The beauty industry is undergoing a shift where brands are benefiting from an exciting period of growth as new categories emerge and younger consumers understand the benefits of starting early. But as more brands enter this space, competition remains fierce, and only those that connect with consumers on a deeper level will thrive.
There is no better company than Sonia Summers, founder and CEO of Beauty Barrage, and her team of beauty retail experts who have helped many of today’s leading beauty brands from launch to lasting retail success. No one knows that well. In fact, many of the beauty industry’s top retailers, such as Sephora and Ulta, often introduce Beauty Barrage to their brands to overcome retail challenges or take them to the next level.
Summers, who is known for creating bespoke retail strategies for brands, points to Beauty Barrage events as a key element. Retail events “allow brands and retailers to connect with customers, increase brand exposure and increase sales,” she said. When executed effectively, these experiences can yield significant benefits, including increased customer loyalty, market insight, and increased revenue. ”
These events can range in size from store-sponsored events, masterclasses, corporate events, blitzes, etc. depending on your set goals and budget. Summers said that for new brands, events are “ideal to increase brand awareness and introduce the brand to customers,” while for traditional brands “they are developing innovative new products. “This is a reminder to customers.”
For any event, Beauty Barrage’s team of ambassadors will be on-site to educate consumers about the brand. Importantly, Beauty Barrage Ambassadors are full-time employees who attend regular training and classes to stay up-to-date on the brands they represent. In addition to sharing the latest information on new products and tips on how to use them, we also work with consumers to understand brands on a deeper level, often making recommendations based on their personal needs. and share insights about your brand.
“People want to feel like they know and understand the brands they buy, and especially that the brand’s values align with their own.” says Summers.
A recent example of the power of in-person brand education is Beauty Barrage’s partnership with Bella Hadid’s skincare-based fragrance brand, Overella, which offers an innovative alternative to traditional alcohol-based fragrances. Summers told Fairchild Studio that the Beauty Barrage team has developed a strategy that includes education, trials and brand awareness for the exclusive launch of Ôrəbella at Ulta in May 2024.
Bella Hadid’s fragrance brand Ôrəbella is an alternative to traditional alcohol-based fragrances.
As the brand is the first of its kind, it was important for consumers to understand the nuances of Ôrəbella products, including the benefits of non-irritating ingredients. Summers said the Beauty Barrage team recognized the critical role education plays in brand and sales success, and focused its strategy on education above all else.
Alison Romash, global head of marketing and sales at Ôrəbella, agreed, telling Fairchild Studio that the educational component of the launch strategy was paramount.
“Beauty Barrage helped us fine-tune the message to properly convey the new gesture, formula and family of Aurabella fragrances,” says Romash. “Proper brand education contributes significantly to success, so initial foundations and ongoing monthly education are key. We are pioneering a whole new range of fine scent gestures and outcomes. Ôrəbella The first biphasic alcohol-free skin perfume, enriched with essential oils that nourish and hydrate the skin while providing an aura-enhancing fragrant experience, consumers can shake up a bottle and get two doses of our formula. You need to activate the layers and spray directly on your skin for long-lasting skin-friendly results. This is a new way to enjoy fine fragrance.”
Additionally, as a new indie brand with a small team, Romash said they knew they needed a dedicated field team to support and optimize the exclusive Ulta Beauty all-door partnership. . “Our main goal was to strengthen in-store education for both Ulta Beauty staff and guests, given our brand’s innovative and unique proposition. We wanted to secure more touchpoints for listening. “On-site activities” are essential for success in brick-and-mortar stores. ”
She has Beauty Barrage brand ambassadors on-site to optimize in-store presentation and inventory location, especially during major sell-outs during launches, and works directly with Ulta staff and guests to provide real-time said it would be especially valuable to provide feedback. .
After a successful launch, Beauty Barrage continues to host monthly education sessions dedicated to ensuring consistent and ongoing Ulta Beauty Advisor training that improves the customer experience through thoughtful communication. Lomasz said part of Ôrəbella’s educational experience is figuring out how to present the brand, finding relatable scents and stories to captivate the in-store audience. Sales and service techniques that utilize storytelling, conversational writing, and engaging skill practices are all part of the tool kit given to Beauty Barrage brand ambassadors.
Since its launch three months ago, Ôrəbella has seen an average 71 percent increase in sales across the 50 to 100 doors covered by Beauty Barrage.
Virtue Labs’ scientific nature and innovative biotechnology have made education a must in the retail industry.
Beauty Barrage also supports Virtue Labs, a more well-known brand that launched in stores in June 2024 after gaining an online presence. The science-backed hair care line is now available as a premiere in-store launch at Ulta. Understanding this strategy, Beauty Barrage set out to maximize in-store visibility, interaction, and education. The goal was to harness brand enthusiasm and create a lasting impact.
Like Ôrəbella, Virtue Labs’ scientific nature and innovative biotechnology make education paramount to in-store success, making it a key focus of Beauty Barrage’s strategy in launching the brand. I was there. Summers said the first step is to expand the focus on door merchandising and education so Ulta staff “feel confident and passionate about sharing our incredible brand and science with our customers.” said. Beauty Barrage then transitioned to sales-focused store visits and in-store brand animation to increase brand awareness and sales through customer conversations and demos.
“Our main goals were to ensure a smooth in-store launch, provide comprehensive education for Ulta Beauty Advisors, and achieve strong sales performance in the first few months,” said Virtue. said Caroline Chong, global vice president of sales at Labs. “Beauty Barrage was highly recommended by Ulta Beauty and other industry participants. Their model of hiring staff rather than freelancers ensured consistent service with high quality training and execution Management provided honest and transparent advice on store coverage and time allocation, which was especially important given our limited budget. Interest was evident throughout the planning process.”
Ralph Marburger, chief marketing officer at Virtue Labs, said that given the brand’s premium pricing, “it’s imperative that shoppers understand the exceptional performance and transformative impact of our ingredients.” ” he added. This level of education requires thorough education for both in-store beauty advisors and shoppers, as visual merchandising alone can only convey so much. Our results are clinically supported and have multiple patents. ”
Additionally, the brand said it recognizes that this space is “inextricably linked to confidence” and the importance of being accountable for real results and profits. “We need store ambassadors to tell our story.”
Just a few months later, Chong said that Virtue Lab’s relationship with Beauty Barrage is still in its early stages, but is already providing valuable insight into in-store sales through a robust online portal.
As brands evaluate the role of events in their retail strategies, Summers encouraged them to consider the long-term impact. She says the main benefits brands get when partnering with Beauty Barrage for their events are: brand loyalty, customer feedback, competitive differentiation,
Repeat business, build relationships with retailers and store associates, and generate buzz.
