3 BUSINESS MISTAKES THAT ARE GRADUALLY KILLING YOUR BEAUTY BRAND

You've got amazing products. Your website looks good. You are bending over backwards to make it happen for your beauty brand!

However, when it comes to sales, the odds seems to be against you. Why?

Below is a list of the 3 most common mistakes I see beautypreneurs make often.

1. OFFERING PRODUCT DISCOUNTS

The most heartbreaking result of discounting products is that you condition your customers to wait for discounts before they purchase. Believe me, you never want a customer to wait to make a purchase. Discounts sadly devalues your brand. Discounts say to consumers that a beauty brand and its products are not worth the original retail value.

If you find the idea of stopping discount scary, here's something different to try. Consider adding limited-time value to orders. Your customers might enjoy these type of offers:

• Get free shipping when you spend X amount (it's a great way to increase your average order size)

• Create special offers. Buy product A and we’ll include two samples of your choice (get complimentary brands to partner with you by giving samples to include with select orders)

• Buy a product set for yourself and win a sample for a friend or family member (this exposures your brand to a new customer!)

2. LACK OF COHESIVE BRANDING

Branding is the creative process and aesthetic communication of a beauty brand to its targeted consumers. If used effectively, branding can be one of the best tools for communicating with prospective customers.

How does branding correlates with the success of your business?

Research has shown that it takes 5+ times for new customers to notice new brands. When your attempts to get noticed are consistent visually, your marketing will be much more effective!

Here are some of the most basic ways to ensure brand consistency:

Colors: Choose 2-3 colours (for ideas, look up the colour wheel for complementary, analogous, monochromatic or triad options; neutral with a pop also looks great).

Fonts: Use no more than 3 fonts (ensure font hierarchy).

Imagery: Give clear examples of what is and is not acceptable (always keep your brand’s messaging and target in mind).

Logo: Design a logo with the aforementioned in mind (consider multiple versions of different sizing for various placement requirements).

3. YOUR BRAND'S WEBSITE ISN’T CAPTURING LEADS.

Data suggests that only 1-3% of your website visitors will purchase on their first visit to your site. Whelp! It hurts but what are you going to do about it?

One of the most effective ways to capture the attention of your new audience is to offer something of value, by way of opt-in.

The best opt-in offers speak to your customer’s values and are aligned with the brand's core values.

Consider theses ideas to get your going:

• Consider hosting a webinar on how to get the most out of your skin care routine

• Create a downloadable guide/document on skincare ingredients that should be avoided

• Freebies! Run a giveaway, who doesn't love free beauty products or services? Visitors can opt-in for a chance to win a day at the spa or salon (where your products are sold), a voucher toward future purchases, a sample box (ask those partner brands to pitch in some samples)

Did you find these three struggles familiar? Leave us a comment below!

Thank you for reading!