Virtual beauty consultations are becoming a popular digital offering, but are a newer concept for many brands. Bobbie Brown recently started a small-scale program called “Artistry Like Never Before” with virtual consultations.
There are three tiered consultation offerings, and over 46% of people have converted from their consultations within three hours, and 51% of those conversions have come back to repurchase from the company. Although their program has a smaller sample size, they have demonstrated creating a connection as well as effectively sharing information with customers online and are planning on adding more makeup artists for these consultations.
For all beauty brands, virtual consultations improve on digital relationships and sales tactics as customers are able to walk away more easily. Customers that purchase after consultations do so because of the experiences they are led through.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
