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Today is July 29. To some, it may be just another day. For those of us who keep track of unique and slightly off-the-wall holidays, today is a beauty lover’s dream —National Lipstick Day.
One of the fastest growing trends in the retail industry is a higher demand for an enhanced customer experience; it's almost a requirement to entice more buys and build brand loyalty.
Specialty grocers like Mariano’s and Whole Foods Market are now offering in-store pubs and wine bars at select locations. This movement allows for customers to become more knowledgeable about the beer, wine and spirit selection with a try-it before-you-buy-it mentality.
PetSmart, through its loyalty programs, personalization and easy-to-use website, ranked number one in the Temkin Experience Ratings for delivering the best customer service experience in the retail industry.
Starbucks, also not shy when it comes to this trend, announced plans for bigger, fancier reserve stores complete with full sensory tasting rooms and six different brewing methods. The retailer recently started offering Starbucks Evenings at select stores, featuring a specialty menu with small plates, craft beer and wine.
These are just a few examples of how retail is changing and brands are creating innovative ways to attract customers who want to come back for the experience. Which leads us to this tiny capsule of gold we like to call lipstick, or rouge à lèvres if you prefer the fancy French brands.
The History
Lipstick counters have been around for years. In fact, I can’t remember a time when I walked into a department or pharmacy store that didn’t have one (seriously, can you?). Nevertheless, it wasn’t always this way.
From its ancient origins, lipstick was made from crushed gemstones and used to decorate the lips of Mesopotamian women. It soon evolved into early Egyptian, Roman and Chinese cultures, who invented formulas derived from various plants, animals, insects and minerals. However, after its initial reign, lipstick gained a bad reputation.
Throughout the 1700-the early 1900s, it was considered “brazen and uncouth” to wear lipstick. All of this changed when American movie stars helped bring back the darker colored lipsticks, popularizing this trend among mostly adults. At the time, the cosmetic industry was dominated by a small number of companies like L’Oreal, Elizabeth Arden and Max Factor.
By the 1950s, many cosmetics brands introduced paler colors, which started an epidemic of lipstick-wearing gals throughout all age groups. These factors spurred mass production of the product and created a need for cosmetic counters; enter the makeup artist and a new mindset for personalized service.
The Interview
I was curious to see what types of training beauty consultants receive in order to enhance the customer experience as a brand ambassador. I met up with Jessica Sheard—Regency’s Senior Retail Specialist by day, beauty consultant at night—to gain insight on how she views customer service in her job.
“Cosmetic brands are dedicated to providing training on their specific product benefits — they typically offer seasonal trainings to go over what’s new and exciting. They also have dedicated outside sales representatives who frequent the store to answer any questions or concerns consultants may have about their product lines. In addition, most cosmetic brands offer quarterly gratis products for their consultants so they too can try the products they are selling to enhance their product knowledge.”
With such well-informed staff, equipped with their own personal experience in product testing, how do the lipstick brands set themselves apart?
Jessica adds, “While some brands do offer gifts with purchase throughout the year, the main thing that entices cosmetics buyers is truly a personalized experience. They want to trust the products they are using daily, and understand how to apply them correctly. With that in mind, cosmetics brands are very focused on well-trained artists who can teach clients about the products instead of simply selling them. Training is especially important when new product lines are launched. When customers see the advertising and receive promotions, it is imperative that the artists know how to recreate the look on their clients.”
Jessica mentions the use of advertising and new product launches to bring people to cosmetic counters. From my own experience, I can remember the first time I dropped by a Chanel counter in Nordstrom (due to a saucy advertisement I’d seen in Allure) to try on the illustrious, Coco Red.
If you’ve ever tried wearing red lipstick, you know it takes the precision of a plastic surgeon to get it straight. When the makeup artist offered to show me how to put it on, it was a pleasant surprise. It didn’t stop there; by the time I left the counter I felt fresh-faced, educated on my skin type and the products used, and even cultured on the brand. That’s a customer experience.
“Nordstrom does a great job of creating a customer experience. Your story is similar to many of their loyal shoppers who are engaged with the brand and the store. They carry many of the product lines seen in magazines that appeal to a vast demographic of age, race, and income. They also have very professional, disciplined artists who promote a surpassed customer experience. It really is all about the experience,” said Jessica.
Technology is constantly transforming commerce and it’s no different in the cosmetic industry. If companies want to stay relevant, it is vital to consistently bring dynamic and innovative products to the industry. I asked Jessica what technology and trends she has noticed in regards to lipstick.
