Beauty expertise in demand
A third of the customers surveyed prefer to find out about trends and new products in-store, followed by leaflets (27.8%), magazines (24.5%) and social media channels from influencers (13.7%). According to the survey, the greatest need for advice is when looking for the right shade of foundation, while the differences between individual products and their ingredients are also frequently asked about. BIPA has been investing in the training and further education of its employees for years in order to be able to answer these questions competently and provide customers with personalised advice. The focus is clearly on the feel-good factor and providing advice at eye level - at BIPA, no question is unpleasant and no prior make-up knowledge is required. "The survey shows that customers not only appreciate the large selection of brands at BIPA, but also the friendly and competent staff in particular," explains BIPA Managing Director Markus Geyer, adding: "They also want the beauty area to offer enough space and peace and quiet to be able to test products extensively. We fulfil this wish in the best possible way when designing our shops." More than two thirds of respondents find the BIPA shelves with make-up products clearer than those of the competition.
For make-up needs that go beyond traditional product advice, the Austrian drugstore chain offers free beauty consultations with trained make-up artists in selected shops. And if that's not enough, you can book a three-hour workshop (for a fee) with BIPA make-up artists on various topics at home - friends and family are very welcome.
BIPA brands are also becoming increasingly popular for make-up
Mascara was crowned Austrians' favourite product in the survey. In 2023, it was the Maybelline brand that was purchased most frequently at BIPA throughout Austria. Among BIPA brands, the Look by BIPA Lash Unlimited mascara was particularly popular. Kajal/eyeliner is also in high demand, with the Essence and Catrice brands leading the ranking. The most popular lipstick colours in 2023 were red and nude. In general, L'Oréal and Maybelline as well as Look by BIPA are the customers' brand favourites. "We are also seeing more and more popularity for our BIPA brands in the beauty sector. Despite the strong competition, we are not only convincing in terms of price, but above all with our high quality and good ingredients," says Markus Geyer.
Advice in all (make-up) situations
You can try out BIPA's extensive product range at numerous events where BIPA is represented with a Beauty Corner, such as recently at the PRIDE Village on Vienna's Rathausplatz or at the Vienna Danube Island Festival or soon at the Electric Love Festival from 4 to 6 July in Salzburg. The BIPA Beauty Corner can also be booked for weddings, graduation balls or corporate events. Tips and tricks on beauty and make-up can also be discovered on the BIPA social media channels on Instagram, TikTok and YouTube. In the BIPA On Stage format on YouTube, experts are constantly showing tutorials and the latest beauty trends.
We celebrate the beauty of all our customers
June is all about Pride Month, which celebrates the uniqueness of every person. The BIPA Beauty Weeks are taking place until 3 July. BIPA customers save -25% on top beauty brands and great product packages and prizes are raffled off daily in the competition calendar on bipa.at.
* 1,309 people aged 16 to 60 (98.4% of whom were female) throughout Austria were surveyed in February 2024.
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