BW Confidential - Issue #6 - May/June 2011 - (Page 10)

Update Digital digest What do bloggers want? Beauty blogs provide a wealth of insight on what consumers like, don’t like or would like to see more of. BW Confidential regularly analyzes the conversations on beauty blogs, and has come up with a short list of the websites today’s bloggers like to visit and buy from, as well as what they would like their brands and retailers to improve The sites they like Freebeautyevents.com. This site keeps US consumers up to date about beauty demonstrations and special in-store appearances, as well as coupons, samples and giveaways. Birchbox.com. For $10, Birchbox members receive a curated package of four to five beauty samples once a month from wellknown and emerging brands. Products can then be ordered from Birchbox.com. Pixiwoo.com. This make-up tutorial video channel on Youtube aims to provide beauty insider information and news. Other tutorial video sites liked by bloggers include: Jennisse Makeup (dramatic eyeshadows, nail tutorials and product reviews); Makeup Geek TV (make-up trends, re-creating celebrity looks); Makeup by Jacqueline for its bright looks and Michelle Phan for general beauty talk. MUATV.com. This site hosts a live stream of demos and interviews from people in the make-up business. Beautyriot.com. This site lets users upload a photo of themselves to try hairstyles, colors and make-up looks. Gilt.com. This invitation-only flash sale site offers beauty at a discount of up to 70%. Other similar sites mentioned on the blogs include: Hautelook.com, Ideeli and Ruelala. Beauty.com. This e-commerce site is appreciated for coming up with thoughtful gwps by collaborating with designers to create bag, which is then filled with samples. 10 What they’re asking for More samples. Bloggers complain that it is becoming more difficult to obtain free samples at stores and that staff often only provide samples after a purchase. They and their readers say that consumers need to sample expensive skincare brands to see if they are worth investing in, and that a dab of cream on the skin in-store isn’t enough to evaluate a product. Samples are also important for fragrance, as it’s often difficult to smell a perfume given the number of products that have been sprayed in-store. Better-kept cosmetics counters. There have been complaints about messy displays and a lack of hygiene at cosmetics counters, mainly in pharmacies and supermarkets. The bloggers would like to see more supervision from in-store staff to stop customers applying testers directly to their lips or eyes, which make for bacteria-ridden product. Better supervision would also reduce the risk of purchasing products that have already been opened and tested. They would also like to see more wipes, tissues, Q-tips and applicators at counters so consumers can clean their hands. Gift sets for me. Gift sets are intended to be given to others, but more bloggers are showing interest in buying sets for themselves, as they are seen as a good format to try out new products while saving money. They would also like to see the possibility of creating more personalized sets either online or in-store. Online fragrance sampling. While you can sample thousands of music clips, videos, and book excerpts online, there is no equivalent for virtual perfume sampling, meaning that consumers have to sample and buy in-store. Bloggers would like to see the industry come up with some sort of service, such as a free monthly sample, which could be adjusted based on the user’s preferences, similar to Pandora sampling tools for music. More thoughtful gwps. The bloggers want more gwps with gift items that they ‘actually want to try’ and where the gift is a true sampling experience. Less marketing speak. Cosmetics labels with a lot of made up focus-group words supposed to sound like new technology do more to put consumers off than lure them in. Bloggers say they want more clarity and less marketing. More mineral advice. Bloggers say they would like more advice and recommendations about tools, brushes and sponges to learn how to better apply mineral make-up. They are also asking for more innovative packaging for mineral make-up and for more mineral matte textures. Miniatures. Bloggers would like more miniatures, as they enable consumers to try and buy a product without investing in full sizes. Miniatures are an area also deemed convenient for products that tend to expire before the user finishes them, such as nail polish. In addition, there is a demand for smaller sizes or travel sprays for luxury fragrances in the $200 price bracket. May-June 2011 - N°6 - BW Confidential http://www.Freebeautyevents.com http://www.Birchbox.com http://www.Birchbox.com http://www.Pixiwoo.com http://www.MUATV.com http://www.Beautyriot.com http://www.Gilt.com http://www.Hautelook.com http://www.Beauty.com

Table of Contents for the Digital Edition of BW Confidential - Issue #6 - May/June 2011

Cover
Comment
Contents
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- Puig ceo Marc Puig
Insight: Skincare
- Category overview
- Department store initiatives
- Perfumeries
- The latest trends
Wellness
- Discounting in spas
- Spa case studies
Retail
- New store concepts
Travel retail
- Market analysis: Asia & Middle East
- Chinese travelers
Radar
- Four up-and-coming beauty brands
Market watch: China
- Analysis: country overview
- Industry roundtable
- Prestige retailing
- E-commerce
Packaging
- Decoration techniques
Last word
- LPK Beauty vp group creative director Liz Grubow

BW Confidential - Issue #6 - May/June 2011