What does the beauty sector think about 'Black Friday'?

It began celebrating in United States, but has extended already by all the world. During the last years, see the commercial zones of the big full cities of people and the shop windows of the shops announce the discounts of his products, and already is odd to ask to somebody on the 'Black Friday' and that do not know that it treats .Although we think that the 'Black Friday' is a concept that has invented the contemporary society, is not it and is that they exist numerous hypothesis that determine his origin. Perhaps, the one who more arguments has to his favour is the one of that 24 September 1869, in which it details how two agents of stock exchange in Wall Street tried to do with all the market of the gold arriving to an agreement with a famous politician of New York, and that, surprisingly didn't gell. Their plans to bribe public figures did not prosper with the course they had in mind, and that eventually triggered their ruin, so it was denominated 'Black Friday'.With the step of the time, this term has gone generating new meanings until arriving to the idea that have today of the 'Black Friday'. For many, is particularly known like the 'party of the consumerism'. And it is that it is just to the doors of the Christmas Season, and the teams of marketing have known to marry these two ideas to perfection alluding to "Schedule your Christmas shopping". Even they have adapted the terms of returns of the products, everything to achieve a greater performance of the 'Black Friday', that has gone evolving until turning into 'Black Week', and even, 'Black Month'.Black FridayHow it arrived to Spain? It does already 10 years, a German chain of electronics decided to celebrate it and they did echo through the media and social networks. The next year, Amazon and El Corte Inglés followed its steps and added to the initiative. In 2015, it added to this 'Black Friday' the 'Cibermonday', that implanted in the majority of the sectors, and the 'Beauty' also is one of them and, really, the consumers take advantage of this campaign to purchase products related with the beauty, cosmetic and hygiene. Such as it indicates the last Consumer Insights of Nielsen IQ "Descifrando las perspectivas navideñas de los europeos", 25% of the European respondents will buy during the Black Friday and the CiberMonday products of the sector beauty and hygiene.The positioning of some companies in the sectorBut, how does the beauty sector live on 'Black Friday'? As in all the sectors, exist very diverse opinions around how position in this season in which the consumers expect anxious discounts to purchase his favourite products. In the case of 'Freshly Cosmetics' describe this campaign like "the most important of the year". Like this it explains it Save Marsal, who has explained us that this year they have decided to expand the period of 'Black Friday' to 'Black Week': "it Is the most important campaign of the year for Freshly Cosmetics. From our first year, in 2016 that have done it and this already is ours seventh campaign of Black Friday. We carry working in her from July, after finishing the 'Freshly Days' and decide that the campaign was all a week. From the day 20 to 27 November will enjoy of 30% of discount in all the products, 45% in requests of more than €69 and 50% in some articles selected, that will go changing along the campaign." It saves it explains that from the startup Catalan of cosmetics live these days like an opportunity to arrive to a public that still does not know them. Besides, 'Freshly' announced does barely some weeks the opening of a new logistical centre to resupply the demand that had foreseen for these days."It is the most important campaign of the year. We work in her from July" Saves Marsal, 'Freshly Cosmetics'On the other hand, inside the industry, see that there are companies, that call to the wisdom and to the common sense in these actions to avoid a 'wave of consumerism', possibly unnecessary. They want to take advantage of the opportunity that offers them the 'black Friday' in which the consumer is slope of his marks and favourite products, but with reasonable discounts. Like this it has explained it Luís Rodríguez, of 'Bella Aurora': "we will do promotion in the period of 'Black Friday' but with a level of equal discounts to other promotions that we do during the year. It does not seem us badly this promotional period, as many others that do during the year, but we don't think that it was necessary to do greater promotions that in other moments." Says the commercial and marketing director of 'Bella Aurora'.The same perspective shares 'Pharmex', that considers that it is important to take sustainability into account these days when an irrational buying need is generated: "We aren't against to do discounts of punctual way, but neither aim us to do massive discounts. This kind of campaigns isn't ranged with the sustainability and with the values of a brand like Oland", explains Marta Soler of 'Pharmex'."We want to focus on responsible consumption and not encourage unnecessary purchases" Jessica Bajon, 'UnaVida Cosmetics'The sustainability is something that in the last years the employers are trying to implement and before setting up any campaign of sales, the ones of 'Black Friday' and 'Cibermonday', look for alternatives that position with their brands that go on line with a responsible