The eponymous makeup and skincare brand is made available across Australia through a range of retail relationships. One such channel is the independent retailer – a beauty specialist or an independent pharmacy – who partners with Napoleon Perdis Cosmetics as a stockist. Together they build customer loyalty through a strategic business plan which is supported by Napoleon Perdis Business Education Executives. Stockists receive visits every four to six weeks from the BEEs and during these visits they go through a three-point service model in which they discuss how the stockist’s sales are tracking, provide training with staff members and help in recruiting customers and clients introducing them to the Napoleon Perdis brand. The BEEs also work with partners and strategise how to make their business have a point of difference in their environment.
Napoleon opened the company’s recent Partner Workshop at Park Royal hotel in Parramatta confirming the importance of a consciousness of intimacy. The independent retail market is challenged today, with competition all around, says Napoleon. “With social media telling more than the truth we have to look at authenticity. The greater level of engagement comes with greater authenticity,” he says. Being able to interact with a customer in real time brings us back to realness.
Napoleon Perdis Cosmetics has always established itself both in cities and smaller towns to reach ‘everyone’. “We want to go to places where we can work closely with the Partners. Places where we can be intimate. Where the people are family focussed.” Driving this communication message home, Napoleon told the Partner delegates they could contact him at any time and he gave them his own business email address. “We’re in it together” he said.
Peter Sintras – Head of PR and Communication – reinforced the role Napoleon himself plays in the company’s marketing, saying “Napoleon is a master of PR and networking.” Today there are three distinct voices of the brand: Napoleon Perdis – the makeup artist in the media; Global Makeup Artists – the leading makeup artists with their own voice across consumer and trade media; and Lianna Perdis – Napoleon and Soula-Marie’s eldest daughter who is leading the succession planning, becoming a spokesperson, brand developer and model.
“Building the voice of the brand helps customers understand who Napoleon is when they come into your shops,” says Peter.
Napoleon presented a makeup workshop on two models assisted by Kate Squires - Vice President of Creative, and Rebecca Prior – Vice President of Education. Makeup is not just a visual thing, says Napoleon: “Makeup affects the way we feel. It is a tool that affects our humanity. It is about asking questions. The focus with every client whether they are a celebrity or a customer in our shop is to listen to what they are saying about themselves. I love living and breathing what the next customer wants,” he says. “We are service providers and it’s important to remember that.” Napoleon stressed the importance of the consultation conversation and not labelling yourself as a particular kind of makeup artist. Lend your hand to a flexible range of offers – the 90-minute special occasion make-up right through to the quickie day-to-night touch-up, “Otherwise someone else will take the opportunity and you’ll lose your role as the Napoleon Perdis Influencer.” Wise words. “Allow your customer to do her little things with you, because then she’ll do her big things with you.” You don’t need to have thousands of followers, it’s engagement you want, says Napoleon. “Give your customer an authentic, real, engaged experience and she’ll be loyal to you and your store.”
Napoleon concluded by talking through the introduction of Lianna Perdis, his eldest daughter, to the business. At 17 years of age, Lianna is a model, recently appearing on the front cover of Harper’s Bazaar; she has created a sub brand, Total Bae to appeal to a younger customer; she is a conscientious student and girl about Athens. Look out for Part II of the Napoleon Perdis Partner Workshop in the October issue of esprit Magazine with business tips from Emanuel Perdis and Tracy Schembri.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.