Singapore, 14 May 2012 – From 24 to 30 April 2012, DEAL.com.sg, one of Singapore’s largest online shopping platforms, organised Beauty Week 2012. The premise was simple – offer beauty related deals from well-known names such as Jean Yip and Bioskin, along with boutique spa houses keen to reach out to a wider and savvier audience. A total of 25 additional beauty deals were offered, which included spa, manicure, pedicure and slimming deals, with discounts ranging between 50-95%.
Some interesting takeaways from Beauty Week 2012:
The men get it too
The beauty industry has typically been targeting women with high disposable income, who are between 25 to 40 years of age. However, statistics revealed by DEAL.com.sg suggest an interesting new trend – a 28% take-up rate among men, for a campaign that was predominantly aimed at women. Favourite deals among men included tummy trimming, waxing, manicures and spa therapies.
Many of DEAL.com.sg’s repeat customers claim to have made their first beauty treatment purchase during Beauty Week 2012. The Tummy Trim Treatment by AbsTrim Men was surprisingly one of the top selling deals within the Beauty Week 2012, with over 400 vouchers snapped up within five days.
Previously, regular spa-goers went to a spa, tried a service and judged if they wanted to return. Today, with the high prevalence of social media and ecommerce, women usually made several layers of checks before selecting a spa. For example, like-minded customers on DEAL’s Facebook page often review their experience for other customers. With Beauty Week’s value proposition, DEAL.com.sg found another interesting trend in women centric offers – most female customers are not in for the discounts; instead, they go for the highest value and more importantly a good experience.
Loyalty is a Journey
It was also revealed that younger women between the ages of 19 to 28 are more willing to try out new brands and will frequently buy deals with their friends. This brings out an interesting opportunity for young brands that can now focus their energy on providing exceptional experiences to customers who are willing to try, instead of spending their marketing dollars on customers who, through experience, have become very brand loyal.
“The beauty industry in Singapore is very competitive, we are confident of the products we use and the quality of service we provide. With a platform like DEAL, we are able to reach out to hundreds of thousands of new customers in Singapore who now have the opportunity to experience our offering themselves. I’ll let you in on a little secret; we make sure our customers come back. The secret to success here is their first experience, you need to WOW them. As a merchant, if you lose them at this stage, you’ve lost them forever” said Jermaine, marketing manager of ONLYaesthetics Pte Ltd.
“Through Beauty Week 2012, we have reached out to over a million potential customers in Singapore within just a single week. We have received very good response from our beauty merchant partners in attracting new leads. The strong growth in ecommerce and social commerce has meant that spa owners have the opportunity to leverage on new and savvier marketing channels, and we look forward to working with our partners again,” said Richin Desai, VP of Marketing at DEAL.com.sg