Amid widespread social and personal changes due to the pandemic, beauty customers are now more discerning about the products they choose. There is a greater focus on personal wellness and personal care, as well as a general desire for customization.
At the recent WWD CEO Summit: Beauty Unfiltered, Raji Behal, Head of Partner Success at Klarna, interviewed Tracy Kline, Senior Vice President of Merchandising, Spa and Supply Chain at Bluemercury, who shared insights into these changes and how it has evolved. the brand to meet the needs of the “new beauty customer”.
To set the context for the discussion, Behal noted how the beauty industry has undergone dramatic changes in the last two years “with the new importance of both online and in-store shopping.” He then asked Kline how Bluemercury meets customer demands for an omnichannel shopping experience.
Kline said that during the pandemic, the brand has gone digital and responded to changes in product categories. The company also had to move two of its core attributes, personalization and education, to a virtual platform. This included offering online masterclasses, which continue in this period after the peak of the pandemic. And there were other notable changes, too, he said.
“One of the best things that came out of COVID-19 as a silver lining is the categories that were really founded on personal travel,” Kline said. “We have categories that in recent years revolve around women’s intimate care and hair loss. These conversations were more taboo in the past. Now we’re talking about needs before and after pregnancy, around menopause, around these conversations that everyone was too scared to talk about before.
“And me as a mother, even though my kids are a little older, there are post-pregnancy conversations where you ask, ‘Am I the only one with mastitis?’ You feel that way. These conversations are now coming to the forefront. And I think it’s cool and exciting that we’re talking about things again or things that we’ve never talked about before.”
So as Bluemercury responds to these new customer needs, Kline said its shoppers are also engaging more with the brand. “Our clients are honest,” he said. “They talk to us. They are also super polite. They were educated before COVID-19 and post-COVID-19 even more educated. But now beauty is also fashion. And the customer is not shy about asking questions. And if we don’t arm our teams and our digital platforms with the answers to your questions, then we’re not doing our job.”
Kline said that because customization is central to Bluemercury’s mission, offering virtual masterclasses and beauty hours is essential. “We just have to make sure the customer feels like we’re still accessible to them,” Kline said, adding that beauty has become “more personal and unique.”
That relates directly to the way consumers shop, which is truly omnichannel. Kline said this also means ensuring the shopping experience is seamless and offers flexible options, including Klarna’s buy now and pay later services. “We are not perfect,” he said. “I haven’t seen anyone that’s perfect yet, but we just have to make sure we have consistency. And, of course, it must be anchored in technology. But there is a good balance when using technology. You have to be careful not to lose that personal piece.”
Source: wwd.com