Drapers, UK: Cognizant’s Senior Vice-President of Retail and Consumer Goods Consulting Says Retailers can Capitalize on the Return of the ‘Try First’ Strategy in Fashion

“The rise of beauty bloggers and vloggers has also forced retailers, particularly department stores, to change their approach to beauty,” says Steven Skinner. “Beauty has graduated from being an impulsive buying sector to one with a much more considered decision-making process, in part because of the prevalence of product reviews by vloggers, as well as the need for consumers to try before they buy, particularly among millennials.”

Drapers writes, “Beauty is becoming big business for high street retailers and fashion chains…Department stores and high street retailers are spending big on beauty. The last year has seen a wave of glitzy new beauty hall launches and refurbishments. In July, Harvey Nichols unveiled its new 13,000 sq. ft. Beauty Lounge, which offers customers a range of beauty services, dedicated beauty concierge and extended opening hours.

“Savvy high street retailers are also entering the market. Swedish giant H&M and Primark followed in the footsteps of Topshop and New Look by launching make-up ranges this year…Fashion retailers are banking on the “lipstick index” — the phenomenon observed by former Estée Lauder chairman Leonard Lauder, who noted that during 2001 recession sales of cheaper cosmetic items such as lipsticks rose. For fashion retailers, beauty is looking good as another way to bring shoppers into stores and brand them from head to toe,” writes Draper.

Steven Skinner adds, “The vast range of products available means a ‘try first’ strategy has come back into fashion. To capitalise on this, retailers have gone to great lengths to promote the beauty product journey as innovative, drawing customers in with access to emerging brands and salon-quality mini-makeovers.”

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