Original Image Attribution: UrbaneWomenMag / Flickr / CC BY
Just last week, the NPD Group released its 2013 report on the beauty industry and its growth and development. The report is extremely positive.
For example, 2013 saw a 5% increase in sales of high-end beauty products. Leading ones were the Skincare and Makeup segments which experienced 7% growth. Compared to the development of other markets, these signals are unambiguous – consumers care about their appearance and are willing to pay for high quality results. Therefore, in 2014 small retailers have an even greater opportunity than before to break into this market and grow significantly.
Small Supplement Retailer? No Problem!
The fact that your business is not among the top-selling brands of Skincare or Makeup products should not dishearten you. With such potent and fertile ground as this one, it is not a matter of big or small but of how one is present in the market.
A private label supplement is key to just that – the way in which you are available to your audience. In other words, your products and your brand speak volumes and a private label can either make it or break it for you. Fair enough, you might say, but what to target, who to target and how can I achieve good exposure? Here are four trends in Skincare which hold the answers to your questions.
1. Anti-aging
‘Don’t Smile, It Ages You‘, said beauty industry analyst Larissa Jensen in a blog post back in August 2013. According to Jensen, demand for Anti-aging products is on the rise because ‘Gen Y’ are more conscious and sensitive about their appearance than generations before them.
In other words, Anti-aging products today are not only demanded by Boomers but also and increasingly by Millenials. This demographic segment, the 25-35 year-olds, are the ones with increasing purchasing power, and delivering to them is one of the ways to approach and break into the Skincare market.
2. Diet and Skin
More and more consumers are turning toward healthier lifestyles. Within the Skincare market this is reflected in an emphasis on products which nurture one’s complexion, nails, and hair from the inside out. In other words, what consumers are looking for are long-lasting solutions that address the effects of time, stress, the environment and deficiencies in the diet.
Topicals are only part of the equation. Effective marketing of Skincare can and should bundle topical products with products which supplement adequate nutrition, needed for a healthy and radiant complexion.
3. Natural vs Synthetic
Another clear signal comes from the direction of product ingredients. The ‘natural ingredient’ trend has made its way to the top of people’s preferences. Even the distrustful are enticed and convinced by products that contain such ingredients. Synthetic is questionable, while natural almost instantly has a positive response.
Opting for natural ingredients and emphasizing these when reaching out to your customers is a third way to cash in on the Skincare market.
4. Mobile and E-commerce
Vernon Chan / Flickr / CC BY
Though not a trend unique to the Skincare market, mobile marketing and e-commerce retail are steadily on the rise. And they affect the supplement industry, too. For example, 27% of smartphone owners use their mobile devices to make purchases, according to an industry report.
As tech-savvy consumers continue to grow in numbers it would be wise to approach them on mobile ground as well. Take that along with the fact that a lot of them are Gen Y-ers and it becomes obvious that there is a whole niche there waiting to be explored.
Small Supplement Retailer? Still No Problem!
In the words of NPD senior global industry analyst Karen Grant: “The beauty industry has a unique opportunity to seize the moment, embracing the evolution and blurring of lines at retail, category experience and brand leadership. Prestige has the advantage of offering more of the quality of life experiences in beauty. When we give consumers the products that fit them, their wants and their needs for results ‘now’, we deliver a winning combination.”
As a small supplement retailer you are also presented with the same opportunity. We at Private Label Supplement can help you break into the Skincare market by sharing our expertise and long experience in the field. We can offer you the right Skincare supplements for your target audience, create a unique private label for you and suggest a variety of marketing solutions for these products.
Call us today to learn more about our services and products! As the beauty industry continues to grow we can help you get started and take off in a matter of weeks. Contact our Sales Manager Sarah at 855-209-0225 ext. 1010 or email her at sarah@privatelabelsupplement.com.
All my best,
Stefani Thionnet
Stay focused and never give up!
