Navigating The New Normal, Again

Navigating The New Normal, Again

During the first lockdown we learned that staying agile and relevant was key to success.

Customer reach and online selling became important factors for strengthening sales and ensuring business continuity.

Fast forward to today – and we are navigating a new normal, again.

Each province sets their own restrictions, but if you are in Ontario you are well aware that these rules can be lifted and/or reinforced at any given moment.

Remember – disruptions will arise in the future, whether it be a new virus, a recession, or something unimaginable. The goal is to stay ready.

In the midst of chaos there is great opportunity for beauty independents to emerge and make connections with new consumers who are isolated and need some advice.

In today’s post, we want to share some things we’ve learned over the past 9 months and help you take advantage of the change in consumer behaviour.

Build your store to reflect the current state of life: consider things like client lifestyle, climate and government restrictions. Products need to work and deliver. There are thousands of beauty brands, but the most important thing to consider is if a product line aligns with your beauty & lifestyle philosophy. 

Self-care Tool Kits

If we know that clients are looking to maintain their “glow” at home, look at expanding your inventory to include at home tools and face masks. From our catalogue we suggest the Manta Healthy Hair Brush, the Nana Jade Roller and Magicstripes Deep Detox Tightening Mask. 

Sexual Wellness: A New Beauty Category

Our inner and outer glows share a special connection, but with the lockdown pleasure has taken a backseat to social distancing.  We’ve seen the demand for sexual wellness toys and topicals increase exponentially as consumers are starting to add them to their self-care routines.

One of our newest brand’s Dame is closing the pleasure gap for women across the country. And guess what – being single or in a relationship is not a disqualifier. 

Don’t be afraid to reconfigure your buying to include sexual wellness. It’s important to revaluate your business based on the current needs of your clients. Furthermore, if sexual wellness is not the right fit for your store – that’s okay too! 

The Mask Effect

Since mask wearing is mandatory, good skin care has never been more necessary. Masks can cause congestion and irritation as your skin is not able to breath.

As a result many of us are avoiding makeup, playing up the eyes, and only using products that don’t disrupt our normal skin care routines.

VMV’s Hypoallergenic mascara lengthens lashes without causing sensitivity, while James Read tanning drops can be integrated in skin care – offering colour with ease, without foundation.

Climate Conscious Skincare

Now that the weather is getting colder, clients will be looking for added moisture for face and body. 

While we are all making adjustments to adapt to the rippling effects of covid-19, it’s important to evaluate the current state of demand around the world. Throughout the entirety of the pandemic, we’ve seen cosmetic sales drop and a significant rise and interest in skin care.

What we are experiencing is basic economics: supply vs demand. We simply cannot rely on just in-time inventory.

Demand forecasting is an inventory management technique used by businesses to predict sales and expand selling. Given the times, lack of inventory planning and forecasting can lead to stock depletion and lost sales. 

Once you’ve established your top sellers – stock up. Make the investment to make the sales. 

Think about your customer’s journey before covid-19. Were most of your sales in-store? How were consumers becoming aware of your brand and products?  

Now let’s think about the current effects of the pandemic on your customer journey: where are the majority of your sales coming from: online or offline? Are clients researching your product before coming in-store? Where does research take place: Social media? Blogs? Word of mouth? Are clients still looking for the same level of in-store product knowledge from staff, or have they already done their research? When a client comes into your store, how long does it take them to make a purchase? At which touchpoint are you losing sales? 

It’s important to identify how covid has changed the journey because it allows one to understand which areas of the business have changed, and which areas of the business may need more attention to further increase sales. Once you’ve established the current consumer journey, it’s time ensure that each touchpoint is helping you secure the sale, but most importantly creating a loyal customer for repeat sales.