New Marketing Support Service Utilizing Real Purchase Data for Beauty Manufacturers

Introduction

The beauty industry has been facing significant challenges in understanding consumer purchasing behavior. Sharing Beauty Inc., a leading company operating the popular hair-specific media HAIR and influencer strategy ALLRY, has stepped up to address these issues by launching an innovative marketing support service. This service harnesses real purchasing data from its own beauty salons to help manufacturers enhance their marketing strategies.

The Challenge in the Beauty Industry

For years, beauty manufacturers have struggled with the limitations of traditional marketing approaches, which generally rely heavily on intuition and experience. Specific challenges include:

- Difficulty in understanding how products sell in salons, despite knowing shipping quantities.
- Lack of visibility into seasonal or demographic purchasing trends.
- Challenges in evaluating campaign effectiveness and running PDCA cycles.
- Time and cost constraints surrounding test marketing.

In contrast, the rapid advancement in data utilization for e-commerce and online platforms has further emphasized the gap in offline (in-store) purchasing data, leaving it shrouded in a “black box.” Addressing these challenges, Sharing Beauty Inc. aims to leverage accumulated real purchase data to deliver effective marketing support solutions to beauty manufacturers.

Overview of the Service

The newly launched service by Sharing Beauty’s Consulting Division utilizes genuine purchasing data collected from salons operated within the group, including seven salon locations in Osaka. By executing marketing optimization through a unique perspective that integrates online with offline (OMO—Online Merges with Offline), the company aims to transform traditional data into actionable insights.

Available Data Attributes

The service includes a variety of data points that can be analyzed and employed to support manufacturers’ marketing activities.

Key Features of the Service

1. Real Data from Own Salons
Unlike merely relying on shipping data, Sharing Beauty taps into actual consumer purchasing behaviors from its own group of salons.
2. Visibility into Offline Purchases (OMO Perspective)
By employing the same data analysis commonly used in e-commerce, the company offers insights into who is buying, when, what, and how frequently purchases are made in-store.
3. Analysis of Regional Economies with Combined Data
By merging national statistical data (such as income levels by municipality) with purchasing data, the company aids in developing marketing strategies that cater to regional characteristics.
4. Space for Test Marketing
Before introducing new products to the market, manufacturers can conduct trial sales at Sharing Beauty’s group salons, receiving valuable feedback based on actual purchase data.

Services Offered to Manufacturers

Sharing Beauty’s Consulting Division provides manufacturers with the following services:

- Marketing Data Analysis Reports – Includes insights into purchasing rates, average customer spend, seasonality, consumer purchasing patterns, and competitive product comparisons.
- Visualization of Offline Purchases – Facilitates a clearer understanding of in-store buying behaviors by answering key market questions about customer interactions.
- Analytical Support with Regional Economic Data – Suggests marketing strategies tailored to specific demographic and regional contexts based on income and purchasing habits.
- Opportunities for Test Marketing – Provides a chance to refine product offerings based on insights gained from in-store testing before wider launch.

Advantages of Sharing Beauty

Sharing Beauty Inc. boasts a unique position within the beauty sector by integrating media, advertising, and salon services. This holistic approach allows them to effectively merge online and offline marketing strategies, fostering a more cohesive and effective marketing support process.

Targeted Salons

The data utilized for this service comes from several group salons located in Osaka, which include:

- FERIA Midorikouen (Toyonaka, Osaka)
- FERIA Ikeda (Ikeda, Osaka)
- FERIA fam Kitachikusa (Suita, Osaka)
- FERIA fam Momoyamadai (Suita, Osaka)
- FERIA Umeda (Kita, Osaka)
- FERIA Abeno (Abeno, Osaka)
- ROMEO Kyobashi (Mizushima, Osaka)

Contact For Inquiries

For more details, please contact:
Sharing Beauty Inc. Public Relations:
TEL: 03-5728-7300
E-mail: [email protected]
For Manufacturer Inquiries:
Consulting Division – Miyamoto
TEL: 03-5728-7300
E-mail: [email protected]