Development of Makeup Cross-Selling for a Skincare Brand.

Context:
As part of its strategy to revamp its makeup line, the brand is committed to integrating skincare-enriched formulations while redefining its image and communication. The aim is to ease the introduction of makeup to clients and position the brand as a reference for customers already loyal to its skincare expertise.

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Objectives:

• Increase average basket value by including at least one makeup product. Target: 15% of makeup sales versus total sales.

• Optimize the integration of makeup into the overall customer experience.

• Strengthen engagement among sales teams.

• Improve the effectiveness of sales hooks.

• Enhance the brand’s image in terms of ethics and CSR.

Methodology:

• Optimize the customer journey.

• Redesign client retention strategies.

• Work on client communication and personalized service.

• Implement a new selling ceremony.

• Integrate skincare and makeup into cohesive beauty looks.

• Recruit and onboard a field coach.

Results & Impact:

• Improved stock turnover.

• Increased average basket value and stronger customer loyalty.

• Enhanced customer experience thanks to better training of field experts.

• More impactful communication, offering clients a holistic approach to their skincare and makeup routines.

Conclusion:
We significantly improved the client experience both in-store and in treatment rooms, allowing the makeup category to grow in line with set objectives. The training program elevated team expertise, giving them greater confidence in addressing client needs. Today, they genuinely enjoy enhancing every look, whether during exclusive appointments or events.

Examples of retail challenges:

• High customer traffic but low conversion into high-value baskets.

• Issues with merchandising, product storytelling, and in-store communication.

• Lack of a harmonized in-store customer journey.

• No consistency between in-store messaging and online communication.