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How to increase sales of professional cosmetics

Alexander Khodakov

Any supplier of professional cosmetics is interested in expanding the number of beauty salons switching to his cosmetic line. To do this, sales managers are hired, money is spent on their trainings, on exhibitions, on advertising, free training seminars are held - alas, all these traditional methods have recently begun to slip, because competition between suppliers of salon cosmetics has reached a boiling point. The choice of salon cosmetics is not just great - it is excessive for the domestic market of salon services. Selling professional cosmetics has become extremely difficult. Even just to get into a beauty salon with samples and prospectuses, a traveling salesman has to make great efforts, exhibitions are becoming more expensive, and the return on them has noticeably decreased, reaching beauty salon owners and cosmetologists through trade magazines is also becoming more expensive, and the return not great.

Have new, modern ways of stimulating sales of professional cosmetics been born? Have new technologies emerged that make it easier to connect the manager of a professional cosmetics company with potential consumers? Have new advertising channels for professional cosmetics emerged? Yes, the beauty industry market is constantly evolving, and some professional cosmetics suppliers are coming up with new methods to achieve results. No one seeks to reveal professional secrets, so I will not name all the new "tricks", but I will reveal some of them.

Indirect sales of professional cosmetics

This method of increasing sales of professional cosmetics and equipment for beauty salons cannot be called too new - five years ago, SPORTMEDIMPORT, VIP CLINIC, ALFA SPA, several other major players in the beauty industry market formed consulting divisions within themselves, the task of which was to help beginners create beauty salons. Now, at least a dozen companies have such departments - after all, even for a pittance, providing services for the design of a salon business, you can, as a matter of course, complete a new beauty salon with your equipment and your salon cosmetics. Of course, you can’t hide the sewing in a bag - thinking newcomers to the salon business understand that when ordering the creation of a turnkey salon from suppliers, they will receive a frankly biased choice of equipment and cosmetics. But not everyone has figured it out and orientated yet, while the “indirect sales” method is still working, bringing a sales increase to companies of 10% or more.

Those suppliers who have not yet established their own consulting department have begun to approach independent consulting groups involved in the creation of turnkey beauty salons and spas in the hope that they will recommend their equipment and cosmetic lines when completing new beauty salons. By my own example, I can say that there are several such appeals to us every month. I don’t think it’s shameful to listen to such proposals - after all, the head is not the House of Soviets, you don’t always have time to get acquainted with new products. So you can miss something really worthwhile, and cosmetic exhibitions are not the best place to delve into: too noisy, troublesome and chaotic. After that, we really start working with some of the suppliers - but on one condition that their line of salon equipment or professional cosmetics is not only good-looking, but also adequately presented not only in booklets, but also on the Internet. Otherwise, we get into a stupid situation - our consulting group recommends something, and our clients - future owners of beauty salons who have chosen us as consultants, cannot clearly get acquainted with the merits of their future purchase, and believe that we recommend something counterfeit, made in Odessa on Malaya Arnautskaya. But remember Kisa Vorobyaninov from 12 chairs, who dyed his hair with TITANIC paint! So here - there is nothing intelligible about professional cosmetics on the Internet, which means that you immediately get the impression that you should not take it seriously.

How to set up networks on the web

"Catch a fish - big and small!" - the wolf said, lowering his tail into the hole. His fate was unenviable. Fished in the wrong place. Of course, consumers cannot be caught in this way. Surprisingly, very few suppliers of professional cosmetics post information about their products on the Internet. Most often you see beautiful sites, the creation of which has spent a lot of money. And for the sake of which, in fact, potential consumers come to the site - there is no clear, intelligible information. The second option is to provide necessary but insufficient information. That is too short. The third option - on the contrary, strikes a flurry of texts and pictures, and alas - the texts are rewritten from annotations to cosmetics or equipment, apparently in a bad translation from a foreign language, from which little is clear. It is easy to get lost in such wilds, and a potential consumer ... is lost. There is a simple human desire to close the site, and then, as in an Odessa joke, to tell the authors “go to the market, buy a rooster there and ... brains for it.” Forgive me for the quote, you can’t throw words out of it.

