When stylists are empowered to make additional income through commissions they will sell, sell, sell. Many salons already retail a name brand product line for passive income. Unfortunately, the earning potential on sales of an outside brand is very limited. Although you buy the products at wholesale usually 50% of the retail price your profit margin is only 50% of the sale minus the commission rate you pay your stylist.
While that is a decent profit margin, you can do better on your own. When you have your own in-house brand of products you control the numbers totally. You manage the upfront costs. You set the retail price. You determine the commission rate. And because salon brand products are exclusive you can command a much higher price point than your average product line.
Owning a salon brand product line shifts the power in your favor more than just financially. It also provides a platform for you to extend your brand awareness. With the ability to sell your product line outside of your salon in major retail outlets and online your local salon suddenly becomes a nationally known brand. This level of visibility opens the door for expanding your salon presence through multiple locations and even franchising. Product lines are proven to solidify and validate salons think Chaz Dean, Paul Mitchell, The Dry Bar, just to name a few. Would you know those names if their product lines didn’t extend past the four walls of their first salon? Probably not.
I’m sure we’d all agree that being a hairstylist is hard on the body. It’s also a profession that requires your time to make money. A dedicated hair care line gives stylists and salon owners a stream of income that doesn’t require countless hours on your feet or overbooking your chair to make ends meet. You can sell your products online around the world at all hours of the day and night. Make money in your sleep. Make money while someone’s in your chair. Make money while you’re on vacation. Make money on Sundays and Mondays even when the salon is closed.
Above all, your salon brand product line makes a lucrative retirement plan. What happens when your body is tired and you’re no longer built for the salon life? The last thing you’re going to want to do is find a new career. But if you’ve set up a product line that is already selling and doing well then you won’t have to worry about how you’ll make your money when you’re no longer behind the chair.
Starting your in-house hair care line doesn’t have to be a huge undertaking. According to the 2013 Professional Salon Industry Hair Care Study sales of styling products were up by 4% due to an increase in home hairstyling. Start with a styling product that will help your clients maintain their hair between salon visits. Really consider the majority of the clients that frequent your salon and decide what the best type of product would be. Start with one product to manage your initial investment and to find out what other products your clients want to buy from you. Also use this one product to refine your stylists’ sales skills. They’ll need to be trained on how to offer the products with their service and how to rely on their expertise to build the clients’ confidence in the products. You’re the professionals; your clients trust and rely on you to lead them in proper hair care. Think of it as a part of your job description.
So, how much money is walking out of your salon everyday and into the hands of another brand? How bad do you want to take it back?
I am currently offering an exclusive hair care product line for sale that consists of moisturizing shampoo and conditioner plus a glosser/heat protectant finishing product. The entire collection was developed with plant derived ingredients including Mango Butter, Argan Oil, and Monoi de Tahiti Oil. If you would like more information about how to make this product line yours please email me directly at firstname.lastname@example.org.
I’ve had this post planned for weeks and I’m finally getting around to it. I want to make sure I’m keeping you guys abreast of what is going on in the industry so when it’s time for you to grow your brand you’ll know which way to go. I won’t post about every trend in the industry, just the ones that I believe are worth buying into. Some trends are here to stay. You can quote me on that.
Color Correcting Primers are popping up everywhere just like alphabet creams did a year or so ago. And just like alphabet creams, these primers will become a staple.
What it is
These are basically undertones in a tube. For many women it is difficult to find the perfect foundation match. This is especially an issue for women of color. There are just so many different variations of skin color that it’s impossible for any one brand to keep up… unless they also have a line of color correcting primers.
Who should get into this business
Start up makeup brands are the perfect candidates for this product. It’s much easier to get a customer to buy a product that will help their favorite products work better than it is to get them to convert to your brand altogether. Color correcting primers are what I would classify as an accessory cosmetic. They are used to boost the performance of your staple foundation. Show your target market that you can nail a product like this and they’ll be more inclined to try the rest of the products you have to offer or will have to offer in the future.
How to stand out
The key to breakout success in this market will be to focus on the least catered to skin tones. Ethnic colors are always problematic. Your line of color correcting primers needs to account for all the varied undertones of ethnic skin. Most brands that I’ve seen with these kinds of primers only offer four or five colors. There is room for more.
Skin care is increasingly important to consumers and they are more compelled to buy multifunctional products. Your product will need to do more than just correct foundation colors if it’s going to make a real impact. Use actives and natural ingredients to treat the skin.
If you are not a makeup artist it would be a good idea to partner with one through the development of your new product offering. They are experts at color matching and can help you fill in the gaps that exist in the market.
The texture of the product and how it is applied for optimal performance is important. If your product comes with a special tool or applicator customized for your brand you will be ahead of the game.
Here’s to the Glam Life!