Most youths today would know of the benefits of having a good skincare routine. Technologically-savvy and vanity-driven, they would scour the Internet on the latest beauty trends or product releases, devour reviews by influencers or beauty writers, scrutinise the comments by fellow netizens, and occasionally seek recommendations from their social circles before deciding on a skincare product or two. The goal? To alleviate any prevailing skin issues or to maintain that healthy, glowing radiance on their skin.
But no matter how thorough they are, many still do make the mistake of purchasing the wrong products for their skin. Many, myself included, have inevitably applied skincare products that are not compatible with their skin. This, coupled with tight budget constraints, makes it even more challenging for youths to afford the best and most apt skincare routine.
Related Article: How Beauty Giant Paula’s Choice Skincare Is Working with Younger Buyers Today
To educate, empower and to help youths afford a suitable skincare routine, Paula’s Choice Singapore has partnered with hoolah in 2019 to make their arsenal of quality skincare products even more affordable.
“Most younger consumers have really tight budget constraints,” says Sophie Soh, Marketing Director of Paula’s Choice Singapore. “They often only purchase one to two quality products in their skincare routine and replace the rest of their routine with p[roducts that actually damage or sensitise their skin in the long run.”
“The greatest challenge in working with our younger customers is educating them about the importance of that initial investment in a proper skincare routine,” she adds.
“hoolah is not just a payment method, it’s also a brand that has outstanding values that resonate with ours’. That kind of synergy means higher satisfaction levels for our customers all around.”
— Sophie Soh, Marketing Director of Paula’s Choice Singapore.
In an exclusive video interview, Sophie shares how hoolah’s “Buy Now, Pay Later” methodology resonates with and appeals to a younger audience demographic. At Paula’s Choice Singapore, customers aged between 18 and 25 years old do favour using hoolah to checkout, with many of them settling their purchases with debit cards.
“These customers were also purchasing on an average basket size of 20% higher than our normal customers,” she says.
Sophie is also impressed with hoolah’s meaningful marketing campaigns. For their Mothers’ Day campaign this year, Paula’s Choice Singapore and hoolah collaborated to gift a lucky mother a series of skincare products. While for Hari Raya this year, the two organisations offered customers an option to donate their cash back to the Covid-19 fund.
“These campaigns are so meaningful and they speak to the heart of our consumers and to us as a brand,” Sophie says.
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