Bundling products has become one of the smart ways to boost sales, increase AOV (Average Order Value), and make shoppers happy. When done right, it can help brands stand out and grow profits.

Let’s explore how beauty brands can get better at bundling their products.

1. Offers Exceptional Value

• Cost Savings: Bundling products allows shoppers to purchase multiple items at a discounted price, making them feel they're getting more for their money.

• Convenience: Shoppers love bundles that make it easier to choose matching products, like a full skincare routine or a ready-to-use makeup set.

2. Aligns With Shopper’s Needs

• Customization: Offering "build-your-own bundles" lets shoppers choose the products to their preferences, meeting their unique skincare or makeup requirements.

• Targeted Solutions: Bundles can be designed to address specific concerns, such as "Anti-Aging Essentials" or "Acne Care Kit," creating a direct connection with the shopper’s needs.

3. Drives Sales Through Trends

• Seasonal Themes: Seasonal bundles, like a "Summer Glow Kit" or a "Winter Hydration Pack," leverage on changing consumer needs throughout the year.

• Trending Ingredients: Bundles featuring popular ingredients like hyaluronic acid or vitamin C attract trend-savvy shoppers.

4. Encourages Shoppers to Try New Products

• Bundling a popular product with lesser-known items encourages shoppers to try new products they might not have purchased individually. For example, pairing a best-selling cleanser with a newer toner or serum.

5. Boosts Average Order Value (AOV)

• Shoppers are likely to spend more when purchasing bundles rather than individual products, increasing the brand's revenue.

Bundling supports cross-selling and upselling by strategically encouraging shoppers to purchase more products and increasing their overall spending

Towards the end of the blog we have shown how few beauty brands are using product bundling.

1. Encouraging Cross-Selling Through Complementary Products

Cross-selling involves offering additional products that complement the shopper’s primary purchase.

• How Bundling Helps: Bundles naturally combine complementary items, showcasing how well they work together.

• Example: A "Glow Kit" that includes a highlighter, bronzer, and setting spray encourages shoppers to try products that complement their existing makeup routine.

• Shopper’s Benefit: Shoppers feel they’re completing their regimen or getting everything they need in one go.

2. Upselling With Premium or Larger Bundles

Upselling involves persuading shoppers to choose a more expensive option or additional products.

• How Bundling Helps: By creating tiered bundles (basic, deluxe, premium), brands encourage shoppers to upgrade to a higher-value package.

• Example: Offering a basic skincare duo (cleanser + toner) and a premium bundle (cleanser, toner, moisturizer, and serum) nudges shoppers toward the more comprehensive set.

• Shopper’s Benefit: Shoppers feel they’re getting better value by paying slightly more for the added products.

Here are some examples of cross-selling and upselling strategies using product bundling for skincare and cosmetic brands:

1. For a Skincare Brand

Cross-Selling Example

Bundle: "Hydration Heroes Set"

• Includes: Cleanser, Hydrating Toner, and Moisturizer

• Goal: If a shopper is buying a cleanser, the bundle introduces complementary products (toner and moisturizer) to complete their skincare routine.

• Shoppers Perception: "I need all these steps for glowing skin, and this saves me time and money."

Upselling Example

Bundles Offered:

1. Basic Bundle: Cleanser + Moisturizer

2. Deluxe Bundle: Cleanser + Toner + Moisturizer + Face Serum

• Goal: Encourage the shoppers to spend more by highlighting the added benefits of the serum in the deluxe bundle.

• Tactic: Use phrases like, "Upgrade to the Deluxe Bundle for just $10 more and get a serum worth $30!"

2. For a Makeup Brand

Cross-Selling Example

Bundle: "Everyday Eye Kit"

• Includes: Eyeliner, Mascara, and Eye Shadow Palette

• Goal: If a shopper is buying mascara, the bundle encourages them to also grab eyeliner and a complementary eyeshadow palette to create a complete eye look.

• Shopper’s Perception: "I can create a full eye look with these products, and it’s cheaper than buying them separately."

Upselling Example

Bundles Offered:

1. Standard Bundle: Eyeliner + Mascara

2. Premium Bundle: Eyeliner + Mascara + Eye Shadow Palette + Brow Pencil

• Goal: Nudge the shopper toward the premium bundle by emphasizing the savings and the value of the added products.

