The Loyalty in Beauty

Cosmetics, by and large, is a very loyal industry. Once someone finds a beauty brand or beauty products that work for them, it will sometimes take them multiple years to switch to another brand, if they ever switch at all (many never do).

And once someone likes a brand, the odds of them becoming a lifelong customer increase every time they buy a product – which happens quite frequently. When you give your customers the opportunity to “practice” their loyalty to your brand, they actually become more loyal with every purchase.

And loyalty to beauty brands is compounded because of how conducive the industry is to making purchases based on recommendations from friends and family in a given customer’s inner circle. When someone vouches for a product, the people around that central individual are vastly more likely to be influenced by the vouching. And this effect is amplified when you factor in social media accounts and the reach that an individual is able to have online.

So, how is this useful to you? Here at CDP, we have 3 BIG tips that we absolutely live by that will help you create stronger bonds with your customers.

1.      Make sure your manufacturing processes are ethically sound. If you don’t take this first tip seriously, good luck. Word spreads at an astronomical rate these days, and if your company becomes known for environmentally unfriendly or unethical practices, it could be the kiss of death. Give your customers the opportunity to spread the word of how well you treat your workers and the Earth. More and more in this day and age, brands that live up to high environmental and ethical standards are preferred and have higher customer retention rates.

2.     Pay attention to widespread feedback. We’re not telling you to make an adjustment every time a customer posts a gripe on your Instagram page. But keep an eye on the broad strokes. If you check in enough with your social media comments and you notice a pattern of many customers saying the same thing, consider the possibility that they might be right.

3.     Stay in communication. And don’t be afraid to have a back-and-forth with your customers. They love you and your products, so show them some love back! Work towards building your various communities on each social media platform (Facebook groups, hashtags on Instagram and Twitter, sending out SMS messages reminding people when their favorite products are in stock, etc.)

Take a look at your favorite beauty companies. What are they doing to keep the bond between them and their customers sound?

Feel free to reach out to us with ideas! Instead of this, how about asking them to share ways they have earned customer loyalty. We are always looking for new perspectives within the industry and it’d be great to hear from you.

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