Beauty E Commerce 🌹 Talk Beauty
Beauty E Commerce 🌹 Talk Beauty
■ 美妝電商業的教訓（有音檔）■ A special report from Bannai
嗨✨歡迎來到《巴奈英文電子報》的小角落，在這個特別報導我們用英文討論美妝和相關產業，包含美妝保養知識、行銷、市場觀察、趨勢分析和文化的比較，喜歡的話可以繼續閱讀，不喜歡的話可以「選擇性單一取消」這項訂閱喔，文末有解釋。
這篇文章其實我在去十月就已經產出，當初因為文章難度偏高不知道要放在哪，今年終於有時間將它翻出來，拍拍灰塵更新後跟大家分享。閱讀時可以注意粗體單字，會在文章最下方的註腳。Now let’s read!
獨立美妝業過去幾年的教訓
A hard lesson for indie beauty brands
When Glossier, an American beauty retailer, first saw success many brands followed suit1. Direct-to-consumer2 websites and influencer collaborations3 have proven to be beauty start-ups greatest advantages.
By analyzing data collected on websites, brands can gain an understanding to consumers’ shopping preferences, information usually held exclusively by wholesalers4. Digitization of the shopping experience has produced other avenues5 of improving business models. Il Makiage, an American beauty brand, acquired artificial-intelligence firms and is developing algorithms6 to help shoppers choose their perfect foundation shades. Violette_Fr, founded by French makeup artist Violette Serrat, uses virtual7 try-on technology for a sensory8 shopping experience.
“If we sell through wholesale, we lose that information,” says Lindsay Drucker Mann, CFO of Il Makiage, on shoppers’ data and preferences.
It may seem that cosmetics conglomerates9 like Estée Lauder, L’Oréal and Shiseido have lost their allure. However, a global pandemic has proven that beauty giants can stem the tide10 of supply chain shock. Conglomerates benefit from large research and development budgets, something small companies cannot mimic. As the cost of hiring influencers rises, companies risk spending more than they can afford to stay relevant in today’s beauty market. Consumer loyalty11 is another issue facing young start-ups, since shopping on social media is often a decision made on a whim12.
Glossier let go of a third of its staff in 2021 and has finally agreed to sell certain products on Sephora (owned by LVMH, a French luxury conglomerate). Drunk Elephant, an American skincare brand, sold itself to Shiseido. ELF, a fan-favorite makeup brand in the US drugstore market, has acquired Naturium, a skincare brand based in Hollywood. As fast as these young businesses have grown, it has not been without limitation and shows room for improvement13.
Do you like today’s special report? Let me know!
文章的背後 Tell me more
為什麼會寫美妝內容？
Most of my students know that I am an aficionado in beauty, from skincare to makeup, and now its entire industry, too. 《Talk Beauty》 is my passion project where I share my observations with those who are interested.
巴奈有任何相關專業背景嗎？
No! Please do not look for me for professional or medical advice. But do I know more than an average consumer? You bet. I can teach beauty content for learning English and act as its interpreter for English/Mandarin any day.
會出哪種內容？
Observations in the beauty industry, up-and-coming trends, lingos in skincare and such.
If you’re interested, come along for the ride!
美妝和商業內容不是我的菜，該如何單一取消訂閱這個項目？
I will be sad to see you leave 😭 but it is okay if this content is not for you. 可以將email信件拉到最下邊，找「取消訂閱 unsubscribe」這個字，點擊之後會帶你到以下圖示的畫面，直接關掉第二欄的「Talk Beauty」並確認後就可以了。之後如果改變心意，可以回來訂閱喔！
follow suit 跟隨腳步
direct to consumer (DTC) 直面消費者（的商業模式）
collaboration （品牌商業）合作
wholesaler 批發商
avenue 管道、方法
algorithm 演算法
virtual 虛擬的
sensory 感官的
conglomerate 聯合巨型集團
stem the tide (of time) 經起考驗
consumer loyalty 消費者忠誠度
on a whim 一時興起地、衝動地
room for improvement 進步的空間