Increase Your Sales

December 03, 2017

Increase Your Sales

By Michael Brown @mbrown_beauty michaelbrownbeauty.com.au

Every beauty brand has its own identity and messaging, which requires a point of difference at point of sale, one that should be portrayed at all times by the beauty advisors.

Each beauty brand will also attract a certain consumer…some will target a wider audience and some, a more specific market, with age groups, skin type, trends or ingredients being the main attraction.

As a beauty advisor and/or retail makeup artist, we all have our personal favourites. After all, we too are consumers. However the brand we represent, must be the messaging we present to our audience, being our customer - hence why we must align ourselves with brands/product we would actually use. This is such an important part of ‘being true’ in retail and to your repeat business.

My personal experience with makeup started when I was a dancer growing up…on stage, we had to use certain techniques to open our eyes and give structure to our face - this is now commonly known as contouring!

So when I started working as a retail makeup artist within department stores all over W.A. back in 2000, all my customers got smokey eyes and red lips, with a bit of contouring, something I loved and thought, who wouldn’t love that look?

But, in retail, we are all about sales + customer satisfaction and when I looked around at other beauty advisors, their makeup skills may not have been as advanced, but they were getting sales, something that took me a while to understand and I had to know why!

I went on a learning curve and found out it was all about them not me!

Speak to your customer, find out her lifestyle, her concerns, her needs for makeup and from there design a look suited to her, she then has ownership that the look/products are prescribed to her only and are easy to follow throughout her lifestyle.

This is why your own personal image when representing a brand’s messaging, needs to be aligned, so you attract the right customer to your counter.

  • Be on brand
  • Know your customer
  • Understand it’s about THEM not YOU
  • Provide a solution to THEIR concerns -don’t create new ones by over selling or complicating
  • Teach them, don’t scare them



Also in Hot Off The Press

NEW EYEFIX-360 POWERED BY SAPPHIRE
NEW EYEFIX-360 POWERED BY SAPPHIRE

October 15, 2018

Following many years of research and development, the pearly white new eye cream from Skin Physics®, EYEFIX-360®, has arrived, and it’s a game changer in the world of anti-ageing eye creams. Most eye creams either promise instant effects or long terms results; with little being able to produce both...until now. 

Read More

Sirens of Scent
Sirens of Scent

October 15, 2018

Whether you have a high roller budget, or a shoe string discretionary spend would you ever purchase a fragrance you just don’t like…and then wear it? A fragrance is your sensory signature, it’s your lasting sensory impression you leave with the one you encounter. A woman or man’s relationship with their fragrance is an intimate bond. The scent of a fragrance allows you to be creative and individual, to create an alter ego or choose a particular persona - you choose who you would like to be that day.  

Read More

In Cosmetics Asia – focus on hydration
In Cosmetics Asia – focus on hydration

October 12, 2018

Asia remains the dominant player in global skincare sales, with consumers across the continent “obsessed with” seeking to achieve flawless skin that is clear, luminous and seemingly transparent. To help cosmetic manufacturers tap into this growing trend for the appearance of glass-like, cloudless skin, in-cosmetics Asia (trade show) has announced hydration and haircare as two of these major focuses of its Spotlight On areas this year.

Read More