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ASK A BEAUTY ADVISOR
OUR BEAUTY ADVISORS are the heart and soul of this industry. They engage, form relationships and transact with all of our beauty consumers everyday and have so much to share. This quarterly feature is a spotlight on the Beauty Advisor community, their experiences and what they are telling us about their client interactions.
With inflation on the minds of every single Canadian, we wanted to hear from our Beauty Advisor community on what their clients are saying; what they are feeling about spending and how inflation and rising prices has impacted their beauty and cosmetic product purchases.
WHAT IS THE OVERALL SENTIMENT OF YOUR CLIENTS ON PRICES AND SPENDING?
43% of those surveyed said “customers are pulling back” with 35% responded their clients are spending more.
WHEN ASKED WHAT CLIENTS WERE LOOKING FOR IN BEAUTY PRODUCTS.
An overwhelming 64% responded that their “clients were looking for something to make them feel and look good,” consistent with the trends reported by Circana. That said, 22% said their clients were looking for “something new and different they had never tried before.” Social media is playing a role in beauty purchases. For example, Alia noted that her clients are coming in looking for specific items to try (Black Honey lipstick) and buying it.
Although Circana reported only a 1% increase in ASP (average selling price) in 2022, prices are impacting purchase behaviour. Our BA’s had the following to offer when asked about the impact of prices.
“57% of my clients are concerned about higher prices” while only 11% shared their clients are not worried at all. Some clients are asking about promotions more now than ever. Many customers are also trading down to a smaller size of their favorite item – which is another sign that prices are of a concern.
We asked our Beauty Advisors whether they felt and believed that beauty sales have rebounded since start of the pandemic and only a third of them believed the business was rebounding. 48% felt that business was steady while 13% reported that sales were still tough.
PRICES HAVE IMPACTED MY CLIENT’S SHOPPING HABITS.
Almost half ( 46% ) of respondents told us that their clients “love their brands and products and are not changing due to price” That said, 27% said their clients are considering alternative products
ARE YOUR CLIENTS BUYING MORE OF ANY PRODUCT CATEGORY TODAY THAN EVER BEFORE?
Although not the fastest growing category in 2022 based on Circana data, skincare was by far the biggest category group here. 47% of the respondents said “their clients are buying more skincare than ever before.” Social media has also had a role in driving skincare routines as more clients are coming in asking for ways to improve their skincare. Makeup and Fragrance were very close with makeup having a slight edge as the second category of choice for purchase today.
Do you have a product launch, brand extension or innovation you want our Beauty Advisor community to provide their feedback on, email me at fturco@cosmeticsalliance.ca and let’s make it happen.
