The beauty and cosmetics industry is fast-paced and extremely competitive. In order to stay ahead of competitors and successfully drive sales each season, it is essential for customer-facing representatives to be aligned with and exude the brand’s values, as well as to be fully aware of the key strengths and differentiators of each and every product.

Furthermore, beauty professionals are sought out by customers for their expertise on all things beauty-related, including in-depth product information, latest beauty trends, and application techniques. It is a demanding role that requires staff to absorb a lot of information and acquire new skills on a constant basis, in addition to knowing how to sell and communicate well with customers.

Discover how cosmetics brands uses BrandAcademy to nurture beauty advisors and consultants, sales associates, makeup artists and more into brand ambassadors that deliver exceptional brand experiences to customers, day-in and day-out.

Empowering beauty associates in your direct and channel sales to represent your brand

Help your staff sell more by delivering key product information and sales techniques as micro-stories

Quickly adapt to changing situations by building content directly on the app and sending it in real-time

Always have a pulse on what’s happening in the field by receiving insights and feedback from your frontline

Provide positive reinforcements through the gamified app and engage all members in your channels

How Beauty & Cosmetic Brands can Train, Align, Market and Communicate with BrandAcademy

Product Information

Customers seek details when it comes to shopping for beauty, comparing between active ingredients, formulas, textures, and colors, among many other differentiators. Help your sales associates be well-versed in your products in order to deliver on your brand’s strengths and promises, broaden their sales talk, and build trust with customers.

Sales Techniques

Infuse effective sales techniques along with product knowledge to help point-of-sales staff provide personalized services to customers seeking beauty advice and to close more sales. Nurture beauty associates to become experts of cross-selling and up-selling to boost the average spend per customer.

Product Launches

New product releases are one of the biggest drivers of sales for the beauty and cosmetics industry. Make sure that your beauty consultants are experts of the new product and have all the information necessary to promote it fully, in order to maximize the effect of the campaign revolving around the launch.


Many customers visit beauty counters to try out products out and see if it’s a good fit. Teaching beauty advisors on how to apply, explain, and sell products as well as specifying which other products to up-sell and cross-sell it with will significantly enhance sales. Additionally, knowing what to say when giving out freebies or product samples will make customers feel special and potentially lead to a future sale.

Promotional Campaigns

It is highly important that all salespeople are completely aligned to get the most out of any campaign, such as promotions, events, and special offers. Make sure everyone on the field understands the details of an upcoming campaign, like its objectives, strategy, and sales target. Then, get feedback on how customers respond to the campaign from your frontline.

Visual Merchandising

Creating an aesthetically appealing retail environment to let shoppers fully experience your brand through visual components is absolutely key in maximizing sales. Deliver presentation guidelines instructing details on which specific products to display in what way, or tips on maintaining beauty counters so it is always presentable.


Quick, effective and cheap onboarding is especially important in the cosmetics industry, where retail staff turnover rates are extremely high, coupled with the need of training seasonal and temp staff during peak seasons. From policies to product knowledge to guides on how to execute on-the-job tasks, help them efficiently transition into their positions.

Ongoing Training and Support

Make sure all your channels have what they need to succeed, whether they are your direct employees, franchisees, or resellers. Provide them with essential information to drive sales, then receive feedback from the field to understand what is going on in each and every channel.

Customer Support

Providing excellent customer service is not an easy feat, but it is essential in ensuring satisfaction and building lasting relationships with your clients. From good communication skills to the ability of handling surprises, prepare your staff to deliver personalized support and positive brand experiences to customers.

Employee Engagement

Transform your beauty associates into brand ambassadors that exude the essence of your company. Provide staff opportunities to grow in their field, while reinforcing company values and missions along the way. Help them feel recognized through positive feedback as well as included in key matters to further build employee engagement.

Omni-channel Management

Customers expect to interact with brands in a seamless way, whether it is channel online or offline, at various points in their purchasing process, across different geographies and languages. Prep everyone with solutions to all potential customer needs while representing the brand cohesively, end-to-end.

Retail Safety and Security

Unfortunate events can happen at any given moment. Prepare members on the floor to respond to any safety or security breaches, from retail loss prevention, down to natural or human-caused disasters. Furthermore, tips on how to manage crowds and reducing the chances of shoplifting will help drive retailers to success.

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Consult with a BrandAcademy Specialist

Discover how you can use BrandAcademy to train and engage all your channels to proudly represent your brand and drive more sales.

  • Enable beauty associates to sell more and build relationships with customers
  • Cut costs while skilling up and engaging more people
  • Let retail staff spend less time training others and focus on the bottomline
  • Make every product release and campaign a success
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