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How To Put Together The Best Possible Beauty Product Bundle For The Holiday Season—And Beyond


Brand owners and executives may think they don’t need bundles, but they’d be wrong, according to Melissa D’Aquila Chiofolo, co-founder of consultancy Beauty Breakthrough and former beauty buyer at the department store retailer Lord & Taylor. “Every brand should offer a bundle, at least during holiday. There’s always the opportunity to add value for your consumer and increase your average retail sale at the same time,” she asserts. “That perceived value gets them to spend a little more than they normally would. It can be harder to get a consumer to buy two individual products that add up to $38, for instance, than to buy a set that’s $40.”

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