“In the past, lipstick seemed to be fairly ‘one size fits most’— now, it is becoming truly tailored in many ways. Technology has enhanced lipstick by feel, its lasting power and even lip-plumping technology. One of the coolest things I have seen lately is customizable lipstick — Bite Beauty Lab lets each customer handcraft their own completely unique shade, put it in a tube, and take it home. You’re getting lipstick, but you’re also getting the experience, which is incredibly valuable in today’s retail environment. I predict we will see more brands utilizing the ‘create your own’ shade technology in the next two years.”
With competition heating up in the cosmetic industry, I wondered how often Jessica sees online purchasing affect the in-store experience.
“Buying online may be a good option for those who do not have time to get to the store. However, I can’t count the instances where customers purchased a lipstick online and immediately returned it to the store because it was not the shade they envisioned it would be — it happens all the time. With so much retail business moving online, cosmetics are one area that a lot of women really need to be in-store to see, feel, and try on the products before purchasing. The same lipstick shade looks totally different on each customer, so the ‘try-before-you-buy’ is a big deal.”
The Beauty-Retailer Concept Store
It is apparent that successful cosmetic counters train their consultants to provide shoppers with a heightened customer experience. This model overlaps into beauty-retailer concept stores as well.
Ulta Beauty is one of the largest beauty retailers in the U.S. They offer more than 20,000 cosmetics, fragrance, skin and hair care products from over 500 well-established and emerging beauty brands across all categories and price points, including their own private label. Ulta Beauty also offers a full-service salon in every store.
Regency currently leases to seven Ulta Beauty stores in its national portfolio; the largest is in Regency’s Grand Ridge Plaza located in Issaquah, WA. The massive store occupies 10,300 SF of retail space and includes a hair salon and benefit brow bar.
“The Ulta Beauty guest shops and experiments with beauty for fun, excitement and escape,” said Evelyn Rice, General Manager of the Ulta Beauty store in Issaquah.
At Ulta Beauty, you a free to try-on and test a wide selection of products, with consultants ready to provide you with the ultimate beauty experience.
“Our guest is truly at the center of all we do and this is reflected through her exceptional experience in our stores and the expanded products and services we offer her,” continues Rice.
In addition to its higher-end lipstick offering, they also carry brands that are typically prepackaged and unavailable for testing at other retailers.
Every quarter, Regency highlights tenants that align with the Fresh Look™ philosophy. These hand-picked retailers combine the right merchandising mix with unique and inviting environments to connect and attract customers in the communities served.
The Boutique Beauty-Retailer Concept Store
In winter 2014, Regency featured Woo Skincare + Cosmetics, a boutique with top-of-the-line cosmetics, skincare, fragrances and gifts. The company started in Nashville, TN in 1992 and was founded by Woo Caroland. Woo’s eye for artful merchandising and a talent for recognizing emerging trends in beauty have made the original Woo Skincare + Cosmetics an overwhelming success.
The beauty store opened their fourth location in April 2015 at Regency’s Paces Ferry Plaza, situated in the wealthiest zip code in Metro Atlanta and the second wealthiest in Georgia. The store occupies 4,000 SF of retail space and includes spa amenities. They offer a wide range of products — from recognized brands to niche lines and cult favorites, including a sizable assortment of lipstick.
“Lipstick is a timeless luxury and go-to beauty item that makes a strong statement for a minimal investment,” says Woo Skincare + Cosmetics beauty consultant, Aria.
The company was founded to give women a personal, pampering and fun shopping environment for their makeup and skincare choices.
“As each client is very different, so are our artists and estheticians. When given the opportunity, we try to marry the client to the artist or esthetician who would best complement their personalities, as well as their needs,” says Linda Silber, co-owner, Woo Skincare + Cosmetics Atlanta.
With local ownership and in-store expertise, every experience at Woo is characterized by the “golden rule” that every customer leaves happy.
“At Woo, we don’t ‘sell.’ If a customer wants to buy something, great, or just look around, that’s great too. We try to determine what the client is interested in and show them the benefits of the products best suited for those needs. We are also big advocates of sampling. We would rather have a client try before they buy to make sure they like it. Further, if a customer doesn’t love that particular brand, we have many other options for them to try,” continues Silber.
To stay current, the beauty store is continuously adding collections and energizing the classics, always offering something new for customers to try. All Woo artists are educated on each and every brand, providing the customer many options along with a personalized experience.
It’s ironic how such a small beauty item, once viewed as “defiant,” has turned into a multi-billion dollar a year industry. As the demand for the customer’s experience reaches new levels, the cosmetics industry has been in the forefront and will continue to evolve and stay savvy with changes in shopping habits. So this is our homage to lipstick, which helped set high standards in providing a complete customer experience.
