The Beauty Vloggers are Now Available in-Store

 

The Beauty Vloggers are Now Available in-Store

Vlogging or video blogging is changing the beauty industry. Social media influencers using YouTube channels and Instagram feeds make a lot of money promoting brands. YouTube beauty vloggers spend hours creating videos that show hairstyles, makeup trends, and compare brands. The content is then consumed by consumers online for hours.

Beauty and Health retailers and brands must leverage the beauty vlogger phenomenon and bring it in-store. Click to TweetBrick and mortar has a huge advantage over online: you can experiment, see colors and feel textures, without having to buy.

Use leverage displays to teach, demonstrate and incite

This is the time to make these brand-vlogger relationships come to life, both online and offline. These videos can be integrated into your display to seamlessly integrate social media into your retail space.

Social media influencers have the advantage of being seen as everyday people. They are not professional makeup artists, but they are self-made. This makes them more accessible and more relatable. They are trusted more than professionals and consumers look to them for real advice. They are accessible because of their imperfect model and lack of expensive budgets.

You need to be strategic to transition from online to in-store. While consumers might watch a three-minute video at home, they are less likely to do the same in your store. Make short teaser videos of 30 seconds that link to longer tutorials online.

It should highlight trending looks. Three products are needed to achieve the "no-makeup" look. This effect is not as easy as it sounds! A popular vlogger can demonstrate the process in a short video. Continue with counter cards, a link to your longer tutorial, or your video channel.

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In-person experimentation can bring vlogger videos to life

Vlogs are used by consumers to not only get beauty tips but also to see the best products in action. Consumers want to be confident when buying beauty products. They are an integral part of everyday life and often considered an investment in their confidence. Consumers are cautious about making costly mistakes, with lipsticks starting at $36 and foundations going up to $65 for high-end products. Moisturizers can cost hundreds.

Test tubes are already available in stores, but now it's time for interactive and experiential options. Sephora Studio concept shops and Beauty TIP have been hugely successful in this area in recent years. They focus on customer experience and are a great example of how Sephora has done it well. There are dedicated tables in the stores where customers can experiment with products and receive full-hour consultations by beauty advisors. Sephora offers classes on smoky eyes and teen makeup as well as false lashes.

There are many opportunities to take your ideas further. Beauty can be very social. Women (and men!) often get together before big events. Women (and men!) often meet together to get ready and share their tips and products. Group classes for friends, similar to a wine and painting evening but with margaritas or makeup, can be a fun way to learn about the latest makeup trends and test out new products. You can even invite vloggers into the group to teach. Social media promotion will allow you to tap into their influence and make money.

Events that cater to seasonal needs like bridal and wedding party looks and pre-prom preparations, quinceaneras, sweet sixteen parties, and quinceaneras, will bring the energy up. A guest vlogger can complement your in-store makeup artists. Install a mobile kiosk outside of your store if you are short on space or wish to create an atmosphere. Make sure you include a lead-in for your larger permanent structure.

Beauty shoppers view the products they purchase as a way to express themselves and are very serious about purchasing. This is a new way of shopping. You can go beyond by providing brand experimentation opportunities and exciting new experiences with top social media personalities. Vloggers can be a great way to increase your online reach and bring customers into-store.

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