Increased competition for brands in brick-and-mortar retail locations can result in an inadequate representation of your brand story and product range.

With exciting non-traditional retail methods on the rise, we are seeing more and more beauty brands going direct-to-consumer.

The Pressure is on the Packaging

Traditionally, brands had two places to win over new consumers—on the shelf and through advertising.

This put huge pressure on a pack to attract the consumer’s attention on a crowded shelf, tell an instant story about the brand, help the consumer find the right product and build trust. The rise of digital has changed all that.

Consumers can now investigate and choose brands online in
their own time and then, when convenient, get product delivered direct to their home.

At first this appears to be a story purely of convenience, but there are exciting opportunities for brands to embrace both the digital domain and new delivery infrastructures to build stronger relationships with the consumer.

Embracing Digital

This new world of DTC means for the first time in a very long time there is a true two-way interaction between the brand and their consumer. Brands can now ask questions about their consumers, gather individual insight, offer more choice and custom solutions, and tell richer, deeper brand stories. Likewise consumers can get advice, tap into expertise and get exactly the beauty products they, as individuals need.

L’Oreal has been investing in DTC for a few years now and we are seeing more and more exciting subscription services encouraging repeat business so relationships can be built over time. Brands can incorporate an element of surprise into their services like Birchbox and Le Parcel with handcrafted, thoughtful gifts.

Likewise, we have seen another type of subscription that builds on convenience like Wet Shave Club and Bare Minerals with their automated delivery and re-delivery of beauty care essentials.

Arguably, consumers are more likely to experiment with new products if they are delivered directly to them at their home. It becomes as much about the product as the way the service makes them feel; special, precious and treated.

Perhaps more importantly the consumer can be indulged through the breadth of experience that can now be offered. The digital interface can be rich with language and imagery that goes beyond broadcast communications to celebrate a mutual brand and consumer excitement for the world of beauty.

Look at the way Rapha celebrates the thrill and romance of cycling on their website—it is so much more than just an e-commerce site—it’s a destination. Or the way global online retailers like Mr Porter and Llamasqua draw you into the richness and diversity of their collections through inspiring writing and imagery.

Could we bring the glamour of beauty TV communication and project it directly to individual consumers in a way specific to them, and in doing so, sharing and immersing themselves in the glamour of the brand?

Rather than tricky color charts, through profiling online, could a redhead see a dynamic video of someone with their face shape, dress sense and hairstyle showing off that exciting new shade of auburn—helping them not just choose a hair color but be excited by the prospect of the result.

Integrating the Digital & Physical Worlds

Then at the delivery end could we not bring the experience and feeling of the salon into the home, integrating digital and physical worlds by combining expertise and demonstrations with product kits and accessories?

EVER Skincare encourages consumers to skip the beauty counter with their custom regimens, 30-Day Challenge and business-in-a-box starter kits. The consumer then becomes engaged not just through their products, but also by building their own expertise, skills and business around the brand.

Direct-to-consumer business provides the opportunity to deliver both product and service as well, which means richer experiences, more customization and targeted product solutions. The consumer is more engaged, is willing to interact and has stories to tell, which builds longer relationships and ultimately advocacy.

Brands can express themselves in a richer, more focused way and can glean more detailed information about their consumers which means they can design better products and market them more accurately to their consumers. It's a win-win situation.

About the Author
Nick Dormon is managing director and strategy director at Echo Brand Design.