Before you decide on any marketing activity, it is important to understand the key differences between these two segments of the beauty industry, so that your strategy genuinely delivers the results you expect.
Cosmetics Manufacturer
A manufacturer develops its own brand, creates interest in its products and builds the narrative that will draw the customer toward its formula, its ingredient or its skincare philosophy. The effect of that marketing should support sales in its own store, in drugstores, on marketplaces and through its other distributors.
The customer journey01Discoverya trend, a creator, an ad, a skin problem or a new ingredient02Interestlearning the promise, the formula, the ingredients and the result03Researchreviews, tutorials, composition, safety and suitability04Verificationbrand credibility, experts, studies, user experiences05Purchasethe brand’s store, a drugstore, a marketplace or a physical location06Returnreplacing the product, the next step in the routine, a new line07Loyaltyattachment to the brand and to the results
Beauty E-commerce
Beauty e-commerce captures demand for brands, categories and specific cosmetics. Its advantage can lie in the breadth of its assortment, price, logistics and the ability to build a complete shopping routine in one place.
The customer journey01Discoverya need to buy, a promotion, a familiar brand or category02Interestchecking the available products, prices and brands03Researchcomparing products, reviews, prices and delivery times04Verificationthe store’s credibility, authenticity, returns and availability05Purchasea cart with one or several products06Returnrepeat purchase, topping up the cart and cross selling07Loyaltyattachment to the store, the program, the prices and the convenience
Przemek Jaskierski
