People who purchase beauty products spend 80% of their time doing preliminary research, such as reading product descriptions, customer reviews, comparing goods, and viewing influencer videos.
The $532 billion dollar online cosmetics market is rising, and it's not only large names who are cashing in. The beauty market is increasingly dominated by small brands that specialise in a specific product (artisanally crafted soaps or niche makeup lines). If you're a beauty business owner, you'll need a website to get your beauty supply store involved.If you own a beauty and cosmetics store, your top responsibility is to figure out how to sell your products from one door to the next. The most efficient strategy to assist you lead among your competitors is to promote your business online.As a result, most people are concentrating on constructing a visually appealing website. You can easily promote your products online, capture the attention of your target customers, and increase sales without any hassles.A strong digital presence is required for a beauty brand, and the best method to showcase your items is with a dedicated website. Today, the website is used for much more than just doing online orders. This is the foundation of the customer-centric strategy, as well as a vital source of data for marketing initiatives.
Besides, you can interact with your audience by having a fully-functional website. You can collect valuable customer feedback and give a response. You can then plan on how to improve your beauty product collections or productions. That will fulfill your customer needs and give you more satisfied buyers. Furthermore, having a fully functional website allows you to communicate with your audience. You may collect and respond to vital client feedback. After that, you might think about how to boost your beauty product lines or productions. This will meet your customers' needs and result in more delighted customers.As a result, a beauty and cosmetic website will make it easier for you to build a strong brand value online and preserve it in the future. In the long term, you'll see a rise in website traffic, exposure, and conversions, leading to ultimate success.
Scope and benefits of developing a beauty shop website
First, we'll go over why you should launch an online beauty store, and then we'll go over how to open an online beauty supply store.Customers and sellers alike benefit from eCommerce's flexibility. Shoppers have unfettered access to a wide range of products and brands 24 hours a day, seven days a week, and retailers save money on the construction and upkeep of physical stores and staff.Glossier, ColourPop, Kylie Cosmetics, Morphe, Milk Makeup, and Drunk Elephant are just a few of the well-known cosmetics businesses that began as online-only stores. They didn't open physical stores until after they had achieved significant success online.
Here are a few more reasons why a website can assist you in starting a cosmetics business:
- Quick and Simple Setup
Emerging firms' hurdles to entry into the beauty market have been lessened thanks to digital marketing. New cosmetics companies don't need to create a physical store because they can reach clients all over the world through their websites and use celebrities, Instagrammers, and YouTubers to market their products.
Glossier, a mono-brand unicorn, is one of the most intriguing instances. Before opening its flagship in Los Angeles, the company began with opinion influencers on Instagram, who provided them with revenue and admirers.Having an online beauty shop establishes a brand's credibility as a significant market player and drives traffic to the sales pages from different digital marketing sources. Websites also enable you to collect and analyse vast amounts of data from clients. We'll talk about how brands can use this data later, when we talk about the features.
- Conditions of pandemic and social alienation
As the COVID-19 virus stopped most aspects of business and life, beauty salons were forced to move all of their operations online. Even though they were likewise overwhelmed looking for new tactics to keep their clients, those who already had a website felt less stressed.Analysts anticipate that the beauty industry will fare better than other sectors during a downturn. Even in times of financial hardship, customers place a high value on skincare and beauty products.The experience of China's cosmetics companies has previously demonstrated how to overcome social barriers. During the Wuhan pandemic, for example, the cosmetics manufacturer Lin Qingxuan had to close 40 percent of its outlets. However, the company shifted its beauty advisors from offline storefronts to online customer service and sales via WeChat. Surprisingly, compared to previous years, this move resulted in a 200 percent rise in sales.
- The Ascension of the New Niches
It can be difficult to compete with long-established giants such as Sephora or Amazon, but you can carve out a small niche and become a "Amazon of eco-friendly products" or other popular segments. Customers are shopping for cosmetics more thoughtfully these days, considering a variety of aspects in addition to price and brand.Eco-friendliness, sustainability, natural ingredients, personalisation, quality over quantity, and other consciousness-raising topics will dominate the 2020-2030 eCommerce decade. Many new brands are emphasising their unique concept in a micro-niche to address unmet consumer needs.
Market Segmentation of the Beauty Industry
The global cosmetics market was valued at $380.2 billion in 2019, and is expected to grow at a CAGR of 5.3 percent from 2021 to 2027, to reach $463.5 billion by 2027. Cosmetics have now become an integral part of the modern individual's lifestyle. Furthermore, the rise in awareness of exterior beauty, combined with an individual's internal intellect, has become one of the key driving forces for cosmetics use in the global industry. Along with women, males are increasingly using cosmetics in their daily lives, which is helping to drive the worldwide cosmetics industry demand. As a result of these shifting lifestyles, the worldwide cosmetics market has grown.
To increase sales in different nations, manufacturers are modifying their product branding and advertising techniques. Manufacturing businesses have used innovative techniques to promote sales of their cosmetics items, such as new product launches with natural components and appealing packaging. Consumers, particularly women, prefer to utilise cosmetics items that are convenient and quick to apply while travelling or attending social gatherings, as cosmetics have become a vital part of their lives.Furthermore, using natural substances for cosmetics manufacturing, which have no negative effects on the skin, is a common approach used by manufacturers to attract more customers.
