2023 Author: Jessica James | [email protected]. Last modified: 2023-05-21 03:31
We have already talked about how Moscow beauty salons are going through a period of isolation and lack of customers (read here), now we talked with the founders of the most successful Russian cosmetic brands. How, under our conditions, they managed to transfer offline sales to online, how they manage to maintain customer interest and release new products.
Spoiler: founders and technologists have several times more work in new conditions!
There is more time to work out the strategy
Katerina Karpova
founder of natural cosmetics brand Pure Love
- Despite the forced measures to limit visits to laboratory staff in the usual way, everyone has much more work. The number of orders in the online store has increased, and we are actively engaged in new developments, which were paused. In production, we now employ only technologists who do not intersect with each other and work in shifts. We temporarily moved the collection of orders to the house, as well as the work of managers. There was more time to work out the company's future strategy and a deeper study of marketing and brand promotion on the network. This time is definitely good for us. Everyone is undergoing a reassessment of values and it is important now to pay attention to changes and make decisions on the situation. Flexibility and the ability to quickly adapt to the situation are now the main necessary qualities for entrepreneurs. We support buyers' interest with promotions and offers. For example, they made a 25% discount on cosmetics, which have become more consumed in a pandemic - cleansing gels, hand and body creams. Also, when ordering from 7 thousand rubles, we give a gift - active serums or full-size cream.
Improved formulas of antiseptics and hand creams
Christina Suderevskaya
founder of the Krasnopolyanskaya cosmetics brand
- Like many others, the first thing we did was to transfer marketing and accounting to remote control; for employees involved in the production and assembly of orders, made up shifts for which they do not overlap. We also focused on the work of an online store, launched free delivery in Russia for orders of 3500 rubles or more, and for residents of Sochi (since they cannot arrange self-pickup from our company stores) they offered delivery of 150 rubles. To stimulate the purchase of our products, we put our branded antiseptic as a gift in every order from 1000 rubles, based on 70% alcohol content. By the way, due to the demand of buyers for antiseptics, we urgently finalized their formula: we added lavender hydrolate to soothe and restore the skin and tea tree oil for quick healing of microtraumas. We have specially set a humane price for this product - only 200 rubles. We've also accelerated the development of hand creams aimed at restoring and moisturizing skin due to frequent hand washing and antiseptics. By adding ceramide, hyaluronic acid and shea butter to the composition, we managed to get really effective products. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not dwell on the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the issue of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself. We've also accelerated the development of hand creams aimed at revitalizing and hydrating the skin due to frequent hand washing and antiseptics. By adding ceramide, hyaluronic acid and shea butter to the composition, we managed to get really effective products. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not dwell on the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the matter of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself. We've also accelerated the development of hand creams aimed at revitalizing and hydrating skin due to frequent hand washing and antiseptics. By adding ceramide, hyaluronic acid and shea butter to the composition, we managed to get really effective products. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not stop at the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the matter of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself.aimed at restoring and moisturizing the skin due to frequent hand washing and antiseptics. By adding ceramide, hyaluronic acid and shea butter to the composition, we managed to get really effective products. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not dwell on the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the issue of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself.aimed at restoring and moisturizing the skin due to frequent hand washing and antiseptics. By adding ceramide, hyaluronic acid and shea butter to the composition, we managed to get really effective products. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not dwell on the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the issue of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not stop at the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the matter of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself. A hand mask for quick regeneration and creation of a natural protective barrier from external factors was also added to the bestseller section. We do not stop at the releases of new products: a few days ago, three types of bath salts were released at once to support immunity - with the aromas of lavender, mountain plants and Sochi citrus fruits. Of course, now it would be very helpful to help the state in the matter of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself.now it would be very useful to help the state in the issue of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself.now it would be very useful to help the state in the matter of reducing or postponing rent, taxes and loans, but so far you have to rely only on yourself.
We have released disinfectant soap and are preparing new products that replace salon care
Ekaterina Matantseva
founder of organic cosmetics brand MI&KO
- The work of our company has switched to offline mode, but we actively keep in touch with employees, hold conferences in Zoom. Employees who are unable to do their work from home leave in shifts. We are also actively developing our online store, making discounts for regular customers, and preparing interesting novelties. For example, we have already released the most relevant product in our time - disinfectant soap, which effectively kills germs.
The disadvantages of the current situation are difficulties with suppliers: factories in Italy, France and China have suspended their work, so the delivery of packages and ingredients has to wait much longer - there are delays for a month! Also the level of sales is giving. If in April, before self-isolation, people bought cosmetics in large quantities, now, due to the risks of a decrease in income, they began to make purchases less often. To keep our customers interested, we are preparing a launch of skin care products that we expect will help replace salon treatments.
Text: Christina Semina
