How Lilah B. Wooes Gen-X Ecommerce Customers – Glossy


Own beauty brand Lilah B. made a pleasant discovery in the midst of Covid-19, despite the headwinds the brand – and the beauty industry as a whole – encountered. With stores largely closed between March 2020 and June 2020, Lilah B. has found that Gen X customers are quickly turning to her e-commerce site DTC. From now on, Lilah B. intends to keep them there.

The 6-year-old brand has taken a prestigious and minimalist approach to its branding. It was adopted by some Gen Xers when it launched, due to its in-store retail positioning at Barneys New York. Lilah B. now sells through Net-a-Porter, Neiman Marcus and Nordstrom, among other retailers. With the addition of business partners like Sephora and Anthropologie since 2019, Lilah B. has discovered that most of her online customers are younger, which has influenced her social presence, online advertising, and influencer marketing.

Lilah B. has seen triple-digit growth in the number of Gen X buyers on her website over the past 18 months. Generation X are people born between 1965 and 1980, according to PEW Research. Older shoppers, in general, contributed to the boom in e-commerce across industries seen in mid-2020 as people had to acquire items online out of necessity. According to a United Nations report from March 2021, the share of US e-commerce in total retail sales increased from 11.8% to 16.1% between the first and second quarters of 2020. At the end of 2019, sales of Lilah B. were 85%. wholesale retail. By the end of 2022, Lilah B. expects sales to be around 50% DTC e-commerce and 50% retail wholesale, according to Cheryl Yannotti Foland, founder and CEO of Lilah B.

“It will take [multiple] investments to get there, but we are building a unique audience and we are seeing the return, ”she said.

Between 2020 and the first half of 2021, Gen X customers have been loyal to Lilah B’s e-commerce experience. Gen X customers visit the website up to five times before converting. Gen Xers buy an average of four products at a time, and these customers buy several times a year. Compared to this behavior, Millennials and the brand’s younger customers buy from the DTC website 1-2 times a year, but turn to Sephora more often.

As a result, to target Gen X, Lilah B. invested 200% more in paid media in 2021, compared to 2020. Gen X is mostly active on Facebook, compared to other social platforms, and between often on the site via marketing emails, said Hillary O’Connell, digital and ecommerce manager at Lilah B. Gen X accounts for over 50% of email traffic and revenue. Lilah B. plans to run a direct mail to home campaign in 2022 tailored to new product launches, the anniversary of Lilah B.’s first purchase, and a customer’s birthday.

“This consumer craves personalized content based on their purchasing behavior during previous purchases. But they are also invested in [learning about] ingredients and formulations and details of our products, ”said O’Connell. “[Gen Xers] also resonate with Cheryl as the founder of Gen X. This includes not only tutorial content with Cheryl, but also lifestyle content, [as they find] she is inspiring.

“I have always taken a step back [publicly] in my career… I’m not an influencer, and I’m not a celebrity. But I’m a real woman in my early fifties, ”said Yannotti Foland. “The team pushed me to share my universe. We all want to sell products – it’s a business, after all – but I also want to connect with this community for the long term and for there to be longevity and vitality for the brand. “

Within its e-commerce website, Lilah B. is also strengthening its evaluation and loyalty programs and offering more gift-with-purchase and sampling opportunities. Sampling options have spanned from color offerings to luxury skin care prep products, like the new Aglow Golden Primer Oil. Lilah B. has created mini formats that are also part of several product sets, which is part of a larger strategy to get the product into the hands of customers and convert them into full size products. The Aglow Golden Priming Oil digital campaign also features Gen-X models.

“The consumer of Gen-X clean cosmetics today feels underserved. Aglow Golden’s campaign has advanced our strategy to build the Gen-X community and customer base, ”said Yannotti Foland.

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