The beauty and cosmetics industry is booming. And with the boom, competition is increasing.
To beat competition, brands need to consistently come up with marketing and promotional tactics.
An effective tactic to increase sales and average order value for beauty and cosmetics brands is product bundling.
In this beauty product bundling guide, you’ll learn the most useful tips and strategies for your Shopify beauty store.
What is beauty product bundling in beauty and cosmetics?
Product bundling is a marketing strategy used by various types of businesses, including beauty and cosmetics. In this method, multiple products are sold as one group or bundle with one price tag.
Product bundling is an effective strategy for beauty and cosmetics brands because of the nature of the products. People buy these products repeatedly. Hence, when bought in multiples as a bundle at a lesser price, it can be beneficial for them. These factors make cosmetics bundle deals lucrative for customers.
Benefits of beauty and cosmetics product bundles
Before we get into the core part of this beauty product bundling guide, let’s explore some benefits of beauty and cosmetics product bundles.
1. Increases average order value
When customers buy bundles, they buy more than one product and pay for more than one. This directly increases the average order value (AOV). For instance, instead of buying one bottle of shampoo, customers will end up buying a pack of two or three, and thus, pay more per order. Increasing AOV with beauty bundles is an effective strategy because customers prefer to buy bundles for price benefits.
2. Easy to introduce new products through bundles
With bundles, eCommerce retailers can easily mix and match old and new products. This is an easy tactic to introduce new products in your inventory to your customers. Given the nature of beauty and cosmetics products, customers often hesitate to apply new products on their skin and refrain from buying new items. Bundles help overcome this challenge.
3. Clear inventory
Beauty and cosmetics products have a shelf life and thus, have to be sold within a specific time. Cosmetics bundle deals help increase sales and thus clear inventory. Besides, when products are bundled strategically—a few new products combined with one or two from old stock—inventory can be cleared. Another way to clear inventory via cosmetics bundles is to create multi-pack bundles, such as a pack of three or five.
4. Enhances customer experience
With so many cosmetics and beauty products available in the market, it’s easy for customers to feel confused. And so, brands try to make purchase decisions easier for them. Beauty and cosmetics bundles are one such strategy that drives purchase decisions. This improves customers’ shopping experience.
Types of product bundles beauty and cosmetics brands can use
A study found that consumers save, on an average, 8% when they purchase bundles compared to buying products individually. But for eCommerce retailers, the challenge is to choose the types of bundles and bundling strategies. In this section of our beauty product bundling guide, you will learn the various types of bundles you can create for your beauty and cosmetics brand.
1. Makeup essentials bundles
When it comes to cosmetics, one of the best bundling ideas is to put together essentials. For example, facewash, lotion, primer, foundation, and similar such basic products.
This kind of bundle with basic products being offered at a discounted rate works well as it impacts human psychology. When customers see cost benefits and savings on products they buy regularly, they make quick purchase decisions. eCommerce retailers can use multi-pack bundle types for this strategy.
2. Skincare routine sets
Another type of bundle that does well in the beauty and cosmetics industry is based on themes, such as skincare. Skincare product bundling ideas include products such as cleanser, toner, moisturizer, face wash, etc.
This type of bundle can be further enhanced by creating skin care bundles for specific seasons, such as winter skincare, summer skincare; or bundles based on skin type, such as skincare bundle for dry skin, etc.
3. Seasonal glam kits
Beauty product bundling can also be based on seasonal luxury or glam themes. For instance, our skin requires different types of care based on seasons. One way to ensure consistency in sales is by offering seasonal glam kits, for example, summer glow bundle, winter hydration bundle, etc.
These bundles can also be offered as makeup and skincare gift sets. This strategy can also help to introduce new seasonal products via bundles. Besides this, brands can clear out unsold inventory by strategically bundling products.
4. Best seller bundles
Like every other industry, beauty and cosmetics also have bestsellers. For brands, this is a great opportunity to create bundles of best-selling products.
Best sellers can be combined with slow-moving products to balance out sales. Moreover, you can also club high-value products with best sellers to increase the value of the bundle.
Bestseller bundles also lead to a higher conversion rate because the products in the bundle get sold out at a much higher rate compared to others.
5. Beauty and cosmetics travel kits
Another effective skincare product bundling idea is to create travel bundles. Travel beauty and cosmetics bundles can be promoted by offering a discount during the holiday and travel seasons.
