21 September 2018

Beauty Shoppers Spend Most of Their Journey 'Pre-Searching'


As an example, to buy beauty products in the past, a consumer had to visit a brick-and-mortar store. Now, every kind of cosmetic you can imagine is only a few clicks away.

Within that, a recent Condé Nast study found “consumers spend 80 percent of their time in the pre-search, or influence, phase of their purchase journey.” If beauty shoppers spend most of their journey “pre-searching,” how can retailers engage them in a meaningful way early on in the purchasing journey?

Social Media in Beauty Ecommerce

As NBC News writes, one of the greatest advantages for beauty brands selling online is “the ability to educate consumers on how products work.” How-to videos, also known as beauty tutorials, are an especially efficient way to demonstrate cosmetics in action. Since online consumers can’t personally test products before they purchase them for the first time, posting high-quality content across social media platforms is a great way to boost consumer confidence and generate interest around your product lineup.

Selling beauty products from home requires a responsive, branded ecommerce website to facilitate browsing and buying. But customers’ decision-making process begins long before they start adding items to their shopping carts. For this reason, it’s important to build a solid social media presence across the popular platforms to showcase your cosmetics and drive traffic to your actual store.

A comprehensive social media strategy for beauty merchants breaks down into two broad components: content marketing and paid advertising. The content you produce—static and video alike—should be interesting and informative above all else. Creating genuinely engaging content is a great way to establish authority in the eyes of your customer base. For maximum impact, use it to provide genuine value to your customers rather than trying to promote your brand.

As for paid advertising on social media, beauty brands are having great luck with sponsored posts on visually focused platforms like Instagram and Pinterest.

Harnessing the Power of Beauty Influencers

The beauty industry is a veritable “who’s who” of influence. When shoppers are conducting pre-search, they’re investigating more than just products and brands themselves—they’re looking to see who’s wearing and modeling them.

Microinfluencers, or industry tastemakers with a few thousand followers, in particular have been able to connect with target audiences during the pivotal early stages of the purchasing funnel.

Tutorials, blog posts, testimonial videos or social media posts from beauty micro influencers generate brand awareness. Put it this way: Would you rather buy a product suggested to you by a random marketer, or by a social media influencer you’ve been following for months because you enjoy their content?

Beauty shoppers spend a large majority of their purchasing journey “pre-searching.” If retailers want to drive traffic to their websites, it’s essential for retailers to connect with these potential customers early. The best tool for influencing shoppers in the early stages of making a purchasing decision is social media.

Again, with so much information at their fingertips—not to mention constant exposure to ads across platforms—consumers are forming ideas before they even set “foot” into your online store. In other words, consumers seeking beauty products typically make their decisions before they begin searching for products. They usually have the brands they’re seeking already in mind and they tend to trust content from known sources more highly. Keeping this in mind, and positioning yourself accordingly, will help you get ahead of that curve.

18 September 2018

Finding Organic Alternatives for the Home

Finding Organic Alternatives for the Home

Many health-conscious individuals have opted to incorporate organic foods into their diet in a time where ingredients and transparency are becoming more in demand. What some may not realize is that there are also plenty of options out there when it comes to organic items for the home. The following are 3 areas you may have never considered to buy organic.

Household Cleaners


Not only do many of the name brand household cleaners out there cause sensitivity for many people, they also usually contain hazardous chemicals that have been questioned for their long term effects on us.  While some may feel that organic cleaners just don’t get the job done, this simply isn’t true! Using organic household cleaners are just as effective at fighting grime as many mainstream products. Consider switching to organic household cleaners or find some mixture recipes online to make your own at a fraction of the cost!

Feminine Products


With the amount of waste and concerns for health associated with feminine products, many are turning to alternatives. Some alternatives to consider would be reusable pads, menstrual cups, or organic tampons. Using feminine product alternatives help to minimize waste and they are usually going to save you a pretty penny in the long run.

Pet Food


As our own diets move towards organics, let’s not forget about our furry companions! Organic pet food sales are on the rise as more people are becoming aware of the importance of quality ingredients in their pet’s food. Remember to introduce new foods slowly to help your pet get used to it. Your veterinarian is also a good resource for knowledge on organic pet foods they may recommend.

5 Ways to Help a New Hire Get Comfortable with Your Culture

5 Ways to Help a New Hire Get Comfortable with Your Culture

With the prevalence of Glassdoor and other websites that allow past and current employees to provide feedback on workplace culture, it is not surprising that many companies have increased focus on employee wellness. After all, a healthy, happy employee is a productive employee. Healthy, happy employees will enjoy their jobs. A healthy, happy employee will encourage others with a similar mindset to apply for jobs at your company.

How do you create this positive environment for your employees? Perhaps your company cannot afford to hire a wellness expert. What can your managers do to create a great place to work?

Talk about your work environment during the interview.

Ask those you interview about previous workplaces. If during your conversation, you discover the applicant has negativity oozing from his or her pores, consider offering the job to someone else. Talk about the positive workplace initiatives you have enacted at your office. See how they respond to this discussion. If he or she seems excited, the candidate may be a great addition to your staff.

What about those employees you did not hire? How do you encourage positivity from them, especially if the previous management did not pay attention to workplace wellness?

Offer healthy food options for your employees.

Instead of throwing a box of donuts in the break room every Friday and ordering pizzas for work nights, stock your workplace refrigerator with Greek yogurt and string cheese. Purchase fruit and keep it in an area convenient for all. This may seem like an expense that may deplete your petty cash account, but in the long run, you may reap the rewards of having more productive employees who are out sick less than before.

Who doesn’t like a little competition between departments?

Offer weight-loss challenges between staffs. Worried you will offend some of the heavier employees? How about purchasing inexpensive step counters and giving prizes to the department who can record the most steps within a week. The more managers participate and promote these challenges within their departments, the more buy-in the employees will feel.

Offer a free gym membership to your employees.

One of my friends works for an area orthodontist. When the doctor heard about how some of his employees were starting a weight-loss challenge, he went to Planet Fitness and purchased a basic membership for all of his employees. My friend and her co-workers were over-the-roof impressed with this gesture. In fact, my friend shared her experience on Facebook. A basic gym membership can be purchased relatively inexpensively.

Give your employees an outlet to share their gratitude for each other.

Create forms that allow an employee to compliment a co-worker. Cleverly display the forms. Purchase a copy of How Full is Your Bucket for each of your employees. The premise of this book is that we either fill each other’s buckets by being positive with each other or we deplete other’s buckets with negative comments. Use that terminology when dealing with conflict.

Remember positive energy is catching! Bring a little sunshine to your office every day.