Whereas most influencers use their attractiveness, persona, and aptitude for make-up functions to “promote” customers, in line with Sarah Chung, CEO of the Los Angeles-based B2B internet and cell instrument, magnificence consultants are huge enterprise Retailers making actual connections in IRL Worldwide Touchdown. And with the return of in-person procuring as Covid restrictions ease, the position magnificence advisers play in guiding customers to acceptable manufacturers has been extra related than ever.
However how nicely do these consultants grasp the merchandise that matter most to them?
Sort: BeautyFluent. Touchdown Worldwide’s newest cell app, developed by Chung, places the facility of affect the place it belongs: within the arms of magnificence consultants. Based on Chung, the app equips them with the appropriate instruments they should do their jobs successfully.
Based in 2016, Touchdown Worldwide serves as a B2B internet and cell instrument to assist rising magnificence and wellness manufacturers achieve retail by connecting them with buyers and serving to them establish and discover the appropriate retail companions.
Earlier than shifting to LA, Chung beforehand labored in New York the place she helped manufacturers write enterprise plans to lift cash and entry shops like Sephora and CVS. When Touchdown Worldwide launched six years in the past, the thought was for manufacturers to work straight with retailers to supply transparency on the best way to entry buyers, Chung stated. Because of this, the platform has helped quite a few indie magnificence and wellness manufacturers discover their approach into US retailers, together with Ulta, Goal, Dermstore, Nordstrom, and Revolve.
“We have delved into the manufacturers much more than we initially anticipated,” Chung stated. “And we have been hoping to do enterprise and advertising and marketing coaching inside the retail channel, so the thought for coaching initially got here on the platform.”
She continued, “We’ve got a characteristic [in BeautyFluent] named “Coaching Writer”. It might mainly flip your branded catalog that you’d present to buyers into an exterior web page which you can present to a retail affiliate.”
The app, she says, not solely helps join magnificence consultants with the manufacturers they love, but in addition offers them the sources they should unfold probably the most impactful info to potential clients, whereas additionally utilizing them to make an impression to reward.
To bridge the retail training hole amongst Magnificence Consultants, a few of whom usually are not on web site when model representatives go to shops, BeautyFluent helps these Consultants ship and obtain product info with the scanning of a barcode. After that, they’ll get detailed product info and demonstration ideas in order that they’ll find out about new merchandise conveniently.
Coaching as a magnificence guide, greater job satisfaction
“Magnificence staff want one thing that is fast and quick and on-the-go,” Chung stated. “That’s how the thought of BeautyFluent took place. Primarily based on a survey we performed of magnificence staff, we realized that 100% of them say they might be extra more likely to suggest a product in the event that they have been skilled, however 91% imagine they usually ask for a product or being requested from a model they aren’t fluent in. Our app is designed to offer gross sales reps the data they should do their jobs.”
She continued, “What we maintain listening to is that magnificence staff really feel underappreciated and unequipped to do the work they’re imagined to do.”
Based on Chung, The Nice Resignation and staff’ have to really feel related to the locations they work suits what BeautyFluent is about: “Making a vibrant neighborhood the place they can’t solely entry coaching info, but in addition entry content material and even dwell occasions,” she stated.
After coaching and taking brief assessments of their studying experiences, Advisors can earn factors that they use to redeem merchandise they wish to attempt, much like Sephora’s factors program. BeautyFluent rewards are delivered on to the Magnificence Marketing consultant’s residence. As well as, BeautyFluent’s “Magnificence Fluencers” can have entry to a web-based discussion board the place they’ll share their private experiences from the purpose of sale and publish profession alternatives.
BeautyFluent goals to supply magnificence consultants with the coaching they really feel Chung is lacking, elevated job satisfaction, better sense of objective and potential for progress.
Magnificence Consultants can ship manufacturers suggestions after every product they fight by BeautyFluent. The characteristic creates a private connection between manufacturers and sellers, says Chung.
Following its launch in April, BeautyFluent will probably be utilized by 1,163 Ulta Managers and Magnificence Consultants at JC Penny Shops. The BeautyFluent crew is getting ready to return out of beta later this yr and continues to construct on their various neighborhood. For instance, it is engaged on a characteristic that may permit manufacturers with superstar founders to carry dwell Q&A periods with magnificence consultants and extra.
BeautyFluent will be downloaded from the App Retailer.