"Many beauty product customers, most of whom are female, normally have brands they like for each product they normally use - skincare (lotion, moisturizer), foundation, eyeliner, eyeshadow, blush, lipstick. But they are always open to trying new items, which is why places like Sephora are so popular. People can try them to see if they like the color, texture, etc. However, with an online retailer, customers can see reviews that let them know the pros and cons of the product. Since the company already has a good base of retail customers, many of whom are likely to purchase beauty products, they can start by including samples of their beauty products as gifts in existing customers' orders, both in stores and online. They can offer different gift options to choose from per order, hopefully customizing it based on client segments/preferences. Start with the loyal customers first so they can drive the most desired marketing channel of all - word of mouth. If they order more beauty products after trying their sample, they could get special discounts or additional gifts. I also think leveraging their website would be key - recommending beauty products based on the clothes or shoes they are looking at so they can plan their looks top to bottom. They can also hire social media influencers to promote and review their new beauty products - makeup gurus on Instagram and youtube. There are also Google keywords and ad analytics to lure customers exploring certain ideas to the brand/site."