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Dear Beauty, Skincare & Fragrance Companies: You are among my favorite out of all the consumer goods categories out there! I am a passionate consumer of the beautiful things you create. As each new season arrives, I am always eager to see what comes out next whether it's a new formula innovation or new collection. It seems like by this point every color has to have been done already, yet beauty brands continue to impress by being truly fashion forward. If I could have an open dialogue with my favorite beauty brands, this is a list of things I envision I would discuss:
1. Amy and I both love new product innovations. As I transition out of my 20's I now have a greater appreciation for higher quality products with better formulas that work well with my skin. I value companies who strive to improve the wear, pigment, and texture of their products. If your brand has developed a new revamped formula, we want to know about it! Those little informational pamphlets you include are so helpful! However be sure to market your "new innovations" with care. Everyday we see advertisements for mascaras that will lengthen our lashes by a million percent. There's a fine line between good marketing and appearing like a gimmick. When a new product is released, my first concern is, "will this product really perform?"
2. Beauty brands, please keep your classic colors (at least some). I am constantly wowed by brands who set new trends, however I still like the classics! There's nothing like a classic red nail, a pretty fresh pink blush, or a flattering deep mauve-plum lipstick. As you try to keep up with market demand and trends, know that women who fall in love with a color hope to purchase it again once they use it up. There's nothing more disappointing than going to the counter to repurchase something only to find it's been discontinued!
3. A note to well-established brands with a history of setting fashion trends - I wish you would design a vintage or "back from the vault" collection every year, or every other year! There are so many wonderful shades I missed out on because they were released before I had a budget for high-end beauty products or when I was simply too young. (Hint, Chanel are you listening? I'd love for you to bring back your older Le Vernis shades, but in your new revamped formula without the metallic streaking! Another hint, Paul & Joe, I'd go nuts if you made your vintage-early-item products available in the US. My list could go on and on!)
3. I have a love-hate relationship with the words "exclusive" and "limited-edition." First thoughts are "oooh, special release!" The next thoughts are "how hard to find will this be?" Consumers are bombarded with the words "limited-edition" with every collection and it can be overwhelming. Frustration ensues when having to deal with issues of trying to find and buy these new products. If you're too exclusive we end up frustrated. When I go out to hunt for your latest and greatest, many times I'm told, "I've never heard of that product before, are you sure our brand carries it?" Being too limited also causes a mad-rush when people overbuy to sell on eBay leaving the rest of us consumers who actually want the product for personal use empty handed. Just a few thoughts.
4. Palettes are great starter pieces for those new to makeup and great for travel. However, 8.5 times out of 10, I prefer to pick out my own individual colors. I feel constrained by having pre-picked shades. I know many women (my mother included) refuse to buy palettes unless they are 100% in love with each and every color in that compact. Cost-savings of the retail suggested price of your palettes isn't always the best selling point (even if it is a fabulous product).
5. More on those palettes. Beauty brands, make sure you separate the powders from the creams!!! The debris from the powders mess up the creams if there isn't a proper separator or attached flip-cover for the cream products.
6. Realize the power of social media can impact perceptions of your brand. The best marketing for your brand is word-of-mouth directly from your consumers. Brands that have a good social media presence and market themselves in a legitimate way have my attention! Do note that your reputation as a trustworthy brand is difficult to build and can be easily lost. Just because you send your products to every beauty editor and every blogger who will say yes to your brand doesn't mean consumers will love it. Social media can be a wonderful marketing tool, but use it the right way. (More on brands who do it the right way soon!)
7. Customer service is key, not just from the retailer, but also from the brand. When we want to find out about something or have something we need to discuss, we can either call the retailer or the brand. Remember, we associate your customer service reps with your brand! They should not just be there to answer simple basic questions, they should have some working knowledge of your brand, products and be able to deliver true customer service. I can't agree more with Amy that canned robotic responses are frustrating!
8. Customer appreciation counts! Showing appreciation for our business and loyalty ina fun creative way makes you stand out. We know you track our purchases like retailers do. Those who use the information in a good way to reward loyalty and show appreciation for our business are winners in my mind.
9. I'd like more educational information about your products whether it's a how-to diagram or informational booklet on your ingredients and how they will affect my skin. With my busy schedule, I order online frequently and don't always have a live product rep to explain the benefits to me. Having something to read about your product is extremely helpful!
10. As a consumer, I wish my retail associates (the people who represent your brand) were better trained and more knowledgeable. 9 times out of 10 (yes that many times) when I call to ask about something I've seen or read about, I am told "I don't know anything about that, but I can call you when I do find out." If I've read about something on Twitter or the Internet, shouldn't your product reps be aware of these things as well? I value knowledgeable trained brand reps who are great makeup artists and can teach me something new.
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To my dear readers, I know we realize sometimes we are demanding consumers, but many times there are things we'd like to tell various brands. If you could tell a beauty brand something, what would you share with them?
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