What is the best strategy to approach a large retailer like Ulta and Sephora?

With years of experience in the hair care industry, we've created a natural approach to scalp care promoting healthy hair growth. We are seeking placement in retail stores like Ulta, Sephora and Blue Mercury. Any advice is appreciated.

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Fred -

The obvious answer to this question is that you need to contact and contract with a manufacturer's representative who already placed product in major, retail makeup chains across the company. BUT the first thing a good rep will ask you is "What's different about you?"

Although I did not rep makeup during my career I am somewhat familiar with the category as I've consulted on MANY makeup projects with both QVC and HSN.

(Most respectfully) I went to the front page of your website and began to read the section entitled "About Our Skincare". The first couple of paragraphs seem like they could be on ANY makeup website. The testimonials in the scrolling section were nice but nothing said to me "Curenza is different from everyone else because of X, Y and Z'.

Imagine that at any given time there are HUNDREDS of companies trying to get their products placed into major national makeup retail chains. Now imagine that you've found a manufacturer's representative who has relationships with the retailers you mentioned - Sephora, Ulta, Blue Mercury etc. The rep is going to want to know immediately what unique value you offer the market? That is, what makes you different enough that retail chains will DROP other brands from their line up in order to include you?

Your website should be telling me this information 10 seconds after I land. I should have said to myself "Wow, these guys really have something different" but I struggled to figure out what that was that is different about you. It should have been in my face. This is your value proposition - what is unique about you to the market. And this is what will convince a rep that they need to do business with you and take on your line instead of another brand.

You will have to show whatever retail chain that what you have to offer is significantly more advantageous to them than what they are selling now because of features, quality, price, demand in the market etc.

I hope this helps.

Warm regards,

John T Clark

Hello John,

Many thanks for your extensive detailed reply and for taking the time to visit and review our website. I greatly appreciate your feedback and insight.

Yes, you make some very excellent points, one's that we have asked ourselves as we have developed our hair care line. Our site will be going through an evolution shortly to include the hair care products we are about to launch and a revision of the information which currently appears. Many of your points will be addressed. We are always learning about ways to improve, and your feedback stresses the points that need focus and attention.

Kindest regards . . . Fred

Fred Sapienza

CURENZA Professional, LLC

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