How cosmetics Brands can Jenner-ate more income

A Quick Summary for Your Busy Day: (45 second read)

Cosmetics companies who develop and sell their own products have never had more opportunity to bring their products to market.

The past five years have seen a rapid rise in the availability (and affordability) of selling products online through ecommerce platforms such as Big Commerce, Hybris, Shopify, Magento, and WooCommerce, which has made it easier than ever to launch products to a wide audience without having to invest in costly brick and mortar stores.

The challenge remains to make prospective customers aware of new product and brand launches. Cosmetics companies are turning to paid celebrity endorsers - influencers - in the hopes that their social media posts will lead to increased sales. It’s working, but costs are rising. Influencers are demanding higher and higher fees and brands are struggling to justify the cost and track the benefits.

This article shows that influencer marketing can be a powerful force for growth. But perhaps cosmetics brands shouldn’t be making those expensive gambles. Perhaps counterintuitively, going small means going big.

Nano-influencers from within brands’ own customer bases can represent the lowest cost and highest ROI.


BRANDS BIG AND SMALL ARE TURNING


▸ Continue reading

L'Occitane formulate the perfect referral programme

L'Occitane

For over 40 years, the world-famous cosmetics brand L'Occitane has elegantly walked the line between accessibility and luxury, equally at home on the high street as it is at some of the world's most exclusive hotels, such as the Four Seasons chain.

Now, they're injecting that same combination of openness and first-rate quality into their digital offering, by launching a refer-a-friend programme - powered by Buyapowa - which engages and equips their army of loyal fans to share their passion for the brand (and a special introductory offer) with their friends.

By using the world's most advanced referral marketing platform, L'Occitane will have access to a cutting-edge suite of features, including Buyapowa's powerful branding module, an in-depth analytics suite and our unique multiple-referral engine, plus exclusive omnichannel referral tools which enable friends to shop online, on mobile or even in-store without impacting the trackability of their referrals.

Find out what makes our platform so special by taking the tour. Or, if you'd like to know more about L'Occitane's cutting-edge new referral programme, just get in touch.

See Recent Buyapowa Client Activity:


▸ Continue reading

Lyko's beautiful new referral scheme

Buyapowa are the market leaders in powering world-class referral programmes for the beauty sector, so we’re delighted to announce our new partnership with Lyko - the celebrated Scandinavian beauty and haircare retailer.

With over 40 stores across Sweden and Norway, Lyko stock over 35,000 items from 500 brands, and their new referral programme will enable them to equip and incentivise their huge family of happy customers to get their friends shopping, too. From today, each customer who successfully refers a friend will earn 50 SKR against their next purchase of hair or beauty products. And the referred friend will receive 100 SKR credit to spend with the retailer.

Gideon Lask, Founder and CEO of Buyapowa said "Lyko partnered with Buyapowa for their first referral programme because of our extensive experience working with beauty brands and retailers including FeelUnique, Space NK, L'Oréal, Glossybox and Treatwell.

"As well as accessing our state-of-the-art referral marketing technology - which allows customers to refer across email, Facebook Messenger, WhatsApp, SMS or any social network - they wanted to partner with the world’s beauty referral experts. Our client services team will be working closely with everyone at Lyko to ensure that their new


▸ Continue reading

Is this L'Oréal's Uber moment?

It's a big month for us, as L'Oréal - the world's largest cosmetics company - launches a new customer acquisition programme using the Buyapowa platform. We'll be helping some of their best-loved brands to bring peer-to-peer selling - a cosmetics industry tactic ever since Victorian times - beautifully up to date.

It couldn't come at a better time, with the challenge of acquiring new customers growing more and more difficult for the skincare and beauty industry every day. Shoppers are blinded by the flood of pharma-jargon spewing out of billboards and tv adverts ("five times more prettiness particles than other brands!"). Meanwhile, new players and hipster indies come to market every day, creating such an avalanche of choice that it's easier to find a botox needle in a haystack than it is to settle on a new moisturiser.

And the people we used to turn to for help - the celebrities, YouTubers and bloggers collectively known as 'influencers' - are so utterly in the thrall of paid promotions and playing the PR game that, every time you take their advice and purchase today's 'holy grail' product, you can't help but feel that it's your gullability which is paying for the


▸ Continue reading

The GLOSSYBOX Refer-a-Friend programme in 2 minutes

When GLOSSYBOX, the leading beauty subscription service, decides to empower and reward its customers for referring their friends and family, then surely that is worth taking a look? Particularly when the brand is rewarding and incentivising those referrals using its very own GLOSSYdot loyalty points programme.

Enjoy the video!

If you haven't already seen the GLOSSYBOX introduce a friend programme, the short walk-through above will show you how it works.

GLOSSYBOX is just one of many leading brands and retailers that have put their trust in the Buyapowa referral marketing platform. If you'd like to see some case studies, or if you fancy a full demo of our platform, we'd love to hear from you.

Just drop us a line and we can share what we have learned about referral marketing from working with over 100 of the World's leading brands and retailers!

See Recent Buyapowa Client Activity:


▸ Continue reading