Fall retail trends as seen through the eyes of a skincare sales representative.
This story first appeared in the October 14, 2011 issue of WWD. Subscribe Today.
Fall marks a time when skin care sales usually increase for me and this fall is no exception. A lot of women are coming in looking for a new regimen or to see what is the latest in technology and product launches as summer begins to wind down. This also is a time women look to repair after-sun damage and do back-to- school shopping. I’ve been selling skin care products from a variety of luxury brands for a little over 10 years and this year feels as though more customers have been coming by to test out products and ask questions compared to last year at this time. Women seem to be spending more money on new launches, as well, and seem more willing to pay a little extra for something efficacious or something with a lot of buzz surrounding it. I’ve also seen that, now more than ever, customers will learn about a specific product online or in a commercial and they come in to actually feel, touch and smell the product they’ve been reading about. I’ve been asked a lot about Lancôme Visionnaire, for example, I think because women are intrigued by the technology and want me to affirm whether it’s worth purchasing. Women might have more access to information and customer reviews, but it’s not the same as having the product—and a beauty adviser—in front of you and putting some on your hand. My average customer is a successful woman in her 30s, 40s or 50s, who is fashion-conscious and cares about her health, her body and how she looks. My average sale can range between $90 and $400 on any given day.
[EDITOR’S NOTE: This was written by a skin care salesperson at a specialty store chain in the East.]