Beyond Beauty: Personalization in Luxury Skincare
When a skincare product costs eight times as much as my usual 100 CHF skincare, I naturally expect a truly awe-inspiring experience during my first encounter with the brand. As a passionate mystery shopper, I've had the opportunity to observe various shopping experiences – some memorable, while others rather boring. Among the brands I had been eager to explore, one luxury skincare brand stood out, positioned at the pinnacle of the luxury pyramid, where a single cream easily cost as much as a handbag.
Missed opportunities
Approaching the counter, I was welcomed and invited to have a seat – a unique touch I had not encountered before in beauty brands. It evoked memories of personalized service offered by jewelers, and I was instantly intrigued, wondering how this would shape the rest of my experience.
The beauty advisor inquired about my familiarity with the brand, and in eager anticipation of hearing her insights and stories, I admitted to knowing very little. However, much to my disappointment, her introduction to the brand seemed unremarkable, revolving around its Swiss production without any intriguing details. This could have been the start of an enthralling journey through the brand's history, but it wasn't.
Presentation without personalization
As the consultation continued, the beauty advisor guided me through the product lines, listing some of their advantages. Regrettably, I struggled to retain the differences between the products, and more importantly, I wasn't asked a single question about my skincare routine or needs up to this point, which could have fostered rapport and personalized my experience.
Nonetheless, I did get to test the texture of two prestigious products and admired their outstanding packaging. The beauty advisor mentioned that the brand collaborated with an artist or designer to create these products, a golden nugget of information that could have captured my attention further if she had elaborated on this. The sales ceremony had a clear and organized structure, including welcoming with a drink, product presentation, recommendation and trial, hard facts like pricing, and closing, followed by a farewell. The shop's decoration and interior were undeniably stunning. The products themselves boasted lovely textures and scents.
Areas of improvement
However, there's always room for improvement, and here are some suggestions:
Utilize storytelling to captivate consumers when discussing the brand.
Build rapport early by asking insightful questions and actively listening to the responses.
Tailor the product presentation to align with the consumer's unique needs and interests.
When clients express interest in specific topics, delve deeper and provide more insights.
Create a lasting impression and wow-effect by incorporating digital tools to showcase the beneficial effects on the skin. This is especially crucial for new clients who seek reassurance about the value of their investment.
Overall, I couldn't help but feel like I was stuck in a sales consultation that felt somewhat outdated and stiff. While I may be pedantic, investing significantly in a single skincare product should warrant a memorable experience at every touchpoint with the brand and its representatives. I'm convinced that their flagship store may offer a different experience, which I intend to explore. Nevertheless, no touchpoint should be overlooked.
Best regards,
Your Friendly Mystery Shopper