How beauty brands can cultivate hyper-loyal customers

From fractional shares to ever-more sophisticated loyalty schemes, the beauty sector wants to build closer relationships with consumers.

However, it’s an approach arousing interest in the beauty sector, where the competition to create long-lasting relationships with customers is particularly intense. Customers who were given fractional shares in US cosmetics retailer Ulta increased their monthly spend by 67 per cent, according to a two-year pilot study by fintech firm Bumped, as seen by Vogue Business. “Ownership changes the sentiment behind the transaction,” says Amy Dunn, Bumped’s VP of marketing and communications.

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