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Hair and Makeup Voucher Codes
Do you know what’s really inside those tubs and tubes that fill your makeup bag?
Do you know exactly what went into the creation of your favourite makeup product, from the testing and the research to production, packaging, marketing and stocking of every item you own?
And finally, did you know that the hair and makeup industry is one which is so vast that only a small proportion of it is actually channelled through stores and retailers – with the remainder being picked up by salons, independent and designer stylists and experiential offerings?
In short, the breadth of customer touchpoints enjoyed by the hair and makeup industry makes it one of the most wide reaching and successful industries in the world, with each touchpoint and platform offering its own unique discounts and deals to appeal to different audiences.
What makes the hair and makeup industry so successful?
We all want to look good – it is part and parcel of being human, particularly in a world where social media and image sharing is such a prominent part of society. It also follows, through stats found in both business articles and beauty articles, that the majority of hair and makeup sales are conducted and initiated by women – whether they are buying for themselves, for a friend or for a partner.
What does this tell us about the hair and makeup industry?
It tells us that the most successful brands and retailers are those who target the audience that are seeing and responding to them – and that audience is women.
Let’s backtrack a little. Barbershops exist for men, yes. But how often, as a woman, do you point out the barber shop and suggest that your partner, son, or father step inside and get a haircut?
Another example: aftershave is a huge market which sits within the men’s beauty industry and could be classed as part of their grooming routine similar to a woman’s makeup routine. Does the man in your life tend to select and buy his own aftershave, or do you do it for him?
The most successful hair and makeup brands out there are those which know and acknowledge that women are often (not always) the driving force behind these aesthetic purchases and experiences – and so tailor much of their marketing, targeted campaigning and discounts / deals towards them.
So, back to the women’s market, and a quick stat to back this all up. Women are encouraged and introduced to skincare products and makeup routines from a young age, not only by our peers and our family members, but also by the media – meanwhile, 75% of men aged 18 and under claim to have no real interest in skincare and do not currently engage in a routine. Of course, this has been known to create and spark controversy, with ongoing disputes consistently claiming that women are exposed to far too much pressure from media outlets, influencers and makeup brands to look a certain way and fit within a certain image, while men are free to age “gracefully” and without product intervention. And while we acknowledge the controversy of this, the fact is that it happens – and the consistently high sales within the hair and makeup industry show no signs of slowing down.
What does this mean? It means that the marketing is working, with the annual growth of the beauty industry seeing an increase of around 7% year on year. To put that into perspective, one source confirms that the USA population is consistently spending more on beauty than it is spending on education.
How the industry has changed
Today, we are used to walking into a store or entering an ecommerce online shop and being confronted with deals, discounts, multi-buy offers and a ton of other appealing marketing techniques which are designed to entice us to buy. But it wasn’t always like this.
In fact, makeup in particular was once completely avoided by the most respectable women in society, with only a very light skin cream being worn in order to ensure that no colour from the sun would be etched onto their pale and fragile faces.
Another fun fact from the history books regards hair dye – now something luxurious which we use to transform our hair in a plethora of different ways, but which was once made from fermented leeches left in vinegar – creating some sort of a black hair dye. Imagine if that was still the case today… would you still buy it?
Who is leading the industry with regards to hair and makeup?
Though often grouped together, the fact is that the hair and makeup industries are served by very different brands; each with their own unique selling point, their own way of standing out and making sales, and their own way of creating value through the sale of various products and services.
Sitting firmly within the health and beauty category, many of the most prominent hair and makeup retailer names are those who in fact boast hair and makeup as only a small part of their repertoire – for example retailers such as Boots, Superdrug and a plethora of different department stores which all feature the most popular makeup brands as part of their much wider offering. On a global scale, these are brands which are owned by the big players in the health and beauty industry, including names such as Unilever, Procter & Gamble, and The L’Oreal Group – with the smaller hair and makeup brands themselves including Max Factor, BaByliss, Umberto Gianni, John Frieda, Benefit, GHD, L’Oreal, Ted Baker, and TreSemme.
And as you will probably notice, many of these brand names are not exclusive to the hair and makeup industry. They are brands which have expanded their offering to encompass more products, more sectors, and more customers – with some leaning on the popularity of their designer status in other markets to drive success, while others use famous faces to gain notoriety.