Chip and Dale Rescue Rangers

We help some of the suppliers to consolidate their positions on the Internet if we see that they do not have employees with extensive experience in Internet promotion - preparing information, search engine optimization, identifying sites with a target audience where it would make sense to look for owners of beauty salons ( present in the future) and cosmetologists. Do you know how many of these are on the Internet? At least 250,000 people a month visit our salon-themed websites alone. And five years ago there were only 75,000. That's how the Internet is growing for finding professional cosmetics and salon equipment. In fact, there are even more Internet users among beauty industry specialists. More than 35 thousand (five years ago there were 10 thousand!) subscribers of the Cosmo Expo electronic magazine - every week they receive the next issue of this magazine to their email address (subscription is free). Another five thousand subscribers of the free electronic magazine "Cosmetologist's Bulletin". A few years ago, an Internet exhibition of cosmetics and equipment for beauty salons appeared, where 24 hours a day and 365 days a year you can find the contacts of all suppliers, and dozens of them have built their pavilions. All these are modern methods of contact with consumers. The main value is the availability of sales managers even outside of business hours (and who among them will refuse a business call to the consumer even after hours, if they are all on interest). So, using modern methods, some suppliers beat others.

In support of my words, I give data on the attendance of several sites with information for salon market specialists:

Salon sites:

№	the address	title	Attendance (per month)
1	www.fabrikabiz.ru	Business Factory	65 000
2		cosmetic exhibition	50 000
3	www.newsalon.ru	Salon turnkey	42 500
4	www.salon-expert.ru	Salon Expert	13 000
5	www.cosmonews.ru	Cosmetics news	8 000
6	www.spa-expert.ru	SPA Expert	7 000
7	www.startbiz.ru	How to start your business	6 000
8	www.pro-parikmahera.ru	Hair Salon Online	5 000
9	www.pro-cosmetology.ru	About the beautician	5 000
10	www.studybiz.ru	Learn Business!	5 000
11	www.beauty-face.ru	Facial rejuvenation	4 000
12	www.prettyface.ru	Facial care	4 000
13	www.salonnews.ru	salon news	4 000
14	www.gotospa.ru	Let's go to the spa!	3 000
15	www.body-shape.ru	Body shaping	3 000
16	www.pretty-body.ru	Body care	3 000
17	www.beauty-town.ru	City of Beauty	3 000
18	www.massage-news.ru	All about massage	2 500
19	www.podarok-sertifikat.ru	Gift certificates	2 000
20	www.nensi.ru	Beauty Salons	1 500
21	www.spaprogram.ru	SPA programs	1 500
22	www.best-manicure.ru	All about manicure	1 000
23	www.pro-solarium.ru	About solariums	1 000
24	www.spa-certificat.ru	SPA certificates	1 000
25	www.best-pedicure.ru	All about pedicure	1 000
26	Newsletter magazine for executives	Salon business news from Cosmo Expo	35 000
27	Newsletter of the magazine for cosmetologists	News of the Beautician	5 000
		Total audience	over 250,000

All site statistics are open for viewing, see for yourself by clicking on the counters.

Internet promotion is actively used by the giants of the cosmetic market - Hitek, Martineks, Trium Trade, VIP CLINICS, WellnessProf, Syneron and some other notable players. But they are few. The rest prefer to spend money on training their sales managers, on exhibition stands, on glossy advertising in trade magazines, and on other increasingly less effective activities. Well, everyone chooses the path. And everyone deserves where he ended up as a result. Forgetting or not knowing the famous phrase of the Chinese sages - “if you don’t know where you want to go, why would you go there?”

Two sides of the barricade

Relations between suppliers of professional cosmetics and consumers of their products - beauty salons are increasingly reminiscent of war. Managers of suppliers are greeted with hostility in the salons. Yes, and they are becoming more obsessive in their proposals. “Sometimes five calls a day,” the director of one of the salons complained bitterly to me, “but how offended they are when you refuse to meet! And a week later they call again ... "Meanwhile, folk wisdom says:" a bad peace is better than a good war. Why not try to understand what beauty salons need, to help them with something. Make friends, join an alliance - some suppliers adhere to such a strategy.

