Another difference we’re seeing between buying
products in beauty supply stores and department stores
is the consultation process. When purchasing beauty
products in beauty supply stores, rarely do the em-
ployees consult you on what you’re buying and color
matching. In department stores, consultations about
the customer’s skin type, color matching, makeup ap-
plication and one-on-one teaching is done. During the
consultation process, the makeup artist introduces the
ideal makeup products, skincare methods and products
suitable for the customer. Customers can purchase the
product themselves through the information gained
through personalized con-
sultation, which leads to the
purchase of the product. On
the surface, it can be con-
sidered a free service, but
it is becoming a powerful
marketing that raises sales
and image.
This is one of the major
factors, which separates
buying beauty products in
beauty supply stores vs. de-
partment stores and we’re
seeing beauty supply stores
take notice of this. With the
rise of beauty purchases
and drop of hair products,
beauty supply stores should
be able to provide the min-
imum service, counseling
and makeup services that
are provided at beauty de-
partment stores.
Last month, we introduced this concept of provid-
ing makeup education project at Bella Crown Beauty
Store in Clinton, Maryland. The training was conduct-
ed in collaboration with Carla Pressley, a well-known
makeup and hair artist, and beauty brand Crown Pro.
Pressley held a live demo with aspiring local muas and
beauty lovers to show how to properly apply makeup
while maintaining healthy skin.
Many of the attendees loved this concept and were
happy this was brought to beauty supply stores. Not
only was it convenient with the lo-
cation being close to their house,
but it was it was also because they
still received a free service while
purchasing cheaper products. “I
think this would really work,” said
Pressley. “There’s an opportunity
to introduce a lot of products to the
client. They are stuck with you for
nearly an hour sometimes. You are
likely going to use so many things
they don’t already have. This is
what keeps customers coming back
to stores like Sephora and will start
to happen for beauty supply stores.”
With this concept, we’ll see a rise
of competition between beauty sup-
ply stores and beauty department
stores. Although this is just in the
beginning stages, beauty supply
stores’ cosmetics business will in-
crease to the forefront in the future.
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