As the age old premium beauty ‘gift with purchase’ dies out, how can the industry innovate a new way to increase loyalty, customer experience and market share?

The beauty hall is changing. Consumers are not only wanting to purchase remedies to beauty concerns or a slice of glamour, they are also demanding more than a bag with samples for their purchase and loyalty. As the industry responds with bigger gifts, and more airbrushed advertising, are they missing a trick? Yes! The service industry incorporated within.

This, largely, untapped weapon is waiting to be unleashed. The age of the, “would you like a quick fix facial with that?” is dawning and the consumer is already on the case.

There have been many casualties recently in this highly competitive industry. Remember Helena Rubeinstein? SK11? Kanebo? They all died out in the UK from failure to adapt and innovate their offerings. Since the credit crunch hit, many more have felt the pressure, but certain companies have bucked the trend. Look at Bobbi Brown, Origins and Liz Earle. These brands aren’t offering a GWP, they are offering a service… the mini facial, the makeup lesson, the hand treatment, in return for a purchase. How many free makeup bags does a girl need? Or random samples that she may never use? A complimentary facial is far more appealing and the brands that offer this will grow at a much greater speed, with an edge that has far more unique customer experience.

There are many beauty brands struggling to adapt and innovate. These giant corporations need to simplify their approach and get back to basics! There is one thing for certain, if they don’t invigorate their approach, they will become another entry on the casualty list.