The situation on the part of professional cosmetics suppliers

“We give samples, participate in presentations of our professional cosmetics in the beauty salons themselves, hand out posters – what else do they need?” And as soon as you ask the heads of beauty salons - what do you want to get from suppliers besides high-quality cosmetics, two or three points are called like this:

1. Human attitude - that is, not “call tomorrow”, but a quick response to questions asked.
2. Continuity of supply - not the phrase "the car is at customs, be patient a little more"
3. Real advertising support - coffee cups with a logo, posters and samplers will not replace serious promotions in conjunction with beauty salons.

One of the old finds of some professional cosmetics suppliers is advertising support for those beauty salons that have agreed to switch to their cosmetic line. There are several options here:

1. Advertising articles with a story about their professional cosmetics for end users, where are the coordinates of beauty salons, where this most professional cosmetics is present. At the same time, two thirds of each advertising article can be devoted to the advantages of the advertised professional cosmetics, and the remaining third to the coordinates of those beauty salons where it is used. Moreover, it is important not to push competing salons head-on, but to indicate the contacts of beauty salons in different parts of the city. This method continues to work, only the advertising medium will have to be changed - if earlier the supplier advertised in glossy magazines, now - on mass women's Internet sites: fashion, beauty, health - those three pillars that are in demand by the female audience. Why female? Yes, simply because women are still the main client for beauty salons. A phenomenon has long been noticed - you attract a woman to the salon, and she will bring her man there herself.
2. A simple solution is to promote not so much the cosmetic line itself as salon services using this cosmetic line, indicating the places where these services can be obtained. This approach has been used more than once in magazines, but for some reason no one has yet guessed to do it on the Internet. Among Moscow's more than 5,000 beauty salons, there will certainly be a certain percentage of those who will agree to this, especially if the advertising pressure on the Internet is very dense. Back in 2007, we did the first experiments with "advertising in a pot" - when a dozen beauty salons were "dumped" for a small amount, which was enough to place an advertising article on two dozen sites. A hundred clients obtained in this way were distributed among the members of the alliance, each receiving a dozen. With the ability to post to 150+ sites in bulk, at low rates, you can double your results. And we, the Salon Business Department, have such an opportunity, we have at our disposal one and a half hundred sites with a total traffic of more than 100 million per month. These are women's sites about beauty and health, and men's news and business. And the blogosphere and social networks. And press sites and so on. What is not the target audience of consumers?
3. The most amazing find shareware seminars. And Martinex, Christina Cosmetics and many other professional cosmetics suppliers have long understood and practiced sales through training. It is clear that a cosmetologist who has learned new techniques and technologies, and even received a coupon for the purchase of a trial batch of professional cosmetics, will become an adherent of this cosmetic line with a probability of up to 80%. And the latest feature is management seminars for the heads of beauty salons, where the compensation for the costs of the seminar itself is not only and not so much a set of cosmetics (the managers do not need it), but, for example, a coupon for a certain amount that the head of a beauty salon can spend on advertising. For example, we, the department of the salon business, issue such coupons, and the owners of beauty salons willingly go to such seminars, and then redeem their coupons for advertising on the Internet with us, realizing that this gives customers.

Salon business situation

Beauty salons and SPA centers need customers like air. Without advertising, they cannot be obtained, and it is becoming more and more difficult to find funds for advertising, and the return on advertising in the salon business is also deteriorating - the client at beauty salons has become “deaf-blind concrete”, and strives to skip advertising past ears and eyes. This means that there should be more of it, it should be diverse, and it should be waiting for a potential consumer of beauty salon services where he would still like to accept it. For example, when a woman comes to the conclusion that it is time for her to change her hairstyle, or smooth out the wrinkles on her face, or correct her figure, then most traditional advertising channels require a random coincidence - from the series “walked by, saw the sign of a beauty salon, went in.” Or - "I opened a glossy magazine, and there is exactly the right article, and even with an advertisement for a beauty salon." Another thing is the Internet: “I typed a search phrase, saw the title of the article, and in it the coordinates of the salon.” If a client of a beauty salon is looking for a solution to his problem on the Internet, then once on the salon’s website, it is likely that he will immediately call or make an appointment. Many beauty salons BEFORE the suppliers discovered this feature of the Internet, and are much better represented on the Internet - their sites are informative, visual, easy to use. But it's not enough to have your own website - salons today want to place their ads on mass "women's" sites, where their potential clients are concentrated. And there are not enough funds for this.

