In-store events can be a brilliant way for retailers and spa-owners alike to drive interest in their natural beauty lines. We caught up with Imelda Burke, owner of leading boutique organic skincare store Content Beauty/Wellbeing, to see how she’s building success through a series of natural make-up master classes.
As the diary section of its website proves, Content isn’t afraid of creating a sense of occasion at its Marylebone store. This month alone is packed with events ranging from free facial days to ‘meet the founder’ sessions with leading natural beauty brands.
“We have around six different cosmetics ranges in-store, so natural make-up really is a huge area for us,” she says.
“The point of difference for our store is that we’re a beauty boutique, not a health food store, so we love people to come in and try things out.”
Increasing loyalty and sales
Imelda’s master classes aim to be fun, informative and stylish events where members of the public can come to the store and be shown by a professional make-up artist how to get the most out of natural make-up.
“It’s about spreading the word about natural cosmetics and expelling the myth that natural make-up is somehow inferior,” she explains.
“As well as increasing sales it helps generate loyalty for the brands. People like to see these products demonstrated and not feel scared about asking how to use them.”
Imelda likes to keep numbers at a manageable level so she can create an intimate atmosphere in which the public feel free to ask questions about the products.
“Changing your make-up regime to natural and organic is a process,” she explains.
“Often customers bring in their make-up bags and see how they can get similar colours and effects with the ranges we stock. A lot of the formulations now really are incredible.”
