Selling skincare has tremendous growth potential in today’s market. When finances are tight, people often reduce spending on cosmetic enhancement treatments and turn to skincare for their skin’s maintenance. With today’s skincare advancements, it’s possible to achieve significant improvements through skincare alone. The skincare industry, especially active skincare, is rapidly evolving to address various skin needs. Shoppers often wonder if modern skincare products truly work, and the answer is a resounding yes.
Retail businesses that sell skincare must carefully consider which brands to stock. With countless options available, research is essential. Department stores face the challenge of catering to diverse age groups and socio-economic backgrounds, making brand selection more complex. Pharmacies, on the other hand, can tailor their brand choices to the demographics of their locations. Both should offer a range of brands, from high-end to affordable options. Today, shoppers prioritise the scientific backing of products more than their price.
As a buyer, it’s crucial to examine the science supporting a brand and ensure that their claims are scientifically validated and endorsed by regulatory bodies. Requesting product samples from potential brands allows you to experience their effectiveness firsthand.
Once you’ve chosen the brands to stock, provide your staff with product samples and thorough training by the respective companies. Educated staff can convey key product features to clients effectively.
When interacting with clients, keep these four key points in mind:
- Listen to your clients to understand their perceived skin needs before suggesting any products.
- Share your knowledge about the skin to emphasise the importance of good skincare. Educating clients about their skin’s complexity can change the dynamics of the sale.
- Discuss your personal experience with the product to show your genuine belief in its efficacy. Highlight key product features that resonated with you.
- After the sale, instruct clients on how to use and store the product properly. For instance, emphasise the importance of storing skincare away from direct light to prevent ingredient deactivation. Advise against dipping fingers into product jars to avoid introducing bacteria.
Following these four tips not only results in a successful sale but also fosters long-term client loyalty. Clients will view you as a skincare adviser rather than just a salesperson, making your work more enjoyable and ensuring a positive cash flow for your business.
This article was first published in the Summer edition of Retail Beauty.