golden deal rule

It was in Chicago in the 20s that they lived according to the principle - "sold and run away." And modern management apologists argue that any deal should be mutually beneficial. Both the one who sells and the one who buys. A textbook example of the "gold deal" is when an unknown journalist bought an Underwood typewriter for $100, and printed a book on it, selling which he earned $100,000. And Underwood is well (his goods are bought), and the journalist is well. Why is it good for a typewriter manufacturer? Because as soon as he got rich, he bought himself a new, more expensive typewriter of the same Underwood brand (brought good luck!), And besides, he glorified the brand in his next book.

The mechanism of the proposed action described above for issuing coupons for advertising on the Internet to beauty salons, if after the seminar (or on their own) they switched to a new cosmetic line is simple and transparent. With our help, you can find beauty salons that want to switch to other salon cosmetics and receive advertising support in return. We can offer this on the Internet, since there are sites where many heads of beauty salons visit. We can organize seminars for leaders, bring them together.

Retail sale of cosmetics in a beauty salon is a fairly common phenomenon. However, you should not think that to start trading it is enough just to buy cosmetics and then put them on the window. There are legal subtleties here, which Vasily Sosnovsky, a partner at Genesis Law Company (Yekaterinburg), told us about.

Who, where and how regulates the sale of cosmetics in the salon

Can beauty salons sell cosmetics? When retailing cosmetics in the territory of the Russian Federation in a salon, the seller must take into account the requirements of the Consumer Rights Protection Law and the Rules for the sale of certain types of goods, approved by Decree of the Government of the Russian Federation of 19.01.1998 N 55.

In addition, cosmetic products sold on the territory of the Russian Federation must be safe for consumers. The Technical Regulations of the Customs Union TR TS 009/2011 "On the safety of perfumes and cosmetics", approved by the Decision of the Commission of the Customs Union of September 23, 2011 No. 799, establishes requirements for perfumes and cosmetics, as well as related production processes in order to protect life and human health, property, environmental protection, and the prevention of practices that mislead consumers as to its purpose and safety.

BY THE WAY!
Convenient beauties allow you to track the receipt of cosmetic products at the warehouse, as well as the sold items of cosmetics.

Perfumery and cosmetic products that meet the requirements of the TR CU are subject to labeling with a single mark of product circulation on the market of the Customs Union member states.

Perfume and cosmetic products must be declared for compliance with the requirements of the TR CU with the participation of a testing laboratory (center) duly accredited in the member states of the Customs Union, or a certificate of state registration must be obtained for it.

At the same time, in order to sell cosmetics in a beauty salon on the territory of the Russian Federation, the requirements of GOST 32117-2013 “Perfume and cosmetic products. Information for the consumer”, approved by the Order of the Federal Agency for Technical Regulation and Metrology dated 05.06.2013 No. 146-st, which is the national standard of the Russian Federation. This standard applies to perfumery and cosmetic products in consumer packaging sold in retail, in a remote sales system or distributed free of charge, as well as supplied to hairdressers, beauty salons and other organizations directly related to consumer service, and establishes general requirements for information about it for the consumer.

How to sell cosmetics in a beauty salon: documentation

Licensing of activities for the sale of cosmetics by the current legislation is not provided. The seller only needs to sell through a legal entity or be registered as an individual entrepreneur.

In the case of the provision of cosmetic services, such activities are subject to licensing.

What taxes do you have to pay on the sale of cosmetics?

