May 28, 2019
Did you know that one of the most effective ways to pitch your beauty products to a buyer is to formulate your cosmetics' range from the start with your ideal retailer in mind? Understanding what a retailer is looking for in your beauty brand and getting to know their retail space inside out is just some of the groundwork you need to do before approaching a buyer. After all, they get hundreds of email pitches every day and you need to grab their attention.
In this near hour-long episode of Green Beauty Conversations, our guest Gemma Harling of Lumi Consultancy provides a goldmine of information for the beauty entrepreneur serious about getting stocked in top retailers.
As a former senior buyer for one of the UK's largest beauty retailers, Gemma gives us insights into the role of the time-poor beauty buyer. She knows what gets buyers to sit up and take notice of a new beauty brand and has seen also just about every pitfall eager start-up founders make. As Gemma says, she has seen "the good, the bad and the ugly" of brand pitches, and is here to see your brand stands out and gains traction with your target retailers.
Getting a reply to an email, let alone a foot in the door to pitch your beauty products to a buyer in person is tougher than ever in a fast-moving beauty retail world where brands can come and go off shelves in less than six months. Buyers are on the look out for the 'next big thing' and while they don't wish to miss the chance of discovering a truly innovative, exciting indie brand, they also need to keep their large, established cosmetics' brands happy. Your pitch needs to be strategic if you're to get noticed!
Be prepared to take notes as Gemma walks us through her top 5 tips on how to pitch your beauty products effectively, from first email to buyer presentation. Gemma has kindly prepared a workbook to download - 'Race to Retail' - which is a brilliant roadmap to follow in preparing to get retail ready.
If you enjoy this podcast, see also our post 10 Tips to Attract Retail Beauty Buyers to your Skincare Brand.
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