Issue link: https://www.ascpskindeepdigital.com/i/1208034
find your dream career! ascpskincare.com/career-toolkits 65 Consulting Strategy You don't have to work for a Fortune 500 company to have a successful retailing and marketing strategy, but you do need to consider how your clients want to shop. A good place to start is by analyzing your own purchasing habits. Are you open to learning about a product from a rep you've just met? Are you willing to purchase their product on the spot? Maybe. The average consumer today, though, is a cautious and thoughtful researcher who wants to make sure they're spending their money wisely. Consider uploading information about your retail products to your website so clients can find them easily, learn more about the ingredients, and read reviews on the products. (Just be sure to emphasize the importance of purchasing from an authorized retailer.) Also, think about incorporating your own version of a subscription box service to your business! This is a fun and convenient way to touch base with your clients, ensure they are sticking to their daily regimen, and come on . . . who doesn't love getting skin care presents in the mail? TODAY'S COMPETITION With the influx of online information and retail competition, clients already know the benefits of common skin care ingredients, including what to look for and what to avoid—and they're up-to-date on the latest treatment trends. Clients are more involved and knowledgeable about their skin care routines, which is great. This implies they are open to receiving professional guidance and treatment from licensed estheticians, but we're not the only ones aware of this trend. Direct-to-consumer skin care brands have picked up the scent too and are (successfully) making big moves toward our clients. Direct-to-Consumer Skin Care Brands According to NPD Group, an American market research company, US sales of prestige skin care products rose 13 percent in 2018 (bringing in $5.6 billion for the year), which includes an 8 percent growth in physical retail stores and a 33 percent growth online.1 This research confirms that big-name consumer companies are eager to hop on the skin care bandwagon. Companies are studying and familiarizing themselves with professional skin care processes to compete in the market. They have teams of business experts, marketing analysts, and estheticians on staff to meet the high expectations of targeted consumers, and it's all backed by huge annual budgets.