consumption, and at the same time, allow them take advantage of this opportunity. By this reason, Jessica Bajón, of 'UnaVida Cosmetics', has decided to set up his second 'Honest Friday': "it Is a very important period of sales and want to do grow the project. But also we want to bet by a responsible consumption, the sustainability and not encourage the unnecessary shopping. We want to generate a current that escape of the promotion of the consumerism without a reason. It supports a conscious purchase, based in real needs and in honest information by part of the marks. With this, reinforce our bet for moving away us of the marketing of the all voucher by the sales, of the greenwashing and of the excessive discount. Have a responsible and no aggressive discount of 20% of discount and the costs of free sending from €25. The brands that support the "Honest Friday", are based in the transparency and the honesty. Therefore we don't abuse of the pocket of the customers all the year to be able to afterwards during 1 day, some weeks or even a whole month as they do some brands this year, go down to the half or even more the prices." In this consists the 'Honest Friday' that promotes 'UnaVida Cosmetics', that this year, celebrates his second edition."We decide to not to join us to the 'Black Friday' because it is not on line with our philosophy." Gloria Pavía of 'LUSH'The 'Black Friday' doesn't leave indifferent to anybody, thus, have 'lovers' and 'detractores'. So, finally, we find those companies that position totally against of this event because they do not share in no case the values and the philosophy of the company. Gloria Pavía, from LUSH, signals that oponen according to the idea of mark that promote: "The posture of 'LUSH' is that in spite of the tendencies, is very important to be faithful to the values of mark and assume that there will be tendencies to which do not go to add us and an example of this is precisely the Black Friday, date in which the marks dump with campaigns of brutal discounts. We, instead, decide to not to join us because it is not on line with our philosophy. The Black Friday boosts an unnecessary consumption and our posture is, in words of our cofounder Mark Constantine, that "the best environmental practice that can have is to base us in a personalised service to ensure us that the customer really carries home what needs without falling in offers hook or in 2x1 that so only serve to fill our bathrooms of products that really do not need and that at the end translate in an excess of unnecessary containers or products that will finish refusing". It explains Pavia to 'Next In Beauty'.In line with the statements of Glory of LUSH, we find to 'The Organic Republic': "We have never celebrated it and this year it won't be different. I'd like to talk about you to you, because I think that is an important topic and that requires of the transparency that represents us. The reasons are clear: we are a little brand with prices very adjusted taking into account the quality that characterises us. Have a strategy of transparent prices: we prefer to fix real prices, without rises neither descents depending on the period of the year in which we find us… Our products are timeless: we don't made fashion products and we don't have the need to liquidate the stock to final of season. We want to improve the conscious consumption: we don't tempt to the consumer with offers so that they buy things that really do not need. We are local: we produce all our products in Barcelona of form semi-artisanal and therefore, can not neither want to compete with big corporations that devote to do big discounts." To finish, Clàudia of 'The Organic Republic Natural Cosmetics' alludes also to the importance of the awareness of the consumer.The half cost of the Spaniards rises until the €183 in the 'black Friday'And it is that the last that aims Clàudia is very important. By a lot that the companies have a clear positioning with regard to the 'Black Friday', is important that the consumers are conscious of his actions. The study elaborated by the Group Viko, 'Habits of Purchase in Spain Black Friday 2022' indicate that 70% of Spaniards expect to the Black Friday to buy those products that already had located for their Christmas gifts. Besides, said report aims to that 85% of the respondents will buy something during the next 'Black Friday' and the half cost of purchase will surpass the €180. As it aims the organisation 'Black-Friday.Global', the cosmetics and the perfumes occupy the fourth place in the ranking of preferences of purchase of the Spaniards. But the really important, need It?, they Are the marks those that wake up the wish and the impulsivity of the consumers that do that they accumulate products without any type of sense? And it is that, the moments of big consumption, like east are a broth of perfect crop for the compulsive shopping. Anxiety and pleasure, coexist in the next days in our brain.In spite of this, the consumer begins to distruts of the 'big discounts' that do the companies in these days: already only 11% of the consumers trusts the veracity of these 'big discounts', and 45% of the respondents consider that the offers are not good or do not recess really the prices.

What does the beauty sector think about 'Black Friday'?

'Bella Aurora Labs', 'UnaVida Cosmetics', 'LUSH' and 'Freshly Cosmetics', among others, tell us how they live 'Black Friday'