K. Godfroy Cosmetics is hitting in almost 2 years. Could you believe that? Me too. 🙂 Since my trip in the States, I start new journeys, I revise my thoughts about marketing and expansion and I make positive plans for the year 2018. It is not easy to stay inspired because I can be moody, stress, and overwhelm. Thank goodness my family is helping me track my goals.
To have fresh ideas on what is on the market, I’ve spent an incredible amount of time visiting every make-up station in the mall from low-end to high-end market. I want to see what is on the trend, what kind of products are really necessary versus to the type of products that are just rubbish. I would say that the U.S. market has an interesting approach. If you’re looking for super affordable cosmetics have a trip to K-Mart. You can find products from $1.99 to $18. If you’re looking for higher end brands, check the beauty counters at Target. You can find products from $ 10-45. However, if you’re fussy in brands and you have time to visit Beverly Hills in L.A. you can find the A-List cosmetics line.
Our brand was positioned next to the A-List cosmetics brands such as Bobbi Brown, Laneige, YSL, Chanel and MAC at Tangs. To enter in the cosmetics line is hard but to maintain the business is harder. In my understanding in the retail business, it is only necessary to keep it only if you have big investments. Because the truth about retail the business is dying. One can only survive in the retail if the brand is really popular and/or has huge amount of investments, especially if we are talking about locations like Singapore and Dubai where commercial rent can be from $5,000 to $60,000. I’m not kidding. Thus, the probability of failure can be 98%.
We have full support from start-up’s partners to sustain the business, however, I personally decided to pull off the retail to stop bleeding from the maintenance expenses. Singapore’s commercial rent is really expensive. Plus, to hire local manpower can cost from $ 1,600 – $3,500 a month for a small store. I don’t see the point to maintain it if our main source of profit is from online.
Why I am sharing this info?
I’m sharing this article to help aspiring business owners to find the right channel to make a profit. I suggest to start online, to create your niche and to sell few products instead to have a convenience store. You wouldn’t want your store to look like 7-11 or a drop shipping type of business.
There are many e-commerce businesses in the make-up line but not everyone can make it for the following reasons;
1. Lack of branding: sure, you can find tons of suppliers online and off the market. However, not all suppliers will work on your branding. Basically you will just be given a list of containers for your packaging and the type of ingredients you desire to have for your products. However, no matter how you mix and match the products, and label it under your name people can still recognize the products are from someone else.
Thus, it is important to find a supplier that can truly customize your product brand accordingly – from packaging, tube, brand logo and customize ingredients from scratch.
2. Lack of marketing: Facebook is still relevant in the digital marketing world. One can still use this platform to reach out to a specific audience. However, no matter how much you can afford to pay for your marketing on Facebook but if you’re lack of marketing strategy and consistency, at the end of the day you can’t still reach to your target market. And sadly, people won’t buy.
To understand your marketing, it is important to create your niche. For example, you have a cosmetics line and you want to sell it to women. The questions are; what type of group of women are you targeting? Are they stay at home mamas, corporate ladies, university students, K-pop fans, or travelers? There are many categories to choose from so targeting a random audience will not work for your brand, especially if your brand is not popular yet.
3. Lack of consistency: If you start selling products catered to high-end market, make sure you can sustain the image. For example, I started selling products to “middle-class” consumers some are working women and some are stay-at-home mums. The bottom line is that no matter what their profiles are their buying decisions are based on K. Godfroy Cosmetics’s marketing approach, our stories, values, and quality. The price range is not ridiculously expensive because I reminded myself that I’m not Chanel. Ha ha. Instead, I focus on the quality of the ingredients and less on the quality of the packaging. Why? Because packaging can be expensive, if I spend more than 15 dollars on a packaging alone rest assured the retail price of the product will be about 36 dollars. And NO one will buy products worth of 36 dollars from a brand that is not popular.
To stay in the business, I collaborate with models and make-up artists who are regular people. People that you can encounter on a daily basis and people who have stories that can be relatable. I do not desire to collaborate with ‘influencers’ or celebrity models that will charge me $5,000 – 10,000 for a single post. I’ve rather use that amount for other business expenses.
What’s the catch of this article?
The company is offering B2C to our customers. In 2018, we cater to customers for B2B products where we can make your cosmetics business from scratch; ingredients, packaging to delivery for as low as MOQ (min of quantity) 80 units per colour shade. Some suppliers will demand for MOQ 10,000 per product. But since I genuinely understand the struggle of start-up, I would like to help aspiring business owners to kick start their business without going through bankruptcy or bank loan.
At Godfroy Co. we offer products from dermarollers, vitamin c-serum for anti-aging, eye shadow colour palette, to liquid matte lipsticks. If you doubt the quality of our products, all you have to do is to order our samples and we will ship it to you. You can test the quality of products. And No, our samples are not free. We will give you our product catalog and you can choose which wholesale products you are interested to buy. Samples with packaging materials are cost from $150 – 300, inclusive of shipping. To know more, please visit our website; www.godfroy.co.
Here’s a photo of Aisha when she drive us to Walgreens.
Walgreens store has small beauty counter. Product price is between $5.99 to $39.
Aisha was checking liquid gloss.
That moment when you literally just woke up from the bed and you have shopping list agenda. ha ha.
I like the new packaging of Revlon, liquid matte. It is slim, small and the price is affordable.
She found her liquid eyeliner from Covergirl. Who doesn’t love Covergirl, right? 😉
Now we are ready to explore L.A. to get some legit tacos. You can read the story here.
Please visit our B2B store and send us your inquiry. Our customer representative will assist you accordingly. Thank you for reading this article. May you find inspiration to kickstart your business and if you have any questions, please do not hesitate to email me. Subscribe to my blog, so that I can send you regular updates about cosmetics, lifestyle and start-up advise. Cheers!