Are you a beauty founder wondering how to enter & win the beauty retailers for hyper-growth and dominate your category? If yes, then this decision-making flow chart/process is for you. Going to retail is all about the correct sequence. Here’s a step-by-step guide to help you make the right decisions and win the beauty retailer.

1. WINNING THE BEAUTY RETAIL
SEQUENTIAL PROCESS
Step 1
Is your category a fit with niche retail? E.g., Travel,
Health, Lifestyle, etc.
Yes
Need intensive education for
trial and adoption
Need intensive education for trial
and adoption
No
No Yes
No Yes
Launch at niche retailer Launch at Pro Launch at indie beauty retailer Launch at Pro

2. Choose Beachhead market
for above channel
Choose fit doors of the
retailer for hero products
Have Proof of Concept for
Velocity & CD
Yes
Open all doors of chosen
retailer for hero products
Have Proof of Concept for
Velocity & CD
Yes
Open all doors of chosen
retailer for hero products
Have Proof of Concept for
Velocity & CD
Yes
Move to the next strategic
geo
Have Proof of Concept for
Velocity & CD
Yes
Concentrate
and
Become
a
Significant
Player
in
the
Beachhead
..........................................................................................................................
Step 2
Step 3
Step
4
Step 5
WINNING THE BEAUTY RETAIL
SEQUENTIAL PROCESS

3. Launch with
Specialty Beauty
Retailer
Have Proof of
Concept for
Velocity & CD
Yes Penetrate Specialty
Beauty Retailer
Launch, POC & CD at
Multi-Category Dept.
Stores
Yes
Yes
Launch & Penetrate
Mass Retailers
Step 7
Step 8
Step 9
WINNING THE BEAUTY RETAIL
SEQUENTIAL PROCESS