A Beauty Brand’s Checklist for Breaking into Retail.
Distributing your products on the shelves of retail stores can be energy and time-consuming, but many brand owners agree that it is ultimately worth it. Legacy retailers like Sephora and Ulta have been known to boost burgeoning beauty brands. Don’t count out up-and-coming retailers, though! New retailers like AMP Beauty LA can help you get your name out there, too. So, how do you as a brand owner break into retail? Here’s a checklist of what to do to prepare for your brand’s break into retail.
✅Website
Make sure your website is up to date and accurately depicts your brand’s unique story and the benefits of your products. Make sure your website has all your basic information and that it highlights the aspects of your brand that make it a value-add to any retail store.
✅Attend Tradeshows
Attending trade shows in your specific niche can really pay off. Retail buyers often attend trade shows to scout for new product to bring to their stores. Cosmoprof is a large and well-known beauty brand trade show, which makes it a great place to start!
✅Minimum Order for Retail Buyers
Establish a minimum number of units per order or a minimum dollar amount per order if you are selling your product to buyers on a wholesale basis. Having a minimum order protects your bottom line by helping you cover the cost of production!
✅Wholesale Deck
Prepare a killer wholesale slide deck to pitch to interested retail buyers and retail chains! The deck is all-important: it should highlight your products’ key features and benefits, as well as convey your potential B2B and retail sales in a compelling, easy-to-understand format.
✅Digital Strategy
Make sure that your business plan includes an omni-channel strategy: online e-commerce, in person shopping, and other methods are all fair game. Never underestimate Consider using a marketing plan template or business plan template to help you with this step.
✅Marketing Plan
A sound marketing plan is key to getting your brand in stores. Make sure you know who your customer is, what they’re looking for, and how your products fit into their lives. Be ready to pitch that information to retail buyers!
✅Samples Gratis and Testers
Consider sending gratis samples or testers out to online influencers, beauty experts, or bloggers who cater to viewers in your customer niche—they might feature it, which can help increase your brand’s name recognition. You could also consider including a free gift with purchase for customers with a minimum spend or customers who are brand loyal or returning to place more orders.
Getting your brand into the retail space requires time and energy, but it is absolutely possible. Want more tips to help you thrive in your beauty business? Check out the Beauty Boss Club for expert advice and digital templates for your social media calendar, retail pitching decks, and more. Plus, follow us on social media @beautybossclubio for a quick hit of brand owner realness on your feed.