Home Blog 2019 NPD’s Beauty UK industry analyst, June Jensen, addresses the importance of beauty consultants to the overall in-store shopping experience
Apr 22, 2019

The Growing Importance of Beauty Consultants in a Digital World

Subscribe to our blog

In an ever-increasing digital world, the high street remains a firm favourite with British shoppers, accounting for 80% of prestige beauty sales in 2018. Whilst online sales grew at a rate of 13% in 2018, shoppers continue to visit shops, boutiques and department stores in vast numbers to immerse themselves in the brand experience, allowing them to touch, feel and experiment with colours and textures. They can compare emerging brands with established brands while discovering the delights of the experiential retail setting bursting with new ideas and innovations. I can attest to this because I do it, myself. In my opinion, there’s nothing quite like walking into a boutique to experience the brand first hand before deciding to make that purchase.

This demonstrates the continued importance of high street outlets and department stores, as prestige beauty increasingly relies on a hands-on, consultant-led approach with demonstrations, sampling, gift with purchase, skincare advice and make-up lessons all part of the retail mix.

One of the benefits of working at The NPD Group is being able to dig into the research in order to better assist clients with strategy, planning and the optimisation of staff (and, of course, to educate myself in the process). Not too long ago, whilst perusing the data, it became obvious to the NPD Beauty team just how important beauty consultants can be to a retailers’ bottom line.

In fact, this research was one of that factors that led to the development of a series of tools to measure the role, value and efficiency of beauty consultants in the retail setting. This provided us with the ability to help a client to implement a revised beauty consultant program with a focus on specific KCP, which in turn resulted in a market share increase. The program ended up being such a success that the client has been using it on an ongoing basis.

I am proud of my team, but I’ll not boast too much. This was, after all, a collaborative effort with the client. The point is, beauty consultants are a major part of the consumer experience, as well as driving increased footfall into the doors. Beauty buyers continue to shop in store for their beauty needs and the high street looks set to maintain its dominance for many years to come.

As a side note, it’s interesting to me that despite the boom in beauty bloggers and video make-up tutorials, online only has only secured a 20% share of the beauty market to date. What the last year has shown, however, is that online sales in prestige skincare, fragrance and make-up are driving the business forward - not necessarily taking away from the high street - but adding to it.



Stay current in your industry
SUBSCRIBE

Related Blog Posts

Tagged: Beauty


The New Clean-ical
The New Clean-ical

As consumers voice concerns over ingredient safety, clinical brands that are making public statements on clean ingredients are growing by a combined +100 percent. Such brands are creating products that forgo harmful synthetics, while maintaining their clinical ethos.

Festival Hair: Is Boho-Chic Here to Stay?
Festival Hair: Is Boho-Chic Here to Stay?

At major music events like Coachella, festival-goers want to be camera-ready at all times. Savvy retailers are marketing to this audience, and sales of specialty hair products such as glittery and holographic hair gel rose this year in the week leading up to the festival.

Holiday Trends Are Driving the Success of Germany’s Beauty Industry
Holiday Trends Are Driving the Success of Germany’s Beauty Industry

As we’re halfway into the calendar year, I wanted to take a few minutes to look at the most important beauty holidays during this period and how they are influencing the total prestige beauty market evolution in Germany.

Where is the Pride in Fragrance?
Where is the Pride in Fragrance?

Walking through a department store in June, shoppers may see plenty of Pride-related marketing surrounding in apparel. Is there an opportunity for the beauty industry - and specifically, fragrance - to step up their efforts?

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.