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The makeup market was measured by the study “The Future of Beauty and Skincare Ecommerce: Emerging trends to watch in 2021”.
zara is considered by Brand Finance as one of the leading brands in the market for apparel.
Consumer Market Outlook has estimates of the value of makeup consumption by country.
Zara implemented an interesting sales strategy, where it will make up its customers for free through appointments, only for Mexican consumers there is a small detail to consider and that is that the decision will only be implemented in seven cities in Spain.
The makeup market has expanded both in demand and in the number of registered players, imposing a pattern to be considered in the understanding of the consumer based on creative elements that arise from understanding the market and deducing basic business strategies with it.
Inside of the study “The Future of Beauty and Skincare Ecommerce: Emerging trends to watch in 2021” came up with the reasons why consumers are loyal to a makeup brand, the main ones being that they included customer reviews in online stores (74 percent) and that they received free samples, so they could try the products before the purchase (72 percent).
“Up to 74 percent of those surveyed said they would likely shop at a beauty store or brand that features reviews across its online platform. Another 72 percent said they liked brands better if they sent out free samples so consumers could try products before buying,” concluded Dominique Petruzzi, an analyst at Statista.
The makeup market in Zara
The next December 16, 17, 23, 24, 30 and 31, in addition to January 4 and 5, 2023, Zara Spain will carry out makeup sessions in seven cities in that country for clients who book with professionals hired by the brand, as part of the promotion she is carrying out for her makeup line.
As part of the activation prepared for those days, the brand selected the cities of Madrid, Marbella, A Coruña, San Sebastián, Seville, Granada and Valencia. This strategy has already been consolidated in the retail specialized in the sale of makeup, with stores like Mac that offer makeup sessions by appointment, with a cost that is returned in the product.
The activation reveals the importance of consumption today, based on experiences designed in physical points of sale, where the consumer’s approach to the product is vital to develop interest.
Apart from these cases, zara Y Macwith activations making up their clients, there are facts that we cannot stop reviewing, such as the role of makeup in the consumer’s perception of beauty and the countries with the highest makeup consumption.
“76% of Mexicans would change something about their physical appearance, with young centennials and millennials being the most affected by 29% due to lack of security. Today alternative beauty trends are emerging, some based on digital concepts, which help to increase self-confidence”, concludes a study by Allergan Aestheticswhile studies As the “Consumer Market Outlook – Beauty and Personal Care” place Spain as the fifth country that consumes the most makeup, which makes sense for the activations to take place in Spain.
Today more than ever we have a diverse makeup market, where brands play a strategic role based on the experiences that help bring commercial proposals closer to the consumer.
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