Breaking into the right retailer can make or break your brand. But with the rise of e-commerce and ever increasing competition, what does it take to secure a listing today?
While online sales of cosmetics continue to increase, it’s imperative to remember that 80% of beauty sales are still made from bricks and mortar stores. Liaising with the right retailers has never been more important, but where do you begin?
Helen Miller, Managing Director of Helen Miller Consulting Ltd, was integral to the shaping of Boots' No7 brand and is a specialist in customer insight application, brand strategy and helping brands understand retailers. Here she talks to Cosmetics Business about what retailers are looking for in new product signings today
What challenges do beauty brands face when trying to secure retailers today?
Competition is intense. Beauty is a very mature and saturated market where power is concentrated into five core companies – L’Oréal, P&G, Estée Lauder, Boots and Coty – which control about half of the UK market, both brands and retail. At the other end of the market it is hugely fragmented with thousands of smaller, independent brands and sales outlets, plus web sites and online affiliation.
Do these challenges differ globally?
Globally, the key difference for most other countries is that there is not a retailer as dominant as...
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