The moment of truth: Capturing premium beauty shoppers during the festive season

On a busy Saturday afternoon in November, I was immersed in the buzz of the John Lewis & Partners beauty hall. Not only was it packed with shoppers, but I also spotted lots of early gifting ranges being stress-tested in these first few weeks of launch, before the Christmas rush.

When it comes to beauty, the in-store shopping experience is irreplaceable. Online shopping is fast and convenient, but being able to swatch lipsticks and colour-match concealers on the back of your hand is the tactile shopping experience we crave. This is especially true for premium beauty. In-store, you can be confident that you’re getting value for money from a quality product by speaking to a trusted advisor and trying it in person first.

These moments of truth present a significant opportunity for beauty retailers to capture shoppers’ attention, provide personalised advice, and ensure customers leave feeling seen, heard, and confident with their decision. And there’s no better time to seize this opportunity than the gift-giving season.

So, I put John Lewis’ Beauty Hall to the test by heading in-store to visit some of their premium beauty retailers to examine the experiences created around their Christmas gift ranges. 

MAC Cosmetics

My first stop was MAC Cosmetics. They had a lot of exciting products to explore, with new launches and colour ways that piqued my interest. The customer service here was unfortunate, but most likely unintentional. There was only one member of staff working on both pre-booked makeovers and general sales. I wanted to chat with the sales advisor about some of their new products, but not being able to get their attention meant I left empty-handed — a lost sale. 

What I learned -> This is a stark reminder that people buy from people in the beauty category. When people choose to shop in a beauty hall versus online, sales advisors need to be present to inform, build rapport, and make the sale.

Charlotte Tilbury Beauty

In contrast to MAC, Charlotte Tilbury had many staff working on their stand. The advisors had great interest and enthusiasm for each shopper, engaging in the familiar way that the brand has come to be known for — approachable yet not overly salesy.

The product range itself was hard to explore and cognitively heavy, leaving me struggling to process the level of information on offer at this point of purchase. Gifting felt simpler. Festive free display units (FSDUs) and sleek, luxe packaging lured me in, but crucially the value proposition was clear. The benefit of buying a gift set vs an individual product was clear.

Benefit Cosmetics

The younger sister of the group felt fresh, lively and vibrant with its signature style and firm role in the beauty hall. There’s never a dull moment when it comes to Benefit’s marketing — they’re the queen of ensuring their gift sets are fresh, relevant, and don’t fall into the background. They keep the best sellers as the star players to drive hard commercial results. Bravo.

What I learned -> Benefit is a beacon of fun, playfulness and newness each year. They stay true to their brand, ensure meaningful range refreshes, and display the price vs value clearly.

The Estée Lauder Companies Inc

The final stop on my tour was the older, wiser sister, Estée Lauder. The gift sets were front and centre of the display with some excellent combinations. However, with no staff member to support me and no prices included at the shelf edge label or product level, it took a Google search on my phone to find the actual prices.

What I learned -> The lack of pricing at the shopper’s moment of truth makes it hard for them to make a purchase decision. They’re likely to move out of the mindset of purchasing there and then to compare prices and look to purchase elsewhere. This results in a potential lost sale.

Closing thoughts…

When it comes to the Golden Quarter, beauty brands want to ensure they’re showcasing the true value of their products, especially with gift sets, so customers can easily see they’re getting more for their money. And don’t forget that personal touch. People love to buy from people they connect with, so if they’ve come into the store, make the most of that chance to close the sale. Finally, be sure your brand’s unique selling point stands out clearly in the beauty hall so shoppers immediately ‘get’ why you’re different from everyone else.

Want to discuss how to improve your customer experience with true audience insights? Get in touch with us.