In 2020 e-commerce has grown exponentially, with brands across all industries picking up lost business from physical stores with online sales. Multiple lockdowns, ‘stay at home’ orders and the inevitable decrease of the high street has made e-commerce not only popular, but one of the only ways for consumers to get their products. Cosmetics brands not yet selling products online are certainly missing out on business.
Whether you are a complete online novice or have an established brand you wish to scale, this guide can help. As the cosmetics sampling experts, Fillcon know the cosmetics and beauty industry inside out. Filling products, creating samples and providing packaging advice, we help businesses achieve success.
Find out more beauty and cosmetic industry trends worth noting.
Tips for Building Cosmetic E-Commerce Success
Choose the Right Platform
Successfully selling products online is more than consumers clicking buttons and products arriving at their door; brands must use the right e-commerce platforms for them.
Smaller brands just starting out may use online selling platforms such as Etsy or Amazon Marketplace, where the functionality is streamlined, however some profit may go towards using the platform. Larger, more established brands may be able to invest in their own e-commerce website, which they can tailor more and personalise, following sizable initial spend. The most important thing is that consumers can see and access your products online, regardless of platform.
Give Away Samples
The best way to ensure consumers notice and use your products is by giving them away. To ensure you get return on investment, only give away minis or small samples, so inventory isn’t depleted, and future sales make up for the reduced revenue.
Samples are proven to boost sales and help brands gain consumer loyalty. Find out more about growing business with cosmetic samples.
Partner with Other Brands
One way to spread your products globally, and even into the hands of new customers, is to partner with other brands to distribute your samples. For cosmetic brands, a clothing brand with a similar target audience would make an ideal partner – when the clothes delivery arrives, the consumer will also be greeted by a sample of your product!
As more and more people shop online, traditional partnerships have to adapt. Partnerships can also help with brand awareness and raising confidence; if an unheard-of brand is partnered with a popular company, the brand will gain respect and trust.
Use Social Media
How else will consumers know about your e-commerce store?! Print marketing is out, social media advertising is in. Post regularly with clear imagery or funky graphics in line with your cosmetics brand and watch engagement rise. Involve consumers with competitions, questions and guest posts to keep people engaged and interacting, helping to organically spread word of your brand.
The ultimate social media tactic for cosmetics brands is to work with a popular influencer, perhaps offering a discount code for them to offer followers, bringing attention and sales to the business.
Make Your Packaging Look Good
On the same vain as social media, consumers buy cosmetic products not just because of how they work, but how they look. Without other senses, online buyers are restricted to aesthetics only.
Packaging has a huge effect on sales, so cosmetics businesses should look at current trends, consistent favourites and product-specific norms to find the ideal packaging or even customise their own. For example, aluminium tubes have made a resounding come back!
See more: Why Aluminium Tube Packaging Is So Popular in Cosmetics
Promote Environmental Policies
The modern consumer cares about the environment, so it is important that cosmetic brands do too. When populating your e-commerce platform, don’t forget to include how you have taken steps to be eco-friendly, from shipping methods to paperless receipts, for example. Consider aspects such as product packaging recyclability or materials used for delivery.
Ensure Speedy Shipping
Next-day delivery has become the norm for many e-commerce platforms and although it may not be realistic for most online retailers, consumers expect speedy delivery without problems. Research various couriers and options that cater to your business’ and consumer needs. Also, tell consumers when to expect products once they have placed their online order; honest communication is appreciated.
Champion Customer Service
Refunds, issues or questions should be handled quickly and kindly. Ensure your e-commerce platform clearly states how customers can get in touch if they need to. If an issue does arise, it’s best to sort it before the customer becomes angry and starts complaining online.
Don’t forget to check social media comments! Consumers frequently comment on cosmetics’ social media pages with complaints if they have not received good customer service. This can be damaging to reputations.
Showcase Reviews
When buying cosmetics online, consumers trust the opinions of strangers and turn to reviews for advice on brand trustworthiness and product value. Put reviews on your e-commerce platform and happy customers will quickly become assets to your business. If you do get negative reviews respond with an apology, a solution and maybe even a treat. Other customers will see that you have taken criticism, acted on it and made an angry customer happy.
Get Started with Fillcon
As expert product fillers and providers of cosmetic sampling solutions, our experts here at Fillcon are on hand to support cosmetics businesses. Whether you need liquid sachets to showcase your cosmetic product, tissue sachets for wipe samples, or even packaging assistance, we provide a range of services from our advanced facilities to a variety of industries.
Want to grow your cosmetic business? Get in touch today!
