She walks through the maze of beauty counters, the air heavy with a blend of fragrances. She’s beginning to feel like she’s had enough. This was supposed to take 15 minutes max. No, she doesn’t have time for a makeover… All she wants is a new foundation…
Foundation may not come with an instruction manual, but training nevertheless plays an essential in new product launches, creating far more fun and novel ways to educate both Beauty Advisors and consumers.
“Training is fantastic because when you train people they become confident about using a product,” says German, head of Lancôme’s Training team. “My role with Miracle Cushion was to develop specific tools to help Beauty Advisors and consumers understand the product.
“Today women don’t have time for 30-minute make-up demonstrations and one of the key selling points of Miracle Cushion is speed of application so we needed to create quick steps that would show the product’s efficacy. Then of course women need to be able to recreate the look at home so we developed tools to help them do that too.”
It’s hot in here… she’s about to give up (if she can ever find the exit) when something catches her eye. Glinting on the wrist of the Lancôme lady, a compact case on a strap. “Madam, it’s time to refresh your skin…”
For German, the first priority is clear: “it’s essential for Beauty Advisors to catch a consumer’s attention if they want them to discover a new product.
“So I came up with the idea of the ‘Miracle Cushion watch’: the case was attached to a watch strap which Beauty Advisors could wear on their wrist. It really tied in with the idea of quickness and time-saving that were such a big selling point for the product and was great for attracting people’s attention!”
“This will only take a moment”… that’s what they always say… but this time it’s true. Not exactly a compact… Light and fresh… but can she really see it becoming part of her routine?
“We wanted to convey the message that Miracle Cushion isn’t a compact foundation and it isn’t a liquid: it’s a new way to use foundation. We needed to show women how they could incorporate it into their daily routine so I created a series of looks around Miracle Cushion that Beauty Advisors could propose to their customers.”
The Beauty Advisor has some useful tips and there’s something easy and fun about the quick, fresh touch-up. Why not try something new? As she heads for the exit, bag in hand, she’s already looking forward to her next ten seconds to perfection…
“For me, make-up is play,” says German. When women play with make-up and are happy, they discover what works best for them. I really enjoyed working on this product because I think it represents a new era for Lancôme: we are opening up a new way to communicate and to show the new, modern Lancôme to consumers.
Also, I am always looking for simplicity because we launch so many products, Beauty Advisors have so many products in point of sale and today with the internet and digital the consumer is bombarded with information, so it’s important to offer them an easy way to look their best and I think Miracle Cushion really captures this.”