CHANNELISING DISTRIBUTION

The distributors are an integral part of the beauty industry ecosystem. They collaborate with the brands and ensure that the products are distributed to all the salons with a smooth and hassle free process. However, The last two years have been the most challenging ones for the entire beauty industry due to the pandemic including the distributors. Priyanka Parshurami connects with the key distributors of the beauty industry to shed light on pros and cons of being a beauty distributor in the e-commerce age.

CHIRAG SHAH Director, 28 South Venture

Pros -Loyalty strengthens between the salon and distributor through personal touch and communication -Salons can be rest assured about the products as they can touch and feel the products before buying -The clients and the staff is well updated with constant trainings and look and learn sessions

Cons -The reach of e-commerce is more as compared to the distributors -The investment is low with regards to the physical distributors

VIVEK DESAI Founder, Markwell Tradelinks

Pros -Being an exclusive dealer of any particular company gives direct connection with a company with lots of different exposures -No risk of any duplication of product -Educational support from companies is always an additional asset

Cons -In an open market, like today’s world, online competition is a very big threat to a dealer -Products available at unreasonable rates in markets are also a hurdle for dealers’ business

PRAVEEN MAHESHWARI Superstockist, Kolkata

Pros -Distributors have created good brand visibility in the market over the years -Market awareness has been created in the masses, which has helped in penetration -The probability of getting duplicated products is zero as they liaison directly with the brand -Distributors can give a touch and feel experience which is utmost important in the beauty industry. They also arrange seminars for new product launches.

Cons -E-commerce has eaten away the market share of the distributors -Post COVID, salons have also started buying from online channels -E-commerce has created impulsive buying amongst the people -Discounts offered by the e-commerce is sometimes huge then the distributors can offer