When someone returns a cosmetic shade, it's not a failed sale but a chance to find the right color. Brands that follow up with better recommendations keep customers and avoid negative reviews that can damage small beauty businesses.
Gabriel, you you said that a shade return, which is a shade related color in color cosmetics, it's it's an unfinished purchase, not a failed purchase. What do you mean by that?
I think a lot of times consumers can be redirected to a shade that they like, that they're happy with. I think if you're purchasing especially cosmetics on a DTC website, you your interest has been piqued. Is it through performance marketing or in retailers or whatever? And I think again. And once the conversion happens, they actually want to be told what they want from your brand if they're unhappy with what they purchased, which is great for me because then I can get them back in the funnel. But I do think, yeah, it's an opportunity to, you know, have them— retain the relationship with them and give them a product that they're happy with. Because if they're unhappy, we spoke about reviews briefly yesterday, and I think that that has a really detrimental effect on small businesses too.