This also aids in the growth of revenue for businesses in this area. The global cosmetics market is driven by all of the manufacturers' strategies together. Chemicals employed in cosmetics manufacture, on the other hand, can affect a person's skin or other body parts. Furthermore, using cosmetic items on a daily basis may be harmful to the skin. Chemicals used as cosmetic additives can have a variety of negative skin impacts. Hair fall is caused by long-term and extensive usage of chemical-rich shampoos, serums, and conditioners.Furthermore, excessive use of colour cosmetics for the eyes and lips can lead to a variety of skin problems and health risks. As a result, increasing customer awareness of potential cosmetic side effects and skin issues is a key factor limiting the market's overall growth.
Business model of beauty websites in the market
Health and beauty products are now available in a wide range of retailers, including drug stores, cosmetics stores, and supermarkets.Purchasing things online has numerous advantages, ranging from the ease of shopping from the comfort of one's own home to the availability of an almost limitless selection of brands and products. Today, we can find a variety of online beauty websites. Consider the following example:
- Platforms with several vendors (Amazon, TMall) 75 percent of the time
- Cosmetics merchants on the internet (Sephora, Ulta, Douglas, Nordstrom, BeautyBay) 54 percent of the time
- Retailers of bulk merchandise on the internet (Target, Walmart) 36 percent -
- Marketplaces on the internet (eBay, Taobao, Etsy) minus 28%
- Online pharmacies (Wellgreen, Boots, Well) minus 27%
- Online retailers that sell only one brand (MAC Cosmetics, Becca Cosmetics, Makeup Forever, Lush, Urban Decay, Anastasia Beverly Hills) minus 26%
Challenges in building a beauty shop website
Customers face a number of common obstacles while shopping online. A beauty website should remove the following barriers for customers:
- There is no way to test the products.
- There is no professional to seek advice from.
- Finding the right product and becoming lost in a sea of possibilities are both frustrating.
Apart from addressing these issues, modern websites should be used by their owners as tools to:
- Customer loyalty can be increased by recommending the best-fitting products.
- Collecting and evaluating consumer preferences to reduce production costs
- With the help of reviews and ratings, you can boost your sales.
Key features and modules to include in a beauty shop website
Is it worth emphasising that any eCommerce website, regardless of whether it offers cosmetics, food, clothing, or computers, has a set of basic features? Registration, user profiles, product catalogues, product detail pages, payment integration, checkout process, shipping choices integration, and support are all examples of these. They can be found on any website, whether multi- or mono-branded.However, this is only the top of the iceberg. Websites today are much more than just landing pages and product catalogues. Online buying is very different from shopping in a real store, and the website's goal is to reduce discomfort while giving a fantastic shopping experience.
Customers can view indicators for product categories and brands when they visit a real cosmetics store. They should be able to find the same information on the website. Filters should be able to be applied to searches so that accurate results may be obtained.For example, on the NYX Cosmetics website's Search option, you may find different parameters for each product category that will lead to accurate results. When looking for an eyeshadow palette, a consumer can use the filters "feature," "coverage," "finish," and "pricing." Lipstick, mascara, and other goods will have various filters.
Customers are more likely to purchase more if they are confident that the things on offer are tailored to their specific requirements. Websites should have a smart recommendation tool, similar to how a trained consultant in a store might offer things that a buyer would appreciate. Website algorithms can learn from the data collected from users on the website and offer more personalised recommendations in the future. Brand websites collect information such as demographics, prior purchases, search history, viewed products, and items put to wish lists in order to attain the best level of accuracy.
One of the most difficult aspects of running an online beauty store is that customers are unable to test and put on things like they would in a real store. Companies have built virtual mirrors on their websites to meet this demand, which use facial scanning and layers (or masks) to simulate trying on a product. Many firms employ this technology to provide a realistic user experience and assist clients in selecting makeup items such as foundation, eyeshadow, and lipstick.
Another issue that online beauty businesses confront is the lack of real-time communication with clients in order to provide professional advice or assistance. This is normally the job of shop consultants in retailers. Websites, on the other hand, should not be silent. AI-powered chatbots that can give beauty product suggestions or assist buyers in finding the perfect item are now available to the online beauty business. You can employ genuine specialists who will communicate with clients over the chat to make the conversation more productive. Customers can upload images of themselves, for example, and an expert can make advice on the best type of cosmetics, foundation, or lipstick tone.
One of the most important sales generators is reviews. Mariya Nurislamova, the founder of Scentbird, claims that a two-star rating on the first review for a perfume reduces sales by 50%. People would rather buy a product with no reviews than one with negative feedback. A fragrance's sales will quadruple if it receives four or five ratings instead of two.This implies it's critical to encourage your customers to leave product reviews on your website. How should this be accomplished? Consider sending follow-up emails. Customers who receive email reminders after receiving their orders are 80 percent more likely to post a review.Reviews are a strong tool for establishing trust. They are, however, extremely vulnerable, as they can be written by anyone. As a result, reviews should be rigorously guarded against spam and fraud. Make sure that only authorised users may leave reviews, that consumers can only leave reviews once their orders have been fulfilled, and that spam is avoided by banning suspicious emails and numerous comments from the same IP address.
If you're going to have a complicated website with all of the characteristics listed above, it's best to start with custom development. Entrepreneurs who started with off-the-shelf solutions eventually realised their limitations and switched to custom solutions. You now have the comprehensive guide on building a profitable and modern beauty website. These features will be equally effective for attracting more customers and increasing sales whether you are a mono-brand merchant or a multi-brand platform.There are numerous approaches to creating a cosmetics store website. Some firms who are seeking to show their concept choose to build their own website with the help of well-known website-building tools. Others opt to hire a team of developers to create a website from the ground up.