In the brick-and-mortar retail landscape, the beauty category has been resilient and, in many cases, thriving. Tactics working in beauty are inspiring other sectors. Lets’s take a look at some of the milestones and drivers in beauty retail.
- Loyalty Program Makeovers. Many consumers chose where to spend their beauty dollars based on their favorite loyalty program. These customer perks are not limited to retailers; beauty brands are also in the loyalty game. Sephora, Nordstrom, Macy’s, Kohl’s, and Sally Beauty all revamped their loyalty programs in 2018.
- Brick-and-Mortar Renovations. Physical renovations of beauty floors at Saks and Macy’s were unveiled this year, with others testing technology and category expansions.
- Beauty Experiments. The popularity and health of the beauty sector has other categories leaning in to the growth. Drugstores and fashion retailers are making beauty plays.
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