The beauty industry is a lucrative market valued at over £12 billion in the UK. With thousands of new products and brands being launched every year, it’s an extremely competitive sector. Countless brands are constantly trying to capture the attention of retail buyers and asking themselves: “What do I need to do to get my products listed by retailers?”
As the world continues to adjust to a post-pandemic landscape, there are a number of emerging trends in the industry that have skyrocketed in popularity within the past two years. One particular trend that stands out is hybrid events.
What exactly are hybrid events?
Each hybrid event, whether it’s the in-person or virtual experience, is designed to drive action and exploration that is tailored to the participants' needs. Hybrid events are able to re-think the limitations presented by both virtual events and in-person events.
The pandemic continues to make immense changes in the entire retail industry. Everything from how businesses market themselves, to how and where consumers primarily get their products.
Online retail, already rising pre-pandemic, emerged as the biggest powerhouse in the industry and dominates as the main channel to promote, view, and purchase. Traditional retail, such as brick-and-mortar stores, continue to remain an essential part of retail (albeit with a smaller footprint than before) especially as we adjust ourselves to living with the pandemic in a more long-term mindset.
As a business, it’s important to get ahead of these trends not only to remain relevant to your target audience, but to breach new markets to aid in business expansion over time.
Guest post by Richard Horwell is the owner of Brand Relations
Wholesalers and retailers
The main route to market for new brands is through wholesalers; selling direct to stores is almost impossible. But do not rush to contact the most obvious large wholesaler without checking if the wholesaler supplies your target retailers – you would be surprised how frequently this mistake is made.
Once you’ve sourced the wholesalers your targeted retailers buy from, you must now convince the wholesaler to give you a listing and, inevitably, pay their listing / marketing fees. So be very aware that stocking at wholesalers isn’t cheap. You will be asked to spend a minimum £2,000 listing fee per wholesaler, before your product is even advertised in their catalogues and that doesn’t include the additional marketing which involves YOU providing the banners, e-flyers and any other materials for them.
The most dangerous phrase in the English language is “We’ve always done it this way”, renowned computer scientist Grace Hopper famously said. Over the last year as planes were grounded, key retail trade shows cancelled, and face to face meetings replaced by boxes on a screen, these words have proved harshly pertinent to the retail industry, with many FMCG suppliers left scratching their heads as to the best way to get in front of buyers.