The modern beauty industry is complex indeed. Companies in this highly competitive arena succeed only when they connect their many products to the needs and desires of ordinary people. These are consumers looking for a brand they can trust and rely upon when it comes to their own self-image. Every product is a personal connection, not just a commodity. One such company – Belcorp – has successfully made this connection with its customers for years. But in today’s multichannel environment, that also poses an ongoing marketing challenge.

Large, national retailers – and even smaller, regional ones – often must cope with several logistical and market challenges. One of these is the rapid proliferation of media channels. In each one, they must establish a good relationship with current and potential customers, preserving the retailer’s brand without sacrificing accuracy or time-to-market with each campaign.

The weekly circular has long been a staple marketing and advertising tool for grocery chains and other large retailers. To cope with the disruptions of digital media, retailers have experimented with various ways to cut costs, sometimes discontinuing the printed versions of circulars (especially as newspaper inserts) only to bring them back in other ways. Recently, a national grocery retailer paused the printed versions of their weekly ads but then brought them back as regular mailers, with targeted promotions and QR codes to take customers to sale items on the website.