@Dana Tan, thanks for the good words.
@Hampig I am more a marketing person than an SEO. From my perspective, you are missing the big picture. 13k people a month is nice, but unless your product is a super extra specialized niche product, you are tapping the wrong market. When I first started in this market I would take just about every client that walked in the door, now that I have more experience I turn about 50% of clients away. The reason being is they have hired me because I am an expert at something (even if it is just self proclaimed ) and if they do not take my advice, there really is no point in me being an expert. For that matter I could just be some salaried employee to them, that has no say.
That being said, I think who ever is making these decisions has not thought them through on the economic end. By trying to take the customer away from the store, the cost to acquire a customer is going to be at least double if not triple of what it is to obtain a new customer. Would it not be a feasible suggestion for the retail stores to keep their 13k customers a month and for you to get 13k new customers? You would essentially triple your gross income depending on what the mark down to wholesale is.
I am guessing you are like I was, a guy in a beauty industry, that has no direction. I have a client in this industry and let me give you some of my resources that I have used and tell you how they have worked.
Beauty boxes, there are a lot of them and if your product is cheap enough that you can give away samples they work awesome. The basic premise is that you give them a sample and a coupon for your shop. They send this out in their monthly boxes. The best thing about this is the reach. My rough estimates from a couple of months ago is their reach is between 250,000 - 400,000 boxes a month with the top several companies combined together. Basically what people do is pay between $12 to $25 a month, and every month they get a box of beauty products set to their home to test. Here is a huff post slide show about the top ones, I think birch is still the biggest. http://www.allure.com/beauty-products/2012/beauty-sample-services#intro
Reddit r/makeupaddiction is a good place to advertise, covertly post. The ROI I have from posting their is incredible. Spend 20 minutes thinking out a good post, and it picks up traction, I have posted 8k in sales off of one forum post. Don't be spammy though, it will back fire on you.
Specktra.net they are a large makeup community that has a great news letter reach. They send out season mailings like "Best products to buy for christmas" and things like that. They are strictly paid placements, so are their blog posts and just about everything on the site. But it doesn't appear that way, which makes them not a bad resource.
I have several other if this is a route you want to go, the ROI would be greater and cost to acquire a customer would be lower. It is a route worth pitching.