L’Oreal celebrates 60 years in Mexico and in addition to innovating in the development of its products, it seeks to fully enter social commerce with the launch of its app Beauty Specialist. With it, it intends to develop a new sales channel through the use of its consumers’ social networks.
Did you know that the 37% of consumers take recommendations from friends and family into account before buying and that in the beauty market, ecommerce shows a great acceleration, registering growth of 27% against the year 2020, according to the Mexican Association of Online Sales?
According to specialists, social commerce is one of the most important marketing trends of this 2022. According to the consulting firm Accenture, the global social commerce market will nearly triple by 2025 reaching 1.2 trillion dollars in sale.
“The conjunction of influence through social platforms, expert knowledge and technology today makes it possible for people to monetize their digital reach and their specialized knowledge about a product or service,” explained Pablo Sánchez Liste, Chief Digital, Marketing Corporates Affaires, Engagement & Sustainability Officer of L’Oreal.
According to the Latin American eCommerce Consumer Study 2022, published by eMarketer in April 2022, in Mexico, of all online shoppers, 37.1% bought by clicking on a link that took them to the product page in a retailer, 49.8% via chat on a social network, and 52.6% directly in the checkout process of a social network.
Another eMarketer report, but from July 2022, also indicated that 18.8% of social network users in Mexico made at least one purchase via these platforms in the last twelve months.
L’Oreal’s expectation is that this innovation will provide a simple and easy opportunity for those with knowledge of beauty products to recommend desired brands and earn a commission through their social interaction.
How does Beauty Specialist work?
L’Oreal developed Beauty Specialist from the hand of Plazaha startup that develops platforms that allow anyone who has solid knowledge of a family of products and is willing to advise others, to charge a variable for each sale.
It’s like transferring direct sales that were done door-to-door to the palm of your hand, explained Roger Casals, CEO of Plazah.
In other words, it is to transfer the experience of the personal and direct treatment that a person receives in a store in a completely online model where a user receives the same treatment but through a digital experience.
The Beauty Specialist app is 100% free and works on both Android and iOS. You don’t need to buy starting stock or pay a startup fee. Also, how does it work by recommending L’Oreal and Maybelline products found in the store? Free market, who is in charge of the check out, that is, the collection. You won’t have to worry about deliveries either, the marketplace takes care of that.
Commissions are 20% of the total value of the purchase carried out by the consumer who has been advised. There is no limit on earnings.
Do you need sales experience? L’Oreal announced that it will educate and train people through webinars and information sessions so that they can become specialists in online recommendation and advice, in addition to receiving training about L’Oréal products. However, the courses are not compulsory.
How much time should you invest? You will have total freedom to manage your time Well, you can start by combining this sale with another activity.
Marisol Garcia Fuentes Editorial Director Emprende and Emprendedor.com. I am motivated by stories of tenacity and innovation.