According to Article 346.26 of the Tax Code of the Russian Federation, the taxation system in the form of a single tax on imputed income for certain types of activities (UTII) can be applied to types of business activities, including retail trade carried out through shops and pavilions with a trading floor area of ​​​​not more than 150 sq. .m for each object of the organization of trade, and retail trade carried out through the objects of a stationary trading network that does not have trading floors, as well as objects of a non-stationary trading network.

Along with UTII, you can switch to a simplified taxation system or stay on a common taxation system.

How to legally sell cosmetics in a beauty salon: the possibility of a trade ban

When deciding how to properly sell cosmetics in a beauty salon, remember: in case of non-compliance of cosmetics with safety requirements (declaration of conformity, certificate of state registration), the circulation of such cosmetics is prohibited. In this case, if the cosmetics being sold are properly certified (there is a declaration of conformity, a state certificate), we can only talk about identifying non-compliance with the quality and safety requirements of not all perfumery and cosmetic products, but a certain batch.

In order to sell cosmetics in a beauty salon to customers, you also need to remember that in order to identify quality flaws in perfumery and cosmetic products, it is necessary to conduct toxicological, microbiological and other similar examinations. Such an examination is usually carried out in SES laboratories at the initiative of Rospotrebnadzor. Accordingly, in order to initiate an examination of cosmetics, one should apply with an appropriate application to the Rospotrebnadzor authorities.

What information about a cosmetic product must a seller provide?

In order to sell cosmetics in a beauty salon to customers, the seller must promptly, in a clear and accessible form, bring to the attention of the buyer the necessary and reliable information about the goods and their manufacturers, which ensures the right choice of goods.

The information must contain:

• Name of product
• location (address), company name (name) of the manufacturer (seller), location (address) of the organization (organizations) authorized by the manufacturer (seller) to accept claims from buyers and perform repairs and maintenance of goods, for imported goods - the name of the country origin of goods
• information on mandatory confirmation of the conformity of goods in the manner prescribed by the legislation of the Russian Federation on technical regulation
• information about the main consumer properties of the goods
• information on the energy efficiency of goods in respect of which the requirement for the availability of such information is determined in accordance with the legislation of the Russian Federation on energy saving and on improving energy efficiency
• rules and conditions for the effective and safe use of the product
• warranty period, if it is established for a specific product
• service life (shelf life), if it is set for a particular product, as well as information about the necessary actions of the buyer after the specified period and possible consequences if such actions are not taken, if the goods after the specified period pose a danger to the life, health and property of the buyer or become unsuitable for intended use
• the price in rubles and the conditions for the purchase of goods, including when granting a loan - the amount of the loan, the full amount payable by the consumer, and the repayment schedule for this amount.

If the goods purchased by the buyer were in use or a defect (shortcomings) was eliminated in it, the buyer must be provided with information about this.

The seller must warn the buyer about the shortcomings in the product not only orally, but also in writing (on the product label, sales receipt or otherwise).

In addition to the above information, data on perfumery and cosmetic products should contain, taking into account the characteristics of a particular product, information about its purpose, ingredients included in the product, action and effect, restrictions (contraindications) for use, methods and conditions of use, net weight or volume and (or) the number of units of the product in consumer packaging, storage conditions (for goods for which mandatory requirements for storage conditions are established), as well as information on state registration (for goods subject to state registration).

Does the client who bought cosmetics have the right to return it back (unopened)

No. Perfumery and cosmetic products are included in the list of non-food products of good quality that cannot be returned or exchanged for a similar product of a different size, shape, size, style, color or configuration, approved. Decree of the Government of the Russian Federation of 19.01.1998 N 55. Therefore, if after buying in the salon the consumer wants to exchange or return the product even in unopened form, the seller has the right to refuse to return or exchange the goods.

What documents for cosmetics is the seller obliged to present to the client at his request?

In order to legally sell cosmetics in a beauty salon, the seller is obliged, at the request of the consumer, to acquaint him with the shipping documentation for the product, which contains, for each product name, information about the mandatory confirmation of conformity in accordance with the legislation of the Russian Federation on technical regulation. In particular, these are documents such as a certificate of conformity, its number, its validity period, the authority that issued the certificate, or information about the declaration of conformity, including its registration number, its validity period, the name of the person who accepted the declaration, and the authority registering her. These documents must be certified by the signature and seal of the supplier or seller, indicating his location (address) and telephone number.

