Be Personable!

The cosmetic industry is over a billion dollar business every year – mostly due to women. Do we need cosmetics? No. Wanting them on the other hand is a whole different story. People are always looking for a new trend, the latest and greatest gadget, or something with a high perceived value. By making our store exclusive to members (customers) it would create a sense of want and prestige, much like a Platinum Visa Card for example. Having a membership based fee – similar to Costco – would be one way to do this. This would also be another source of revenue.

Think of reasons people love a company like Apple. Yes everyone loves them for their innovative products and they’re a leader in the industry, but they also have talented and knowledgeable people in the store who personally work with customers when they come in the store. Creating this same atmosphere within Kozmetika could be very beneficial. When members enter the store they could step over to a computer based survey (whether that actually is on a computer or an iPad I don’t know) and answer some quick multiple choice questions on skin type, eye color, face shape, allergies, preferences, dislikes, etc. and retrieve the list of an array of products that will work personally for them based on the criteria entered. This creates interaction with the products even before members can physically get their hands on them. Members can then seek out these items on their own or with the help of our experts. Plenty of cosmetic experts and makeup artists would be available throughout the store so that the vast majority of members would get one on one attention while they shop. We shouldn’t try to market this as a store full of cosmetics and beauty products, but rather an experience that people won’t get from any other makeup based store.