In the dynamic world of retail, the intersection between fashion and cosmetics has become a captivating arena for brands to engage with their customers. From navigating customer relations to maintaining vibrant communication, the strategies employed by industry leaders offer valuable insights. This article delves into the modus operandi of two renowned brands, Layla Cosmetics and Avon, as they navigate the intricate landscape of customer engagement and loyalty.Forging Authentic Connections: The Layla Cosmetics Approach
Embracing Transparency and Relatability
Layla Cosmetics, a Milan-based company founded in 1936, has carved out a niche in the production of nail varnish, now distributed in over 3,500 sales outlets. CEO Babila Spagnolo emphasizes the importance of authenticity in the brand's communication strategy. "No filters, no deception: on social media, I am myself," she declares. This approach resonates with consumers, who seek genuine connections in an increasingly digitized landscape.Spagnolo's personal involvement in the brand's social media presence has been a game-changer. During the COVID-19 pandemic, she pivoted away from the traditional blogger collaborations and instead opted to engage directly with customers as brand ambassadors. This shift has paid dividends, with the brand's Instagram following skyrocketing from 15,000 to 107,000 followers.
Fostering Trust Through Transparency
Layla Cosmetics' commitment to transparency extends beyond social media. Spagnolo recognizes that the beauty industry is often plagued by "fake and unreachable" communication, which can alienate ordinary consumers. To combat this, she has made a conscious effort to showcase the product experience on "non-perfect faces," using humor and relatability to connect with her audience.One such example is the launch of the brand's mascara, "The Longer The Better," which featured a collaboration with adult film star Rocco Siffredi. This unconventional partnership not only generated buzz but also helped Layla Cosmetics achieve a 0.7% share of the Italian mascara market, a feat Spagnolo is rightfully proud of.
Building Personal Connections
Layla Cosmetics' success is rooted in its ability to cultivate personal connections with customers. Spagnolo's dedication to engaging directly with her audience has resulted in a level of familiarity that transcends the traditional brand-customer dynamic. "To this day, despite my hectic schedule, I launch products live, avoiding communication–quite common in the beauty world–that is fake and unreachable for ordinary women," she explains. This commitment to authenticity has led to customers referring to Spagnolo as "Layla" rather than her given name, Babila, a testament to the brand's ability to forge genuine relationships.
Avon's Consultative Approach: Empowering a Community of Brand Ambassadors
Redefining the Sales Force
Avon, the iconic cosmetics company with a history dating back to 1880, has long been a pioneer in the direct-to-consumer sales model. Arianna Gallicchio, the head of communication media and advertising at Avon Cosmetics Srl, emphasizes the importance of shifting the perception of their sales force. "Don't call them salespeople: ours are consultants," she asserts.Avon's network of over two million consultants worldwide, 50,000 of whom are in Italy, are not merely sales representatives but rather brand ambassadors and a loyal community. These consultants are attracted not only by the financial opportunities but also by the flexibility, minimal hierarchies, and the ability to work on their own terms.
Fostering a Personalized Customer Experience
Avon's customer engagement strategy revolves around leveraging the personal relationships and knowledge of its consultants. Through the brand's catalog, customers can enjoy a tailored experience, with consultants recommending the most suitable products based on their understanding of the individual's needs and preferences.However, Avon has also embraced the digital landscape, offering consultants the option to forgo face-to-face interactions and instead sell exclusively through e-commerce channels. To support these digital-first consultants, Avon provides comprehensive training on product knowledge, negotiation skills, and customer acquisition strategies, empowering them to become "beauty micro-influencers" in their own right.
Cultivating a Vibrant Community
Avon's success is rooted in its ability to foster a thriving community of brand ambassadors. By offering flexibility, financial opportunities, and the chance to work on their own terms, Avon has created an environment that appeals to a diverse range of individuals, from those seeking supplementary income to those pursuing entrepreneurial aspirations.This community-driven approach extends beyond the consultants themselves, as Avon leverages the personal connections and relationships within its network to drive customer engagement. By tapping into the knowledge and recommendations of its consultants, Avon is able to deliver a personalized experience that resonates with its target audience, solidifying its position as a trusted and innovative player in the cosmetics industry.
