First: the experience. There are many aspects that impact a customer's experience. Is your location convenient to access? Your facility should be clean, well lit, organized, and easily accessible by your clients. You should have the right products in the right place at the right price with the right signs at the right time. Whenever possible, ensure you have samples, demonstrations, or interactive stations to engage your clients. Encourage your employees to "play" with everything - the more they have personal experience with your products, the easier it will be to sell those products and services to your clients. If you're a travel agency, maybe you organize a "reward" trip for your top salespeople, which in turn creates incentive and doubly allows them to experience the actual services they're selling. Or if you're a Medical Spa, maybe you offer your employees a complimentary service on their birthday, intensifying employee satisfaction and your employee's brand awareness.
On a recent trip to Nashville's Green Hills Mall Sephora, I was quickly greeted by both Jessica and Ty. Not only were these two employees incredibly welcoming and friendly, they quickly started talking about their new favorite skincare products, offering demonstrations, and encouraging me to try things for myself. There wasn't an overwhelming sales pitch, but instead a genuine demonstration of love and excitement for the products they were offering and a true desire for me to try these products and samples myself. Before I knew it, I had Peter Thomas Roth's 24K Gold Pure Luxury Lift & Firm Hydra-Gel Eye Patches on my eyes. It wasn't just a generic offer to "feel free to try anything you want" - but a very specific invitation to try something new and exciting, that both employees had used and loved. And this product isn't cheap, either. But that didn't matter. Jessica and Ty loved the product, were excited for the results, and wanted me to try them for myself and experience a piece of the luxury for myself.
A pack of eye patches with a unique blend of colloidal gold, caffeine, hydrolyzed collagen, and humectants that work together to minimize the look of fine lines and puffiness.
What it is formulated to do:
Peter Thomas Roth’s 24K Gold Pure Luxury Lift & Firm Hydra-Gel Eye Patches leave the eye area looking smooth, revitalized, and radiant. Enriched with pure 24K gold and colloidal gold, these powerful and refreshing eye patches lift and firm the delicate eye contour in just 10 minutes. They’re formulated with Pure 24 Karat Gold, which imparts an opulent, radiant glow, while it locks in moisture and supports skin’s firmness. Colloidal gold, an “activated gold," helps to give skin a lifted, firmer appearance. These eye patches help plump the look of skin with hyaluronic acid and glycerin, and humectants help to deliver intense hydration by attracting and retaining moisture from water in the air.
This set contains:
- 30 x 24K Gold Pure Luxury Lift & Firm Hydra-Gel Eye Patch duos
Secondly: education. You must educate your employees. Do they know the history and heritage of your company? If you sell multiple brands, are they able to describe the difference between ranges on offer? If you offer services at multiple price points, are they able to differentiate between category levels? If they are, they'll be able to confidently and competently recommend the right products and/or services for the right clients. And in turn, an educated staff will make for educated customers. Again, I reflect on my last experience at Sephora. Both Jessica and Ty were able to ask open ended questions, learning exactly my skincare concerns and preferences, and based on my hopes and needs, were able to show products that were of interest. With a brief conversation about being stressed and tired, they both instantly started showing the latest and greatest eye potions, lotions, tonics, and pads. And before I knew it, as demonstrated by the photograph above, I was trying something I didn't even know existed. And while trying the product, I heard in detail the ingredients, the inspiration behind the product, and how it would so easily fit into my skincare routine.
Thirdly: excitement starts with you. If you're excited, your employees will be excited, and most importantly, your clients will be excited. Excitement creates energy. Excitement creates a dynamic feeling of euphoria and encouragement. Would you want to shop in a store where the employees look miserable and lack a passion for their craft? Of course not. At the Sephora, both Jessica and Ty were so obviously excited for their products and roles. They were engaging, very well educated, and absolutely excited. The excitement was infectious. And this wasn't just my experience. In between my trying other products and browsing on my own, both employees were bouncing back and forth between other customers, equally providing the same exciting, educational, and experiential services and attention they were giving to me. If there was something that struck our fancy, we were given product printouts and samples to take home before even asking or hinting at the offer. The experience wasn't just free - it was fabulous.
And as if the skincare experience wasn't absolute perfection, our conversation randomly transferred from skincare to fragrance, and before I knew it, Ty was walking me over to meet fragrance guru Bill. The same care, passion, and fun I had in skincare was duplicated in fragrance.
