The Groupon-ification of packaged goods is taking another step forward as beauty-review site TotalBeauty.com today launched the first of what CEO Emrah Kovacoglu expects will be many deep-discounted voucher offers for beauty products.
Total Beauty Deals launched at around 1 p.m. EST with an offer of $25 worth of E.L.F. cosmetics for $10 and redeemable through EyesLipsFace.com.
The beauty deal comes less than a week afterGeneral Mills became the first packaged-goods player to dip its toe in the daily-deal water by offering via Groupon a 12-item assortment of packaged food valued at $40 for $20 to be direct-shipped to consumers in San Francisco and Minneapolis.
And while traditional CPG couponing players Valassis Communications and News Corp.’s SmartSource so far haven’t done their own deep-discount daily deal propositions, that isn’t stopping CPG brands from giving it a try.
Part of the impetus for Total Beauty Deals is to go beyond the top 100 beauty brands that have been the biggest advertisers on the site to create a proposition more meaningful to the other 1,300 or so brands in the TotalBeauty.com review database that aren’t necessarily big ad spenders but would like to reach consumers with compelling offers, Mr. Kovacoglu said.
“Consumers get to discover new brands or new products from brands and choose those products themselves vs. getting sent a sample that may appeal to them or not,” he said. “It’s great for the brand, because when you look at the margins of beauty brands, this becomes positive ROI for them from day one, as opposed to sampling programs.”
Mr. Kovacoglu, a veteran digital marketer from Procter & Gamble Co.’s CoverGirl business, said at typical beauty margins, even products sold at deep discounts of 50% or more still represent positive gross margins for marketers, unlike sampling, which doesn’t guarantee a positive ROI.
“The cost of goods for many of these brands are 10% to 20% of the retail price,” he said, “so they’re still making money.”