I will be sharing some unique research-based, insights into the year ahead, at the NPD Group’s annual Hot Off the Press Beauty Industry Event in New York City.
In 2008, we saw a dramatic shift in shopping behaviors, and in 2009, we saw these changed shopping habits solidify into trusted, conservative and more permanent methods of selecting and purchasing beauty care products. Consumers are sticking to their money saving strategies and continue to make tradeoffs in regards to what’s wanted versus needed. Continuing to understand the mindset of the changed shopper is the key to success in 2010.
Based on IRI’s research of the industry in 2009, it’s been revealed that the best way to reach the beauty consumer, moving forward, is to have a 360 degree marketing plan. By this, we mean that the beauty marketer must reach customers at home, online and in the store, to effectively influence their shopping decisions. The mindset of the beauty shopper is fundamentally changed. These consumers are turning to friends, social communities on the Web and other mediums for advice, reviews and recommendations on products. TV ads and newspaper pull outs aren’t the only way to provide marketing and promotions information to your customers anymore.
As a professional in the beauty care industry, we’d really love to hear what challenges you feel you’re facing for 2010 and how you plan to address them.
Are you already integrating a digital component into your marketing strategy? Are you reaching out to customers online? Is your brand being talked about in social communities?
Let’s keep this conversation going. This will be an interesting year for the CPG industry and, particularly, for the beauty segment. As the economy recovers at an uneven pace, there will no doubt be a number of surprises, successes and lessons from which we can all benefit.
We are happy to share insights from our analytics division and help you address the most critical questions for the beauty industry, such as:
- How well do you know your shopper? Do you know him/her better than anyone?
- What are you doing to build your brand’s value proposition? Does this align with the needs of your particular shopper?
- In a war of tradeoffs, are you sure you can be a winner?
- Do you have a 360 degree marketing plan to reach your shoppers?
If you were able to join us in New York awesome! If not, we’ll tweet / post a recap blog / share more research on this topic and hope to hear from you soon.
Best,
John Deputato
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TOPIC:
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Finding Opportunities in the Era of the Conservative
Shopper
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WHEN:
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Jan. 26, 2010, 8:30 a.m. (EST)
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WHERE:
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NPD Hot Off the Press Beauty Industry Event
The Plaza
Grand Ballroom
58th Street and Fifth Avenue
New York, NY10019
www.npd.com
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