After this experience, it's very clear that the manger of this location is spot-on. Shout out to the entire team, and all the supplemental teammates behind the scenes who make such a wonderful place. I am beyond impressed.
Here are a few other products that were recommended to me that I'm really intrigued by and loving:
Sunday Riley's Power Couple Duo: Luna and Good Genes
A transformational power product duo that combines lactic acid and trans-retinol ester to exfoliate and brighten the skin.
What it is formulated to do:
In use together, this power product duo uncovers more radiant, moisturized skin while promoting evenness of skintone. Good Genes All-In-One Lactic Acid Treatment exfoliates and moisturizes the skin while smoothing the appearance of fine lines. Luna Sleeping Night Oil contains a powerful, yet gentle trans-retinol ester and moisturizing botanical oils to reduce the appearance of pores, fine lines, and sun damage while preventing flakiness and irritation.
This set contains:
- 0.5 oz Good Genes Treatment
- 0.5 oz Luna Sleeping Night Oil
What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates
What else you need to know:
For sensitive skin, alternate use of each product nightly. For skin accustomed to treatments, apply one to two pumps of Good Genes in the morning and four to five drops of Luna at night. For most effective results, and for skin accustomed to these treatments, use products together, layering at night. Use Luna first, allow to absord into skin, and follow with Good Genes application.
Dermaflash Facial Exfoliating Device
A first in class at-home, patented, safe, hygienic, exfoliating device inspired by dermaplaning, a procedure available only in medical spas or doctor’s offices, which refinishes skin by removing dead skin cells and built up debris, while also gently removing facial hair for smooth, luminous, and youthful-looking skin.
What it does:
Made specifically for women, DERMAFLASH Facial Exfoliating Device comfortably and discreetly sweeps away skin imperfections, dullness, and peach fuzz with a subtle sonic vibration. In just three simple steps, it gently removes dead cells, debris, and fine hair from the cheeks, jawline, lip area, chin, and forehead. It is safe for all skin types, skin colors, and ages. DERMAFLASH immediately unveils smoother, more vibrant, and younger-looking skin in the comfort of your own home. Prep is a pre-treatment cleanser and Soothe is a nourishing hydrator for use immediately after using DERMAFLASH.
This set contains:
- DERMAFLASH Facial Exfoliating Device, charging base, and line cord
- 6 x DERMAFLASH Exfoliating Edges - To perform DERMAFLASH
- 0.8 oz Prep
- 0.8 oz Soothe
What it is formulated WITHOUT:
- Parabens
- Phthalates
What else you need to know:
DERMAFLASH Facial Exfoliating Device prepares the skin perfectly for skin care and creates the ideal canvas for flawless makeup application. DERMAFLASH makes you look as though lit from within and results increase with each use.
Boscia Charcoal Pore Pudding Intensive Wash-Off Treatment
A two-part, intense, wash-off treatment duo powered by black and white charcoal that minimizes the appearance of pores while balancing the skin.
What it is formulated to do:
This decadent treatment is formulated with the power of black and white charcoal and the added benefits from Kaolin Clay to detoxify and cleanse the skin and pores deeply without irritation. The formula also moisturizes, balances, and hydrates for a clearer, more refined, stronger, and healthier looking complexion.
What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates
What else you need to know:
This product is also free of preservatives, artificial fragrances and colors, gluten, and ethanol alcohol. It is dermatologist tested and can be used as a full facial or a spot treatment.
Perricone MD OVM Serum
A professional-strength overnight serum to brighten and tighten the appearance of skin.
What it is formulated to do:
This powerful overnight serum harnesses eggshell membrane and effective levels of retinol in a proprietary formula that delivers all of the benefits of retinol without side effects. It diffuses the appearance of wrinkles and unveils radiance so skin appears younger and smoother.
What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates
What else you need to know:
The eggshell membrane is the thin layer between the egg white and the shell. It contains the perfect matrix of components to nourish and protect precious egg components, which are now harnessed in OVM Serum to deliver powerful and protective properties to the skin.
Kate Sommerville's DermaQuench Liquid Lift + Retinol Advanced Resurfacing Treatment
A powerful antiaging booster treatment that combines oxygen with firming retinol to create a smooth, supple glow.
