The foundation of any beauty brand lies in how consumers experience the products. Other than great packaging and heavy advertising, there are other details that consumers need to make a purchase decision. A fair amount of product knowledge, application of the product and its long-term benefits are some of the things that also need to be communicated to favourably tip the consumer’s buying decision. Having a smart team of beauty advisors who live, breathe and experience the brand can very well define the success or failure of any beauty or wellness brand in Offline Channel.
Let’s take an example of Quasi Cosmetics, an upcoming beauty brand that recently ramped up its presence in supermarkets and multi-brand beauty stores. To get better visibility and faster market share, they deployed in-store promoters for their chemical-free, paraben-free range of lipsticks, eye pencils and eyeshadows.
Animesh Sahu, their North RSM was glad that a staffing agency had approached them to provide contractual beauty advisors/promoters. Since it was a common practice to get a manpower agency that also had a technology solution, he went ahead and took their mobile solution that helped him track the BA performance status etc. But one month down the line, his ASMs started noticing some issues and complained.
“Sir, the promoter at Sephorina was missing from the store for more than 3 hours last Wednesday. I only found out today when the store manager told me. When I called up the coordinator at the staffing agency, he said that it’s not possible, and now I don’t know who to trust. Another ASM quipped, “Sir, can’t we get real-time access to data on Promotor Discipline? That way we can take corrective action on the spot rather than waiting for the evening report from our agency or for the store manager to tell us what to do.”
