电子商务在化妆品行业中表现出色

传统上，化妆品公司依靠当面零售来吸引新客户并维持现有客户群。然而，这种流行病已经颠覆了化妆品行业，给敏捷和有创造力的公司带来了新的挑战和机遇。

《电子商务时报》采访了化妆品销售和电子商务专家，探讨了这个动态和不断发展的行业的趋势。

个性化趋势

化妆品公司可以吸引在线客户的一种方法是提供越来越个性化的服务。

“是什么使我们与众不同的是，我们已经创建了一个已经由一个团队的数据科学家，化妆师和皮肤护理专家开发了一个专家在线美容评估，” Jaleh Bisharat，化妆品公司的共同创始人和CEO NakedPoppy，告诉对E -商务时报。

“将其视为您的在线美容顾问。经过三分钟的评估，我们将使用正在申请专利的技术来为您的商店中的每种产品评分，从而为您创建个性化的清洁美容精品店，为您提供完美的选择。”

这种个性化可以帮助弥合客户与在线商店之间的鸿沟，从而近似甚至超过他们在实体化妆柜台获得的体验。

Bisharat解释说：“我们相信未来将是个性化。” “我看到了一个世界，总有一天，每个人都将购买自己独特的个性化美容店，而不必浪费时间在不适合他们的产品上。”

化妆品公司可以收集有关新客户的数据，并维护有关现有客户的信息，以提供适合每个客户需求的独特在线购物体验。

Dynamic Yield的客户成功总监Ben Malki向《电子商务时报》解释说：“营销人员可以向首次访问者展示一份调查问卷，以了解他们的喜好，就像店员一样。”

“然后，使用捕获的信息（例如，他们对清洁或纯素食产品感兴趣还是对皮肤敏感的信息）来提供更个性化的体验。产品推荐可以作为店内员工的又一个有益补充。”

这种个性化还可帮助将客户的店内体验与他们的在线购物联系起来。

马尔基说：“对于那些以前只与线下品牌打交道，但现在开始以数字方式进行业务的人来说，美容行业的营销人员可以将线下交易与他们的在线活动结合起来。”

“这可以通过建立一个细分受众群来实现，该细分受众群包括那些最近离线购买商品的消费者，并在到达网站或打开电子邮件后向他们提供相关内容，从而更有效地将其转化为在线购物者。”

最终，个性化可以维持和扩大客户群，还可以防止因退货和无法使用的产品而损失收入。

“个性化还可以帮助最大程度地减少产品退货，” Malki说。“由于不能重新销售和出售所购买的美容产品，因此，通过实施更高程度的个性化设置，可以为客户提供最适合其独特需求的产品。这不仅增加了产品满意度的可能性，而且降低了相关成本有回报。”

定价与包装美容

化妆品行业也正在通过定价和包装的新趋势而发生变化。例如，智能定价策略正在帮助公司在竞争激烈的电子商务市场中保持优势。

“化妆品公司都在全球电子商务景观幸运的少数人的一部分，在这个意义上，他们有非常高的利润率，解释说：” BURC Tanir，首席执行官Prisync，提供竞争对手的价格跟踪，并为电子商务动态定价引擎公司贸易业务。

“这实际上是在拥有不断增长的客户群的不断增长的市场中的一个巨大机会，在那里定价可以成为秘密的营销武器。这个领域的电子商务公司可以竞争性地调整价格，而丝毫不牺牲其可观的利润率。换句话说， ，他们可以在市场上保持具有竞争力的价格但有利可图的地位，以同时提高收入和利润。”

同样，随着消费者对生态意识的增强，化妆品公司正在改变其产品的包装和销售方式。

豪华包装公司Delta Global的首席执行官罗伯特·洛克耶（Robert Lockyer）对《电子商务时报》说：“使用再生塑料是环保化妆品包装的第一步。”

“除此之外，还需要可循环利用的包装，并努力教育客户如何以可持续的方式处置物品-例如，在瓶子和试管上标明清晰的标签。”

可重复使用的包装已成为化妆品公司吸引具有环保意识的消费者的另一种方式。

洛克耶说：“公司可以通过创建可重复使用的包装来促进循环经济。” “例如，香水瓶或化妆管可以清洗并作为装饰摆设展示。但是，这需要投资于高品质且具有视觉吸引力的包装，从而使外观与内部配方一样成为产品的一部分。 ”

新肤色

化妆品电子商务的新世界就是这样-全球性的努力，不再局限于特定国家/地区的客户。

Global-e北美首席执行官Matthew Merrilees向《电子商务时报》解释说：“ COVID-19加快了零售商对增强其在线形象和吸引全球购物者的需求。”

“尽管国内电子商务销售额增加了，但并不一定足以弥补目前的实体损失，因此零售商必须越来越多地利用向国际客户销售未开发的巨大潜力来扩大收入。”

即使在COVID-19结束后，大流行给化妆品行业带来的变化仍将保持，而那些能够适应在线化妆品销售新现实的公司将是那些能够在未来生存和发展的公司。

NakedPoppy的Bisharat说：“无接触购物的愿望不会很快消失。” “我认为消费者现在对任何种类的病毒或细菌如何传播都非常敏感，因此我预测人们将避免或尽量减少使用测试仪。

“有些人还会保留不让别人靠近自己的脸的残余偏好。这意味着任何可以帮助她以非接触方式找到和购买完美化妆品的解决方案将具有优势。”

Cosmetics companies traditionally have relied on in-person retail sales to attract new customers and maintain existing clientele. The pandemic, however, has upended the cosmetics industry, bringing new challenges as well as a host of opportunities for companies that are agile and creative enough to take advantage.