Rights of the client in case of defects

What rights does the customer retain in case of product defects? Let's consider three situations.

a.) The item has not yet been purchased or opened. The client has the right to demand to provide goods of appropriate quality for subsequent purchase.

b.) The item was purchased, not opened. If the product does not meet any parameters (no labeling, no single sign of circulation, no mandatory information about the product), the client can agree with the seller on a replacement. If this fails, apply to the Rospotrebnadzor body, to the court.

c.) The item was bought and opened. If, when using cosmetic products, it turned out that they do not meet the quality, then the client has the right to apply to the Rospotrebnadzor body, which must conduct an unscheduled inspection and examination of products for quality compliance. If, as a result of the examination, it turns out that the products do not meet the quality, then agree with the seller on the return of the products or go to court. In this case, through the court, the consumer has the right to demand compensation for the moral damage caused.

If it turned out that cosmetics cause an allergic reaction, then it should be considered whether the allergic reaction was caused by the seller's failure to provide all the necessary information about the product, including ingredients. If the appearance of an allergic reaction was preceded by a failure to provide information, then the client can try to negotiate with the seller or go to court.

IMPORTANT!
Registration of showcases for retail sale is not provided for by the legislation of the Russian Federation.

Is it legal to sell makeup samples?

According to paragraph 55 of the "Rules for the sale of certain types of goods", the buyer should be given the opportunity to get acquainted with the smell of perfumes, colognes, toilet water using litmus papers soaked in fragrant liquid, snuff samples provided by manufacturers of goods, as well as other properties and characteristics of the goods offered for sale.

The current legislation does not prohibit the sale of samples of cosmetics to the consumer.

In this article, I will describe in detail and give you an example of a presentation that helped me out many times when selling cosmetics, even in the most unpredictable situations, and the scheme by which I present my product is the simplest:

Selling cosmetics, I noticed a long time ago that it is very difficult for women to choose blush, they are either not noticeable, or too bright or poorly emphasize cheekbones. I suffered for a long time until I found Faberlic velvet blush.

Firstly, they are delicate, applying them layer by layer, you adjust the intensity of the color yourself, in any case, they are more likely to accentuate the beauty of your cheeks than make them red. They are easily applied with both fingers (in road conditions) or with a brush.

After this discovery, people around me began to notice that I have cheekbones. And especially men, strangers began to compliment me.

Most importantly, they will be a nice bonus for those who have close blood vessels, red stars on their face, or their own too bright blush.

For such women, this blush will be a real discovery, because properly toned facial features, combined with this blush, will hide your flaws, and at the same time your cheeks will NOT look red. ”

Let's take a look at my presentation, and consider the scheme by which it works.

one . “Usually so…”

I join this phrase to the problem of women, to the problem of my client, and this is how I show that I understand her very much.

options:

- Have you noticed...

- It's often like that...

- I know that …

These phrases connect you to the client, which makes her listen to you.

2. The product itself

The product is like an incredible invention, the product is like a solution to a problem, the product is like a way out of a situation. Here it is already very important to touch more feelings: show the product, put it on your hand, give it a try. The more senses are involved, the more likely the client will understand you correctly.

3 . Use certain words

These include: unsurpassed, chic, velvet, which help to consider in more detail the image in which a woman wants to see herself. You are not selling a product, you are selling an image, an image of a woman in this product, an image of a woman with this product.

4 . nice bonus

This is exactly the bonus that will help your customers bring more customers to you. Why did I give an example of women who find it difficult to find blush? Because they have a vascular network? Yes, this is indeed a problem for many, and it’s a sin not to voice it, even if the client does not have such a problem, but her mother or friend does. She will certainly remember this and order such a product as a gift.

Practice in front of a mirror, and then the number of your potential customers will increase!

Do you want to start your own business? Then explore the market, find the area in which you can get real income.

For example, you can learn how to sell cosmetics and make good money on it. At first glance, this area is fully mastered, there are a lot of proposals, but at the same time there are some nuances.

