Beauty Deals Increasing Direct Sale In Beauty & Personal Care Industry

Beauty deals increasing direct sale in beauty & personal care industry

As consumers are escaping direct encounter with the advertising blitz by using digital video recorders, reading news on social networking sites instead of publications, and having wide range of controllable multimedia choices, manufactures of beauty products are opting for direct sale approach to reach the consumers.

Group buying is evolving into an innovative method of selling products directly to the consumers. Beauty products and cosmetics manufacturers partner with the group buying sites to sell their products to the shoppers with discounted coupons and online vouchers bearing promotional price concessions. Vendors also use the daily deal websites to offer beauty deals to the customers.

Beauty entrepreneurs are gravitated towards direct sale to save cost of advertising as internet does not only carry advertising message in text, graphical, and visual forms, but it also supports ecommerce transactions.

Over the last few years, a number of daily deal sites have come on the cyberspace to improve the direct sale of beauty and personal care industry.

Touting deals of color cosmetics, deodorants, depilatories, clones, perfumes, antiperspirants, hair care, mens grooming, oral hygiene, sun care, nail care, and baby care products, the deal sites come up with quirky discounts of up to 90 per cent.

Interestingly, beauty and personal care industry has been dependent on direct sale for a century. According to an estimate, direct sale generates over $10 billion annually accounting for almost quarter of the global revenue of this industry of $40 billion. Beauty and personal care industry is highly fragmented.

The arrival of herbal and ayurvedic products led to further diversification in the industry. The industrial leaders include Kimberly-Clark, Johnson & Johnson, Estee Lauder, Alberto-Culver, Avon, Colgate-Palmolive, L'Oreal, Parlux Fragrances, Proctor & Gamble and Revlon.

Analysts believe that increasing consciousness of peoples about their appearance, arrival of organic and herbal products, change in lifestyle, and visible bombardments of promotions and ads are driving growth in the industry.

Use of internet as penetrative channel of reaching consumers is not limited to beauty entrepreneurs, but worlds leading companies such as Protector & Gamble, Unliver, and Estee Lauder are also using Facebook as a part of their marketing campaigns. Facebook is the fastest way of reaching million of users. In US alone, it has 140 million active users. The social networking sites are complementing the prime advertising efforts of these companies.

Beauty deals are being promoted successfully through the channel of social networking sites as words of mouth by members increase credibility of information no matter if it is negative.

by: Matt York

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