BELCORP - ESIKA
Participation in the “OPEN INNOVATION” challenge by Belcorp under the application “How to create powerful sales tools for our beauty consultants”.
A work tool was developed to give beauty assistance, this tool has the objective of raising sales by beauty consultants and Belcorp as a company. It also has the objective of giving more security to the customer when purchasing beauty products. The tool gives the customer incentives to buy and ask for advice from the beauty consultants, especially by asking for beauty tips in makeup, skin color, face shape, eyes, mouth and if the makeup is for day or night use. Finally consultants will use the tool to promote products by season and the chance to test them.
It tied as one of the selected pair of winning projects by Belcorp.
DESIGN GROUP:
Dominique Ospitia
Maria Paula Pallares
Laura Duque Camacho
Keeping in mind that this project has three different core users (customers, beauty consultants and the company) all of them were analyzed in order to create and design an adequate tool that would meet their needs.
Company: After analyzing the brands (L'BEL, Cyzone,
Esika) we came to the conclusion that:
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According to the beauty consultants Esika is the most
solid brand.
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They don’t possess a sales tool that will help them.
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Esika is the brand that exposes their makeup line the most.
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Beauty Consultants: Through a virtual Ethnography we identified that beauty consultants were interested in learning about makeup, such as: Beauty Tips and Makeup tutorials by recognised people in the industry.
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We created a set design parameters taking into account that the tool has to be light weight, easy to use, portable, it has to allow them to truly be a beauty consultant and it has to enable the costumers try new products.
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Customers: After administering several surveys (quantitative and qualitative), we found out that the products that women were most afraid of buying were lipsticks, powders and eyeshadows.
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A lot of customers said that they didn’t invest a lot of money because they didn’t know much about makeup and would only buy the basic makeup kits, when they had an important event like weddings, they went to a hair sallon for a proffesional makeup artist.
Regarding purchase safety...
Both consultants and clients benefit during the buying process by being able to see the product applied over each skin tone, showing in the best posible way the true tone of the products on different types of skin. The tool would also present the opportunity of sampling seasonal products.
By doing small tests, the customers had the opportunity to see the applied products, and the beauty consultant would help them with topics such as how to apply makeup depending on the clients skin tone, type of eyes, face and mouth. With this excercise, clients leaped at the opportunity of playing with the designed tool, and even went as far as wanting to buy a great amount of the products, just for being able to play with the possible combinations.
Mouth Shape
Eye Shape
Face Type