Often consumers are not eager to buy what is on the counter and cannot find the product they need. What is the reason? Consider a detailed business plan for organizing trade.

Financial expenses

To accommodate a store, you will need to purchase or rent a room. The most successful choice is a shopping center. It is more likely to profitably sell the goods. But at the same time, renting the area will be very expensive. The main costs of organizing a business include the purchase of equipment, goods, and the payment of salaries to employees.

Registration of the enterprise

At the beginning of the activity, it is necessary to pass the state registration of the company, since the sale of cosmetics must be carried out from a legal entity. You can choose the form yourself. However, individual entrepreneurship is also suitable. Then you need to register with the tax authorities and state non-budgetary funds.

After that, the enterprise must receive OKVED statistics codes. They will reflect the type of activity. For example, retail trade in cosmetics. When purchasing products, it is necessary to obtain a register for a cosmetic product from the supplier. The document must contain information about its certification.

Product types

Before you sell cosmetics, you need to decide what kind of product you will sell. After all, it is divided into several main groups according to the quality of the impact and the components it contains. For example, pharmacy products are usually distributed through specialized points. Professional - more expensive and aimed at specialists in cabinets, beauty salons and hairdressers. They are of high quality, available in large volume tubes.

Selective cosmetics, which are designed to deal with skin problems, also belong to expensive products. Such products effectively affect cellulite, smooth wrinkles, and remove acne. Expensive brands can be sold both in boutiques and in stores with affordable prices. Thus, hair cosmetics, elite products are sold. For a wide range of consumers, there are mass-market products. It is suitable for everyday use and is affordable for middle-income buyers.

Brand selection

When starting a business, the best answer to the question of how to sell cosmetics is to acquire the rights to an already established brand. Then you can act as an intermediary (distributor, dealer). You do not need to do additional advertising of the product. The popular brand of the product manufacturer is responsible for everything. But if you are not afraid to take risks, you can try your hand at selling cosmetics that are more effective, but not well known.

Product range

Cosmetic products are distributed by private agents Avon, Oriflame and other popular brands. Network marketing is, as a rule, direct sales of cosmetics to individual customers. Much depends on the seller himself: how much he is aware of the product, believes in its quality and can convince the buyer of the need to purchase this or that product. These skills will come in handy when opening your own shop.

The range should be wide enough. For example, you can offer your visitors decorative cosmetics from popular brands, skin, hair, and nail care products.

Profits will also be brought by the means accompanying the product. Such as, for example, manicure sets, cosmetic wipes and other useful things. Products can be purchased from the supplier in bulk.

Sometimes another form of cooperation is used. The goods arrive on consignment terms. The retail trade in cosmetics is organized in a similar way.

Wholesale

To sell goods, it is not necessary to open a retail outlet, pay rent for space in a large shopping center. There is another option for business development. This is the wholesale of cosmetics via the Internet or direct delivery from the warehouse. This type of activity involves the sale of large or small batches of products that are intended for use in entrepreneurial activities. Mainly for resale.

To get started, you should create your own website, place a product catalog, and provide contact information. You will need to rent a room for storing cosmetics. Visitors will leave applications on the site or send them to the company's e-mail.

The company, in turn, processes the received orders and ensures the delivery of the wholesale batch to the client. The site will require large investments, payment for storage facilities, as well as fuel and lubricants and repair of the car on which the goods will be delivered. Do not forget about the staff of the company.

Cosmetics sales staff

The retail store at first will require you to hire two salespeople who will work in shifts. Also need an accountant, administrator. The duties of the latter can be assumed by the owner of the enterprise. If you are considering the second option of how to sell cosmetics, then other employees will be needed. This is the project manager, customer service manager who monitors applications on the site and contacts them, the driver.

Pricing and equipment

Since the competition in the field of cosmetics sales is great, buyers can be attracted by favorable prices. They are initially dictated by the manufacturer. It sets the recommended cost of the item. In order to make a profit from a business, it is necessary to increase the turnover of products. The store must be equipped with showcases, a counter, cash registers.