WWD.com/beauty-industry-news/retailing/beauty-adviser-confidential-selling-skin-care-3662494/
Appeared In
Special Issue
Beauty Inc issue 06/17/2011

As a skin care specialist for about three years, I’ve learned it matters what my face looks like when it comes to selling product. Most customers who come to my counter begin by asking me what I use. Because I once had problem skin, I’m able to connect with consumers and tell them I’ve faced similar issues, which usually helps gain trust. Selling skin care is a more intricate process then with other products; you really have to spend time with the customer to gauge his or her needs. It can be a little like being a doctor—listening to the problem and prescribing a resolution that is customized to a particular person. Because every client’s situation is different, the process is a learning experience for me and helps me broaden my knowledge. From younger kids with acne to older women looking to reduce wrinkles and fine lines, skin care has a major impact on a person’s overall feelings of well-being. It’s considered a necessity by many people and I take my job selling it seriously. My motto is that I will sell customers things that work for them to make them feel better. It’s not about making sales, but about building trust so they come back to me. My average sale can range from about $50 all the way up to $1,000. Tourists, most of who come in looking for American brands, usually spend upwards of $300. I’ve noticed that the shyest shoppers are usually younger men; older men and women are more comfortable opening up and asking questions. In order to get the younger male consumer to feel more relaxed, I present a simplified regimen or a multitasking product that won’t overwhelm him.

This story first appeared in the June 17, 2011 issue of WWD.  Subscribe Today.

 

[EDITOR’S NOTE: This was written by a skin care salesperson at a specialty store chain in the East.]