As we enter the new year, the growth outlook for the prestige beauty category is expected to remain unchanged. In fact, sales of cosmetics, especially lipsticks, tend to increase during recessions. This is more commonly known as the “lipstick index”. The term was coined in the early 2000s by Leonard Lauder, Chairman of the Board of Estée Lauder.
It’s clear that beauty brands are investing heavily to deliver the extraordinary and sophisticated customer experience shoppers are accustomed to receiving in-store and online. High-end beauty brands are now offering virtual consultations, leveraging AI and other technologies to allow customers to “try on” products and receive personalized product recommendations. NARS also offers her 30-minute virtual consultation with a makeup artist, who can provide one-on-one technique support and personalized product recommendations.
But what happens after the luxury shopper adds items to their cart? An exceptional, sophisticated and personalized shopping experience must continue throughout the rest of the customer’s ordering journey. Otherwise, brands risk losing customers and even severely damaging their reputations.
Brands cannot manage the entire customer journey alone, especially when facing rapid growth. In fact, many companies partner with third-party logistics providers (3PLs) to deliver on their brand promises and surprise and delight their customers from the click to their doorstep.
Luxury brands should focus all their attention on what they do best: designing and selling luxury goods. Here are some reasons why the best-in-class beauty brand partners with his trusted 3PL partner to do the rest.
A memorable, branded unboxing experience
Customers want experiences—even small luxuries like lipsticks, perfumes, and skincare. A lack of attention to detail in online ordering packaging can make the experience feel cheap and make you feel like a luxurious, top-of-the-line product came from a drug store.
A quality 3PL provider ensures that your products are carefully stored, sorted, sorted and packaged. Offering things like temperature-controlled facilities and expiry planning support, her excellent 3PL partners know how important it is to ensure that products and packaging support the brand promise.
From the box itself, to tissue paper, ribbons, personalized messages, samples, and more, the unpacking experience should be as meticulous as the in-store experience to surprise and delight your customers. . Specializing in delivering luxury experiences, 3PL can work with brands to design memorable custom packaging that matches and creates an unboxing experience at scale.
personalized touch
Personalization is a hallmark of many luxury brands. Luxury shoppers want to feel like they are the only valued customer, and brands with the right personalization inspire brand loyalty that lasts a lifetime.
From embossing, engraving, and embroidery to custom, perfectly-matched foundation mixes, 3PL partners help customers give a uniquely personalized gift or take their personal purchase to a new level. You can add a special touch.
Personalized, branded customer service and returns
At every stage, quality 3PL providers understand that the customer journey doesn’t end when the package arrives at the customer’s doorstep. Best-in-class, her 3PL partners support brands beyond shipping, providing seamless and responsive customer service, order management, and returns to keep brands at the center and care for their customers. .
If the Lipstick Index predictions come true again in 2023, prestige beauty brands will need to be ready to deliver memorable customer experiences at scale to acquire and retain customers at a time of potential increased demand. there is. Finding a 3PL partner who can support the unique requirements of beauty and cosmetics, a partner who understands the brand’s incredible value and brand promise, to deliver a reliable and scalable luxury experience. Finding a partner you can partner with is a top priority. Prelude to the next recession.
Patrick Lowe is Area Vice President of Business Development at PFS. A business unit of PFSweb Inc. (NASDAQ: PFSW), he PFS owns L’Oréal, NARS, Rare Beauty, Yves Saint Laurent, Shiseido, Drunk Elephant, Anastasia Beverly Hills, bareMinerals and others.
