The rise in aware consumers in beauty product segment, the regular etailing of cosmetics is witnessing a shift as companies are changing their focus to engage consumers rather than just burning money in acquiring them.
On similar lines, Enchantess, a subscription based e-commerce website claims to bridge the gap by offering people quality products and inform them how and what to use.
The website provides its beauty sampling program with an aim to bring the leading brands and end-customers together. It does not only help users by providing a platform where they can test different beauty products, but also help brands by redesigning an entire marketing campaign around their product and help them reach their potential customers.
Started in December 2012, Enchantess has tied-up with some exclusive premium brands like Glominerals, Essie, Avani Dead sea cosmetics and many more.
Under its subscription service, its customers receive 3-4 curated beauty samples across different categories like makeup, hair care, skincare etc. and thus cater to their personal preferences and requirements. Apart from that the subscribers also receive discount vouchers, ‘Inside Salon & Spa’ magazine and access to its panel of experts, and that too with a free home delivery.
Its subscription service, which is the main focus are of company’s operations, starts from Rs 399 per month. Apart from subscriptions, the company also monetizes from its Online shopping platform, commission on sales and advertising on its portal. In addition to generate sales through its ecommerce platform, the company also helps its customers by disseminating comprehensive knowledge about beauty and lifestyle products.
Providing subscription based beauty products isn’t something unique, there are several offline boutiques, brands like Dr. Batra and online stores like Vellvette, who cater in this niche, so what kind of market opportunity lies for the company in this industry?
“We feel that there are a lot of opportunities in the subscription model as its still new in India and there is a lot to explore and learn. We have been sending subscriptions for 6 months now and have received a very good response. The concept is picking up with the consumers and they want to know more about the latest beauty products in the market, other than the conventional drug-store brands. As far as our USP is concerned we provide high class, mostly-exclusive brands” claims Suruchi, founder at Enchatess.
In only a period of 6 months, since the company has started sending out subscriptions, it has managed to acquire over 3000 subscribed members. Currently at break even with its subscription based services, its founder expects to be highly profitable in the future. Also looking for outside funding, the company is in talks with few investors.
Key marketing strategies include social media and paid advertising. It has a dedicated SEO team and a marketing team that look after the activities like writing daily content, answering customer queries etc. Apart form that it also generate business from word of mouth marketing.
Enchatess also encourages its customers to give regular feedback via various electronic media forms in order to make its personalized platform of ‘choosing and shopping beauty products’ more effective and successful.