As choice explodes across the beauty industry, brands are fighting a tension in consumer loyalty. With new brands launching with pace and challenger brands continuing to innovate, it’s no wonder beauty loving consumers are choosing to shop around and experiment with their repertoire instead of remaining faithful to a particular brand.
We look at three forward-thinking beauty brands and how they are tackling brand loyalty.
1. Glossier’s ‘Soft Subscription’
Skincare and cosmetics brand, Glossier, cemented themselves as the beauty must-have of 2017, and with a breakthrough skincare release this week, they show no signs of slowing down.
Ask any beauty junkie what her holy grail products are and Glossier will be right up there – however, with the conversation around beauty and skincare moving at an accelerated pace, there is always the danger of another brand being next month’s ‘must have’.
Using ‘soft subscription’ across the online store, Glossier shoppers are given the option to opt into a one-off purchase, or have the item redelivered on a monthly or bi-monthly rolling service, in a bid to keep the brand firmly sat in the (expertly curated) cupboards of beauty junkies.
Glossier’s ‘no marketing’ marketing approach was also reinforced last Summer when the brand launched the ‘Glossier Reps’ project: an eco-system built on peer-to-peer referrals to drive the ever growing community of loyal evangelists.
2. Prose Get Personal
In contrast to the fast-moving, creative skincare and make-up landscape, haircare is still relatively untapped territory.
But with little conversation or influencer driven hype around haircare brands, loyalty is just as much of a problem. Consumers are likely to hop from brand to brand based purely on offers and promotions – traditionally dictated by retailers rather than brands.
Prose, founded by a team of former L’Oreal and Phyto haircare specialists, is spearheading a change in the way we interact with haircare, allowing customers to co-create their own products to meet their haircare goals.
Offering bespoke shampoos, conditioners and hair masks - all freshly made to order - Prose customers can either visit one of the brand's recommended salons for an in-depth hair diagnosis or complete an online questionnaire assisted by one of the brand's own professionals.
After initial set-up, these
one-of-one, hyper-personal creations are stored for ease of repurchase – and
with a commission based incentive for salons, Prose benefits from the loyal,
and regular relationship between stylist and customer.
3. Beauty Pie’s Cost Price Membership
Beauty Pie is a digital-only make-up brand, cutting out the middleman to give beauty fanatics factory cost prices for their favourite formulas.
Created by Marcia Kilgore, the brains behind Soap & Glory, this game-changing club is certainly redefining the ‘beauty subscription.’
Those who sign up can expect a high-end mascara for £1.87 or a lipstick for £3.43 – and whilst you’re locked into a membership (a minimum of 3 months at £10 per month), you have the freedom to curate your basket as you wish.
Founder, Kilgore, describes the brand as a ‘beauty addict buyer’s club’. A club that is not only democratising the industry and making mascara affordable to the masses, but one that makes you seriously question the price of your current beauty haul.
It’s not just affordable make-up that Beauty Pie offers – the brand also offers customers full disclosure of how much money has been spent on packaging and formulations, as well as providing a list of ingredients.
Admittedly, if you're a label lover then Beauty Pie isn't going to float your boat, but for those with a passion for savvy shopping, as well as no-waste advocates, Beauty Pie is certainly setting the conditions for an army of new Beauty Pie loyalists.
SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch firstname.lastname@example.org