The secret to a beauty business that lasts
“How may I tempt you today?”
You hear this as you walk through the doors of a tiny shop hiding in a heritage building. Before you see who's behind that voice, you are overcome by the romantic scent of jasmine and santal. You’ve stepped into a different dimension where time does not exist, and it smells beautiful.
As you scan the store, you see the most gorgeous ornate perfume bottles displayed in front of colourful boxes with words like “elixir” and “eau de parfum.”
You finally find the source of those magical words. It’s a petite woman with a short bob and glasses bigger than her face. You can only see her head as she’s behind a big wooden counter. She smiles at you and invites you to have a seat.
She grabs three vials of perfume – magic potions– and dabs a single drop of each on your skin. You’ve never smelt anything like this before. Every single one is more enchanting than the last. The experience is personal, pure and perfect. You immediately know you’re leaving with something today, even if that wasn’t your intention.
You wish you could just bottle up this moment and use it as your comfort signature scent. “
This was my experience at The Perfume Shoppe (TPS), also referred to as “Vancouver’s best-kept secret” by those of us lucky enough to have stumbled upon it. This independent perfumery has been around since 1990, owned and operated by the petite woman with the short bob and glasses.
This small independent shoppe tucked in a heritage building pays $0 in advertising and has bare-bones marketing—just a sign outside the building, a website and an Instagram page. No ads. No Tik Tok. No email.
We all want our business to last, and we’re not in it for a quick buck (if you are, this might not be the right place for you). We want a sustainable business that people will keep coming back to, like The Perfume Shoppe. So…
What can we learn from a store that has been buzzing for over 30 years in one of the most expensive cities in the world with no advertising?
Know your clientele
TPS knows they’re not for the Sephora customer who is after the latest viral fragrance or fourth reincarnation of Dior Sauvage. They are for fragrance enthusiasts and connoisseurs who look for hard-to-find niche brands.
Your brand is not for everyone, and that is actually a good thing! You developed your products with a specific situation, concern and person in mind. Not everyone will relate to that, but those who do will feel heard and seen.
Know what’s important to your customer, what worries them and what they want most in the world. Get specific. The more you know, the better you can communicate with the people most likely to love your brand.
Build loyalty
TPS has a loyal following of super fans, some of which have been shopping there for decades. They go in regularly to replenish their signature scent and grow their collection. They spread the word and bring their friends.
It feels so darn good when someone buys from you. It feels even better when they come back to you. Customer retention is essential for the sustainability of your business. It’s less expensive to keep a happy customer than to acquire a new one. Plus, repeat customers spend more on your business.
How are you building brand loyalty? Subscription programs, membership programs and email marketing ( as long as it’s intentional and actually adds value) are a few ways you can keep your clientele engaged. Don’t be afraid to show appreciation and tell them how much they mean to you. After all, everything we do is for our customers.
Be known for one thing
While there are other places to get a niche fragrance, what keeps people going to TPS is the experience. The owner has developed a unique fragrance-fitting technique to help her clients find a perfume that perfectly matches their essence. This experience builds a special connection that hooks people in and keeps them coming back. This experience cannot be bottled up and sold.
This one thing is something only you can deliver.
For some brands, it’s their mission and values. Glotanicals cares about making the world a better place, so they’re creating truly sustainable skincare and plant a tree with every sale. They appeal to those who are environmentally conscious but still want to care for their skin.
Other brands are known for their innovative technology. Soke Beauty developed a unique hydrogel mask capable of providing visible results in only 30-minutes. Those of us who want major results from our skincare go bananas for something like this.
So, what’s your one thing?
Delight with the unexpected
There’s a reason I’m dedicating a space on my website to this shoppe. I was absolutely delighted by the entire experience. From the moment I stepped in and heard those words that still ring in my ears to the moment I smelled the first fragrance. It was unlike any other shopping experience I’ve had.
We’re more likely to remember things and moments if they spark an emotion. So, how can you create an experience that evokes positive emotions?
Here are some of my favourite ways I’ve been positively delighted by brands:
A fun quiz to find out my hair texture
Seeing my name on an email that’s not meant to sell me something
A surprise sample personalized based on my order
A follow-up email or DM from the owner asking how I liked the products
Classic Australian treats with my order
Handwritten thank you notes
A birthday gift and/or birthday email
An email and social media post explaining why they’ll have to increase their prices (love the transparency)
Do you see how everything is connected? Knowing your clientele ensures you’re talking to the right people and you’re clear about your one thing. Your one thing and delighting with the unexpected gets people in the door, coming back for more and talking about you.
The Perfume Shoppe has found its success because by centring everything they do around its customers. While I do NOT recommend avoiding marketing, there’s an important lesson here. Everything you do should be with your customers in mind, from your messaging to the experiences you create and the content you put out.
One last note: If you’re in Vancouver and want to treat yourself to a delicious experience. I recommend you visit Naz at The Perfume Shoppe. It truly is a magical place.