The E-Commerce Times spoke with experts in cosmetic sales and e-commerce about trends in this dynamic and evolving industry.

Personalization Trends

One way that cosmetics companies can appeal to online customers is to provide increasingly personalized services.

"What sets us apart is we've created an expert online beauty assessment that's been developed by a team of data scientists, makeup artists and skin care specialists," Jaleh Bisharat, co-founder and CEO of the cosmetics company NakedPoppy, told the E-Commerce Times.

"Think of it as your online beauty consultant. Once you've taken your three-minute assessment, we use patent-pending technology to rate every product in our store just for you. This creates your personalized clean beauty boutique, featuring your perfect picks."

That kind of personalization can help bridge the gap between customers and an online store, approximating and perhaps surpassing the experience they might get at a physical makeup counter.

"We believe the future is in personalization," explained Bisharat. "I see a world in which some day everyone will shop their unique, personalized beauty boutique and not have to waste time on the products that are not for them."

Cosmetics companies can gather data about new customers and maintain information about existing ones to provide a unique online shopping experience tailored to each customer's needs.

"Marketers could display a survey for first-time visitors to learn more about their preferences, like a store associate would," Ben Malki, director of customer success for Dynamic Yield, explained to the E-Commerce Times.

"Then, using the information captured, such as whether they are interested in clean or vegan products or have sensitive skin, to serve up a more customized experience. Product recommendations can act as another helpful extension of the in-store staff."

This kind of personalization can also help to link customers' in-store experiences with their online shopping.

"For those who previously engaged with brands exclusively offline but are now starting to do so digitally, marketers from the beauty industry can combine offline transactions with their online activity," said Malki.

"This can be done by building a segment consisting of those who recently made a purchase offline and serving them with relevant content upon arriving to the site or opening an email, converting them into online shoppers more efficiently."

Ultimately, personalization can maintain and grow a customer base and also prevent revenue lost from returned and unusable products.

"Personalization can also help minimize product returns," noted Malki. "As purchased beauty products cannot be re-shelved and sold, by implementing a greater degree of personalization, customers can be matched with items that best suit their distinct needs. This not only increases the likelihood of product satisfaction, but also reduces the costs associated with returns."

Pricing and Packaging Beauty

The cosmetics industry is also being transformed by new trends in pricing and packaging. Smart pricing strategies, for instance, are helping companies to maintain an edge in a competitive e-commerce marketplace.

"Cosmetics companies are part of the lucky minority in the global e-commerce landscape, in the sense that they have really high margins," explained Burc Tanir, CEO of Prisync, a company that provides competitor price tracking and a dynamic pricing engine for e-commerce businesses.

"This is actually a great opportunity in a growing market with a growing customer base, where pricing can be a secret marketing weapon. E-commerce companies in this space can adjust their prices competitively without sacrificing their solid profit margins at all. In other words, they can maintain a competitively-priced yet profitable position in their market to grow their top-line and bottom-line at the same time."

Similarly, as consumers are becoming more eco-conscious, cosmetics companies are changing how their products are packaged and sold.

"The use of recycled plastics is a first step for environmentally-friendly cosmetics packaging," Robert Lockyer, CEO of Delta Global, a luxury packaging company, told the E-Commerce Times.

"Alongside this, recyclable packaging is also needed, as well as efforts to educate customers how items should be disposed of sustainably -- for instance, with clear labelling on bottles and tubes."

Reusable packaging has become another way that cosmetics companies can appeal to environmentally-minded consumers.

"Companies can promote a circular economy by creating packaging that can be reused," said Lockyer. "For example, perfume bottles or makeup tubes can be cleaned and displayed as decorative ornaments. However, this requires investment into high-quality and visually-appealing packaging, whereby the exterior becomes just as much a part of the product as the internal formula."

A New Complexion

The new world of cosmetics e-commerce is just that -- a global endeavor, no longer limited to customers within a specific country.

"COVID-19 has accelerated the need for retailers to strengthen their online presence and accessibility to global shoppers," Matthew Merrilees, CEO North America of Global-e, explained to the E-Commerce Times.

"While domestic e-commerce sales have increased, they're not necessarily enough to replace the current loss of brick-and-mortar, so retailers must increasingly take advantage of the enormous untapped potential of selling to international customers to expand their revenue."

The changes the pandemic has brought to the cosmetics industry will likely remain even after COVID-19 is over, and those companies that can adapt to the new realities of online cosmetics sales will be those that can survive and thrive in the future.

"The desire for no-touch shopping won't disappear any time soon," said NakedPoppy's Bisharat. "I think consumers are now sensitized to how viruses or bacteria of any kind can spread, and I predict that as a result, people will avoid or minimize the use of testers.

"Some will also maintain a residual preference to not have another person get near their face. What this means is any solution that helps her find and buy perfect-for-her cosmetics in no-touch fashion will have an advantage."