The cosmetics sector is going through a period of turmoil marked by unprecedented economic and contextual challenges. Galloping inflation is reducing consumers' purchasing power, leading to a significant drop in consumption. Intra-sectoral competition is intensifying and the rise of online sales is seriously threatening traditional physical channels. To remain competitive, brands must focus on the in-store experience and unite their teams around this objective. La vocational training is one of the ways to do that.
Focus on the key figures for cosmetic retail
- €30.4 billion in turnover : Cosmetic and domestic manufacturing and exports represent this impressive amount.
- 15% of market shares : France is the world leader in the sector.
- €21.3 billion in exports : Export sales are a major part of turnover.
- 67% of employees are women : The sector is highly feminized.
- 80% of jobs in the region : The majority of direct jobs are located in the regions, contributing to the decentralization of production in France.
The major challenges of the cosmetics retail sector
Flexibility of human resource flows
The cosmetics sector is subject to a strong seasonality, with periods of rush (such as Christmas, sales, and private sales) requiring temporary reinforcement of workers, often in the form of seasonal ones. Managing these fluctuations is a real challenge, as it involves integrating, training, and engaging employees who are only present for a limited time. Appropriate preboarding and onboarding are essential to offer these new hires a sense of belonging and understanding of the company's challenges.
Strategic challenges and internationalization
The cosmetics sector is characterized by demanding and fluctuating strategic needs, centered around training. The digitalization of training tools and their accessibility anywhere and at any time are crucial to meet contemporary challenges. Managers and teams must master digital tools, analyze sales and results quantitatively, and adapt to the internationalization of stores. One standardization of practices within chains or franchises is needed to strengthen the brand experience globally.
Teams on the move
To meet the time and mobility constraints of teams in the field, the training must be accessible on mobile devices (smartphones, tablets) and online. The training modules must be available at all times, allowing employees to train between two customers or during their breaks. Downloadable content for offline viewing can also be very useful.
How and on what should field teams working in cosmetics be trained?
To overcome current challenges, brands must focus on the in-store experience. Team training plays a central role in this strategy. Well-trained and committed employees can transform the customer experience, making every store visit a quality one. This requires in-depth product knowledge, mastery of sales techniques and the ability to offer personalized advice.
Focus on product culture
It is essential that the teams in the field are fully aware of the properties and technical characteristics of products. The training should therefore include modules on:
- Recognition of skin types and dermatological pathologies.
- Knowledge of ingredients and product formulations.
- The environmental and social commitments of brands.
Valuing merchandising
A solid background in merchandising is essential to attract customers and maximize sales. Field teams need to learn how to:
- Create attractive and engaging storefronts.
- Maintain an impeccable facing and supply the shelves efficiently.
- Identify and structure shopping areas for an optimized customer journey.
Mastery of sales techniques and customer advice
In-depth product knowledge, combined with sales and communication skills, is essential for cosmetic retail employees. The training should include modules on communicating with the customer and confidently promoting the brand. These skills increase additional sales and improve customer satisfaction.
Commitment and diversity
La knowledge of environmental and social commitments of brands is becoming more and more important for consumers.
The training should also include modules on welcoming customers in stores that comply with accessibility standards and the promotion of an inclusive environment.
To remain competitive in a constantly changing environment, cosmetic brands must invest in training their teams on the ground. By adapting training programs to industry realities and the specific needs of employees, brands can not only overcome current challenges but also create an exceptional in-store customer experience.