• Tactic: Use a visual comparison showing the cost savings in the premium bundle versus buying each item individually.

Why it Works for Cross-Selling and Upselling

• Shoppers feel they’re getting curated value when products are bundled, which makes it easier for brands to introduce new products (cross-sell) or encourage higher spending (upsell).

• Bundling aligns with the psychology of value perception, where shoppers believe the overall deal is better than individual purchases.

How to Attract the Shoppers to Purchase Bundles

Attracting shoppers to purchase bundles requires a strategic approach that highlights their value, convenience, and exclusivity. Here's a detailed plan to make your bundles irresistible and increase sales:

1. Showcase the Value of Bundles

• Emphasize Savings: Clearly communicate how much shoppers save compared to buying products individually.

  • Example: "Save 25% when you buy the Ultimate Skincare Bundle!"

• Break It Down: Show the individual prices and bundle price side by side.

  • Example: "Worth $80, now only $60!"

2. Offer Exclusive Products or Freebies

• Exclusive Items: Add limited-edition or bundle-only products to increase desirability.

  • Example: “This lip gloss shade is only available in the Glam Makeup Bundle.”

• Free Gifts: Include a freebie to make the bundle feel like a better deal.

  • Example: “Get a free jade roller with our Deluxe Anti-Aging Kit.”

3. Create Themed Bundles

• Curate bundles around specific themes or goals to attract shoppers with particular needs.

  • Examples:

    • “Glowing Skin Essentials” (Cleanser + Vitamin C Serum + SPF)

    • “Date Night Makeup Kit” (Lipstick + Eyeliner + Mascara)

    • “Winter Hydration Bundle” (Moisturizer + Face Oil + Hydrating Mask)

4. Highlight Convenience

• Appeal to busy shoppers by promoting bundles as a time-saving solution.

  • Example: “All your skincare steps in one easy kit—no need to shop for individual products.”

Cosmetic Brands on Shopify that Use Bundles:

💄 Kylie Cosmetics: Kylie Cosmetics offers fixed bundles where complementary products are sold together at a discounted price. For instance, they bundle a lip liner with a matching lipstick, encouraging shoppers to purchase both items together.

💄 Glossier: Glossier provides curated sets that combine popular products into a single package. These pre-built bundles are designed to offer a complete skincare or makeup routine, simplifying the shopping experience for shoppers.

💄 Testique: It provides customizable product bundles, allowing shoppers to build their own makeup kits. Their 'Essential 8' set includes eight essential makeup products in travel-friendly, stackable packaging, offering convenience and versatility for makeup on the go.

✳️ Here are some strategies beauty brands can implement to boost sales, beyond just offering product bundles:

1. Personalization

• Quizzes & Recommendations: Offer a personalized product quiz to help shoppers find products tailored to their skin type, tone, or preferences (e.g., shade match or skincare routine).

2. Loyalty Programs

• Reward shoppers with points for purchases, referrals, and reviews that they can redeem for discounts or exclusive products.

3. Limited-Time Offers & Seasonal Campaigns

• Create urgency with flash sales, seasonal products, or limited-edition collections.

4. Eco-Friendly Practices

• Highlight sustainable packaging or refillable products to appeal to environmentally-conscious shoppers.

• Launch recycling programs where shoppers can return empty containers for discounts.

5. Free Samples and Gifts with Purchase (GWP)

• Include free samples in every order to encourage shoppers to try new products.

• Offer a free gift for purchases over a certain amount to incentivize higher cart values.

🌿 The Rise of Vegan and Cruelty-Free Beauty

Vegan Beauty

Refers to products that do not contain any animal-derived ingredients (e.g., beeswax, lanolin, or carmine).

Cruelty-Free Beauty

Ensures that products and their ingredients are not tested on animals at any stage of production.

Vegan beauty products resonate with modern consumer values that connects well with ethical reasons, environmental impact, and health benefits, which increases the brand’s loyalty.

In the beauty industry, bundling is more than pairing products—it’s about creating value and experiences that speak to shoppers. For brands, it’s a smart way to grow, keep shoppers engaged, and stand out in the market :)

Click here to explore more about the trendsetting beauty stores on Shopify!