Earlier this month, The Very Group added Estée Lauder to its beauty offer in a continuation of its efforts to expand its premium brands. Sophie Blackledge, head of beauty buying at The Very Group, explains how premium beauty can encourage new and existing customers to shop across more categories, and enable the digital retailer to build deeper loyalty.
“Rather than trying to recreate the traditional beauty hall online, our ambition is to build a modern, digital-first premium beauty destination,” explains Blackledge.
“We have a significant opportunity to convert more of our 4.2 million customers by giving them a reason to shop cross-category,” she states.
“We know that many of our customers are already shopping premium fashion with us. So, expanding our beauty offering to give them access to the prestige beauty brands they already know and love is a natural extension” notes Blackledge. “[It]creates more reasons to browse and buy from multiple categories, while helping to build long-term loyalty.”
Very’s premium beauty strategy centres on a curated edit of cult beauty names and viral products across skincare, make-up, fragrance and haircare.
Beauty brands such as ELEMIS, Benefit and Iconic London are now available on the platform. While This Works and Caudalie have bolstered the wellbelling and specialty offering.
“A stronger premium beauty proposition also helps us attract new customers who are looking for a trusted online destination for those trending brands and cult classics,” says Blackledge.
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Very’s beauty expansion will focus on the categories where it has seen the greatest shopper demand, particularly skincare, make up and fragrance. It is also looking to the latest trending brands which resonate with its loyal customer base.
She notes: “We’re constantly monitoring the market to ensure we’re bringing customers the brands they want, while building a premium beauty destination that’s both relevant and inspiring.
“Shopping premium beauty online is all about education, inspiration and discovery”, Blackledge adds.
To help inspire customers, Very is also introducing curated bundles and gift-with-purchase, “to add value and encourage customers to discover new brands and routines”.
This expanded offering is backed by content and recommendations designed to make online discovery feel more intuitive.
“By combining inspiring and educational content with AI-powered personalisation and recommendations, we’re making it easier for customers to discover new brands and shop premium beauty with confidence,” she adds.
While, Very Pay and the retailer’s range of delivery options will also reduce friction at checkout and support conversion in higher-priced beauty purchases.
While premium beauty is an “important growth driver” for Very’s beauty category, the group stressed it will “keep evolving a broad beauty offer that gives customers access to the brands they know and love across multiple categories and price points”.
Blackledge adds: “It’s about creating a complementary portfolio that meets customers wherever they are in their beauty journey, while continuing to introduce exciting new brands and innovations.”
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