Top 5 Tips

Top Five Trends for Summer Cosmetics

Posted in Industry Trends, Marketing, Top 5 Tips on May 4th, 2010 by Sara Dixon – Comments Off on Top Five Trends for Summer Cosmetics

Summertime is the season when women use less makeup and with the downturn in the economy that could mean even lower sales this next quarter. However, by promoting the right products you can help recover, or even increase your summer cosmetics sales! Here are five products to focus on promoting this summer.

1. Nail Polish

Overall cosmetic and toiletry sales were down by 0.8% last year. But nail polish is the only cosmetic to see a double digit increase  – 14.3% since last year –  because many women are giving themselves manicures and pedicures at home and skipping pricey salon visits. Summer is also the season when nails see the most exposure, so make sure your consumers have plenty of bright summer shades to choose from.

2. Bronzer and Sunless Tanners

Sun-kissed skin is always a fashionable look and is especially sought after in summer months. Stock your shelves with sunless tanner products since consumers often want to give their tans a jump start before appearing at the beach or pool in their swim suits. Bronzers also contribute to looking more tanned and summery so be sure to have plenty on hand.

3. Lip Protection

Frequent sun exposure can cause burnt, chapped, and uncomfortable lips. Make sure you are promoting lip products with SPF, aloe, and other cooling/healing ingredients. Lip balms are among consumers’ top impulse purchases, so make sure to have a display somewhere near checkout as a reminder for them.

4. Sunscreen

Sunscreen is a must-have when the summer months roll around because skin protection is important, not just for women, but for the whole family. Have a wide variety of sunscreens to choose from and feature them prominently in your store and remind associates to suggest it with every other summer-type purchase.

5. Moisturizers

Consumers have more exposed skin in summer than any other time of year. After all of the sun’s exposure to bare skin, you can bet your consumers will want to keep their skin hydrated. Moisturizers that contain sunless tanner are great to promote because your consumers get two products in one, making them feel the great value of the product.

The Truth About Sampling to Minorities

Posted in Top 5 Tips on January 16th, 2009 by admin – Comments Off on The Truth About Sampling to Minorities

Targeting ethnic markets can be very profitable. According to the Census Bureau, over the next 20 years the number of African-Americans will increase 25%, Asian-Americans 68%, and Hispanic-Americans 64% while the mainstream market will increase by only 13%. But the same marketing tactics that you’ve always used might not be the optimal way to promote sales to minorities. Here are 5 truths about marketing to minorities that will ensure a higher return on your investment.

Myth 1: Direct mail and captured credit card data are the most effective way to reach ethnic customers.
Truth: It’s better to make a connection at the establishments ethnic customers frequent. Don’t make the common mistake of marketing on the basis of an offensive stereotype. Research first, then make an authentic message.

Myth 2: We made our product visible to our target market, we’re done!
Truth: Don’t stop halfway. Personalize your efforts by using representatives from the target ethnic group for your campaign. And make sure you have a message for each ethnic market you are trying to appeal to.

Myth 3: Giving away my product for free is profit-limiting.
Truth: Samples can increase retail sales by up to 40% and create a buzz about your product – but it is important to do your sampling in the right places and get that sample in the hands of the right customer.

Myth 4: Our ethnic customers can receive our samples through our existing programs.
Truth: Only 5% of African-American and Hispanic consumers receive samples through mainstream traditional programs. Try something different, such as an ethnic festival or event.

Myth 5: It is too difficult for a company to do different campaigns for each type of ethnic market.
Truth: CosPro Agency can help! We have a variety of ethnic marketing programs that reach your target demographic WHERE they are. For example, our Hispanic Sampling program sends our Hispanic models to events where Hispanic people are – local festivals and conventions. We handle everything from conception to execution and your company reaps the benefits.