What it does:
Inspired by the most sought-after treatment at the Kate Somerville Skin Health Experts™ Clinic, this resurfacing booster treatment is formulated with a retinol active ingredient combined with natural bio-retinols, which support natural collagen production and healthy cell turnover to create the appearance of firmer skin with increased elasticity, reduced wrinkles, and more even pigmentation. Its unprecedented delivery system infuses skin with three powerful ingredients in the Advanced HydraFill™ Complex: wrinkle-relaxing PFC-oxygen carriers, fast-penetrating hyaluronic acid, and radiance-boosting rare botanical extracts. The result is a complexion that appears smoother, more hydrated, and healthier.
What it is formulated WITHOUT:
- Parabens
- Sulfates
- Phthalates
Research results:
- In an independent clinical study over 4 weeks of use:
- 100% of women reported significant improvement in the appearance of skin roughness, firmness, and moisture after just one use.
- 100% of women reported significant improvement in the appearance of skin roughness, firmness, moisture, pore size, discoloration, and fine lines around eyes after 4 weeks of use.
Sol de Janeiro Brazilian Bum Bum Cream
Special note: even if this product had absolutely no benefits, I would buy it. Because it smells
abso-freaking-lutely amazing. When Ty and Jessica first introduced me to this product with rave reviews, they warned me the smell would be intoxicating. And they weren't kidding. I'd also add "seductive" to their description. I think I needed a private moment to myself after trying a bit on my arm. And the entire car ride home, I couldn't stop smelling and feeling my arm. That's how incredible this product is.
What it is:
A fast-absorbing body cream that helps tighten and smooth the look of skin.
What it is formulated to do:
Many Brazilian creams have a secret ingredient: guaraná, a native Amazonian plant whose fruit contains one of the most potent forms of caffeine on the planet. Brazilian Bum Bum Cream is also powered by a Brazilian blend of extraordinarily nourishing cupuaçu butter, antioxidant powerhouse açaí, and super-conditioning coconut oil for irresistible, touch-me skin. The fast-absorbing texture contains just enough mica to add a perfect Brazilian glow, as the formula helps your body look and feel its smoothest and tightest. Pistachio caramel leaves skin delicately fragranced.
What it is formulated WITHOUT:
- Parabens
- Phthalates
What else you need to know:
This product is also formulated without animal by-products, propylene glycol, synthetic colors, PEGs, and petrolatum.
”We came together with a mutual love of the distinctly Brazilian attitude towards beauty, their secrets, and their know-how. In Brazil, we believe you’re as beautiful as you feel. Our beauty isn’t a standard to reach, it’s an attitude to take. A head-to-toe sensuality that comes through in a smile, a saunter, a samba. A confidence that comes from playing up our best assets. Based in the USA, we’re excited to be able to bring you the most effective, transformative, and fun beauty care experiences you’ve ever had, incorporating the latest and greatest super ingredients from the Amazon.”—Que Gostoso
Maison Martin Margiela's Replica 'By The Fireplace'
The ‘REPLICA’ collection’s first feminine and masculine fragrance, this warm fragrance blends notes of smoky woods and grilled chestnuts. The frosted top note contrasts with the warmer heart for a soft, enveloping, and addictive experience. The scent subtly evolves on the skin to offer winter’s hot and cold contrast; outside it is snowing on a frosty, shivery landscape, but inside the flames of a comforting fire crackle with glowing warmth.
The silhouette of each 'REPLICA' bottle is inspired by classic apothecary jars, allowing the collection to be instantly identifiable. Each bottle carries a 100 percent cotton label, which is printed using black ink text and resembles the tags used on the clothing and accessories for the 'REPLICA' couture collection. The unique pumps are wrapped with a rope to symbolize the authentic reproduction of the original 'REPLICA' couture line.
Notes:
Pink Pepper, Orange Flower Petals, Clove Oil, Chestnut Accord, Gaïac Wood Oil, Cade Oil, Vanilla Accord, Peru Balsam, Cashmeran.
Style:
Warm. Comforting. Woody.
If I worked for Sephora, or any of the companies that stock their products in Sephora, I absolutely would head to Nashville's Green Hills Mall location immediately. They are a working model of how each and every Sephora should be.
What stores or businesses do you look toward for inspiration or encouragement?
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