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Summer is finally here! After craving the warmth of the
sun for so long, we are all desperate to be outdoors. So how do we coax our customers back into our stores? What will bring them to our counters in the hot, heady days? USE A FOUR-LETTER WORD!
“FREE!” It’s the best four-letter word to get customers to your counter. FREE samples, FREE gift, FREE demonstration, FREE makeup lesson. Before you put out a new tester, decant some into sample pots ready for that special treat. MAKE HEADLINES!
How do we coax our customers into our stores during the warm summer months?
Those eye-catching headlines on the magazine stands draw you in, until you just have to pick up that magazine and read about “Why happy girls are the prettiest” or “Summer skin savers.” Well it’s time to treat your counter like a magazine stand. Draw in those cruisers, intrigue the passers-by and tempt regulars with headlines like “Let’s get naked” or “The dirty secret to sexy hair.” Get creative and a little sassy. It opens up conversations that lead to connections. BE INVOLVED
When the customers are not coming into your store, go to where they are. Get involved with your community. You can often piggyback on a local event or fundraiser. Use bounce backs to invite them in. Make your offer intriguing and FREE! If you are in a mall, the marketing manager should be your best friend. Use social media to promote your events.
SUMMER 2018 | COSMETICSMAG.COM
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Invest in a water dispenser and offer free water at your counter. Add fruit for a splash of colour. Set up a bistro table and chairs and offer your guests a seat. Always have testers or samples on the table. Team up with a local restaurant, food court vendor or tea shop to offer summer drinks and cross-promote — it doubles your customer base. READY, SET, GO!
Make “Grab & Go” travel packs in skincare, suncare & makeup. Great for the cabin, cottage or last-minute vacay. Flying somewhere? Get out those eye masks, face sprays, lip balms and scented pillows. DON’T ASSUME!
We are so lucky to be working in an industry that is constantly inventing new products and updating others, yet also has so many tried-and-true classics. We know what they are — but do our customers? Showcase your Top 10 Summer Sellers at your counter. Talk about them and celebrate them. Romaine Bond is a beauty advisor at the Clinique counter in Hudson’s Bay, Vernon, B.C., and the winner of the Lifetime Achievement Award in a department store at the 2017 COSAs. If you have a question for her, email info@cosmeticsmag.com. 85