Beauty Brands was facing a new definition of beauty and the introduction of self-care. They needed a brand experience that celebrated the consumer’s view of what mattered most in beauty and empowered her journey to be the best version of herself.
At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.
Entrepreneurial passion and true commitment to consumer needs is the basis of winning customers and establishing long-term relationships.
Since its inception in 1995, Beauty Brands was built on the premise of caring for “the total woman” by providing her with the largest array of salon-exclusive products while taking care of her hair through our salon, and rejuvenating her body through our spa experience. The brand’s value proposition is to offer salon and spa services combined with a larger selection of salon-brand products in a more convenient and less intimidating environment than the typical salon. In its quest for continued strong comp store growth, Beauty Brands faced two key challenges: (1) increased competition from similar competitors, and (2) consumers who are primarily loyal to the brands of products they use and their individual stylists, not the retail brands or stores where they shop.
The Beauty Brands customer isn’t driven by a desire to transform into a supermodel, chase the latest fly-by-night trends or be seen as a “fashionista.” She is interested in looking and feeling like the best version of herself.
And because of our operational process, we are able to capture 93% of all customers attached to a transactional record, creating a wealth of data to guide future.
Beyond customer growth, we continue to track positive same-store sales growth — despite the downward pressure on the category.