There’s a lot brands can offer through travel bundles. For instance, create bundles based on geography or locations based on the weather.
As travel season is limited to certain times during the year and is short, you could try FOMO and urgency tactics to increase the sale of these bundles. For example, ‘Get 25% off on a Summer Travel Bundle only this week’.
6. Customizable beauty bundles
Wherever there’s customization, its appeal instantly increases for customers. That’s because they can buy products that are more relevant to their needs.
So how do you create customized beauty bundles? An effective method is to keep one fast-selling or high-value product around which customers can choose other products they like and create their own customized bundle.
7. Event-ready collections
Beauty and cosmetics products are also in demand during special events, such as weddings and parties. By offering event-ready bundles, you can make customers’ experience enjoyable and add convenience.
Besides, there is a lot of scope for event cosmetics bundles. Think weddings, engagements, Christmas, New Year, and other special occasions.
Also read: Glossier Beauty and Cosmetics Product Bundle Strategy Breakdown for Shopify Stores
8. Gift sets
Offering beauty gift bundles creates opportunities for customers to buy unique gifts. It also reduces their gift-selection woes, making the shopping experience enjoyable.
Moreover, you can create a variety of bundles, such as makeup and skincare gift sets, bundles for him and her, birthday bundles, etc. To elevate the experience, you can think of packaging tips for beauty product bundles to make them suitable for gifting.
9. Starter kits for beginners
Another effective bundling strategy for beauty and cosmetics is to create starter bundles. This bundling strategy focuses on new products and also new customers.
For example, customers might not want to invest in full-size packs when trying a new product. But they wouldn’t mind buying a starter pack for trying out the products.
10. Subscription bundles
Driving recurring sales of bundles is possible with subscription bundles. Many beauty and cosmetics products need to be replenished within a month or every few months. Offering bundle subscriptions can benefit customers with discounted pricing, convenience, and savings.
For eCommerce retailers, subscription bundles are a way to keep customers engaged, satisfied, and build long-term relationships with.
11. Limited edition collab boxes
Another way to keep your customers engaged is by offering something new from time to time. For example, offer limited edition collab bundles. Collaborate with another brand to include complementing products in your bundles.
Such bundling strategies for beauty and cosmetics brands can create a perception of added value and excitement. Also consider exciting packaging tips for these beauty product bundles. Pack them differently to make them look exclusive.
12. Flash sale bundles
This bundling strategy for beauty and cosmetics products focuses on offering limited-period offers on bundles. It works on urgency and FOMO.
By combining products strategically, beauty brands can drive conversions via flash sale of bundles. For example, combine a new product or a fast-selling product with other slow-moving or high-value products in bundles.
With flash sale bundles, customers can get cost benefits and discounts and brands can increase sales and AOV.
13. Problem-solution kits
When it comes to beauty, many people have specific issues that need attention, for example, dry skin, acne, hair fall, etc. Problem-solution bundles are designed to meet these specific needs of customers.
Problem-solution bundles work well as they are targeted at specific goals and tailored to customer needs. The products in each bundle are more relevant to different customer segments as they address their pain points.
Examples of beauty and cosmetics product bundles
1. Pixi
This UK-based cosmetics and beauty brand’s bundles offer various options, from family bundles to beginner kits, to bundles that are created to target beauty issues.
2. Pure
Pure offers gift sets for skincare, body sets, facial bundles, and more. The bundle price is mentioned alongside the actual total price of all the products, which makes it attractive for customers to make purchases for discounts.
3. The Beauty Crop
The Beauty Crop offers a wide variety of bundles at special discounts. For example, customers can choose from mystery box subscription bundles, most-wanted bundle with best-sellers, summer special bundles, and more.
Get started with Shopify beauty and cosmetics product bundles
An effective strategy for Shopify beauty and cosmetics brands, product bundling helps increase AOV, engagement, sales, and profits.
With increasing competition in the beauty industry, it’s a must for brands to create new and better experiences for customers.
However, for an effective product bundling strategy, you will need a bundling tool for your Shopify store.
Meet Appstle Bundles & Discounts, an app designed for Shopify and Shopify Plus stores. The app offers a comprehensive set of features, including customized bundles, multiple discount types, and more.
Install Appstle Bundles & Discounts on your Shopify health and wellness store today!