The online hair and makeup industry
As previously discussed, retail sales are only a small part of the hair and makeup industry, with a great many vouchers, deal and discounts dealing in experiences as much as store bought products. As such, the value of online and ecommerce in the industry is primarily there to provide marketing and advertising support rather than to provide the actual customer experience – with some of the most prominent and innovative marketing campaigns using the power of online to drive user interaction and to create something which is entirely unique and standout.
One popular example is the rise in the use of social media live video sharing and filter sharing, with some of the most popular hair brands designing a special filter for social platform Instagram which allowed users to take a selfie using a backdrop which replaced their own hair with a completely new style as chosen by them. This kind of fun interaction is what gets people talking, adding value to the brand through their use of popular media and ensuring that their brand name remains firmly in the minds and on the phone screens of a large proportion of their target audience.
Another example is one directly linked with voucher codes, whereby popular makeup brand Benefit used the power of voucher sites and instore pop ups to offer customers a free makeover with any single purchase. Not only did this get their name out there, but it also provided a spike in sale as customers had the chance to experience some of the luxury of a high end makeup tutorial, all stemming from the sale of just one of their highly priced items. This use of discounts as a driving force for sales shows how the hair and makeup industry in particular is adapting to combine the value of experiential spending and traditional retail sales.
And then we come to the use of celebrity influencers and the power of the media culture – a marketing and advertising technique which is rife across the entire health and beauty industry thanks to the immense resources of the parent companies and the vast need for relatable models across each demographic of any potential customer base. In short, if you are advertising a hair dye range or a new foundation for the face, you are likely to have a selection of different colours which are suitable for users with different skin and hair colouring. How do you target and entice them into becoming customers? You show them models that they can relate to – and this is where online and e-merchant advertising comes in.
Did you know that 82% of women believe that beauty trends on the whole are driven by social media? Did you also know that once upon a time these trends were largely driven by celebrity trends and the copycat concept of “I want what she’s got” – you only need to think of the ‘Rachel hairdo’ from Friends to know what we mean here! In essence, the hair and makeup industry is one which has always been driven by some kind of influence – after all, what better way to really sell a style or a look, than to put it on the head or face of one of the most influential people in the world?
Other uses of famous faces in the hair and makeup industry include but are not limited to brand-specific models, celebrities who are selected especially to introduce and support certain deals and discounts, and ambassadors who are committed to sharing a certain number and range of posts detailing a certain brands products over a period of time. We call these paid advertisements.
The most popular products in the hair and makeup industry
In terms of popular products, again this is something which is largely driven by both trend and season – for example foundation may not be a popular product in the summer months with so many buyers seeking natural tans on their faces and bodies; meanwhile, the Winter months may be the perfect time to invest in haircare products while an after-sun hairspray is most popular between June and August when many customers are heading off on holiday.
Responding to seasonal trends, understanding the power of different fashions and colours, and knowing which items are most likely to fly off the shelves through a well-placed seasonal promotion or multi-buy deal, is all part of the hair and makeup industry. And with more and more potential buyers set to indulge in at-home beauty treatments and touch-ups amid the ongoing pandemic and uncertainty for service industries and businesses, the landscape for promotions, vouchers and deals has never been better.
Looking at the most popular products within the industry which are likely to continue to grow in popularity, some of the most prominent include:
- Hair Dyes
- At-home conditioning treatments, particularly during the Winter months
- Root touch-up products
- Foundation and Concealers
- Lipsticks and Lip glosses
- A range of different hair and makeup services, be they for special occasions or simply because
The use of gift cards in the hair and makeup industry
The main challenge which faces brands and retailers – as well as buyers - within the hair and makeup industry is the concept of returns, and the fact that any product which has been opened is, traditionally, not able to be returned due to health and safety and hygiene reasons. Now, this is not something which is going to change anytime soon – so what brands and retailers tend to do is ensure that buyers have the peace of mind they need before spending their money, be it with testers, makeup experiences, and trial packs.
As with most of the health and beauty industry, gift cards are rife within the sector – with many of the most popular including cards which stretch to include services such as haircuts and makeovers as well as retail purchases in store. This expansion of offering means that buyers have more freedom and choice in how they spend their gift card.