【Marketing Sharing】 How does Lancôme “Perfect Women make up” event work?
This June was the second year I attended Lancôme “Perfect Women make up event” with Mom.
Every June to August, Lancôme invites its customers to join its “Perfect Women make up event.” Every girl who joins this event not only can get a reservation gift set that includes a purse with a mini set of cosmetics (they are perfume, lipstick and eye cream in 2019), but also be dressed up like a princess by professional make-up stylists. Even more attractively, girls can bring home with their own princess photos shooting in a French theme studio. This event is open to everyone and only requires $500 NTD for reservation.
What are the benefits for Lancôme to hold this make-up event every year?
(1) Attract customers to visit in physical stores in order to increase sales
What marketers care about is usually how to bring up attention of their target consumers and bring them to sites (online and offline). If marketers can successfully attract their target consumers to visit them, even with the same conversion rates, by increasing its customer base, the amount of potential sales would increase. Lancôme “prefect women make up event” provides an incentive for girls who want to be treated as princesses (I think it hits the majority) to visit Lancôme physical stores.
(2) Provide professional advice to increase conversion rates
When Lancôme stylists did make-up for me, they positioned themselves as professional advisers to give suggestions on how to improve my skin condition and do better make-up by myself. During this conversation, they would insert Lancôme products (of course) and let me know about each suggested product. They hid their hard sales pitch but represent it as professional consulting service.
(3) The final stage
After we finished the make-up, a Lancôme counter girl came to arrange photo shooting for us. While we were waiting, a make-up stylist gave her the make-up product suggestion list for me and Mom. The counter girl finished the final stage by selling us the promotional offers. Well, since I already got convicted by the stylists’ professional advice, it made the promotional offers seem shinning. (Laugh)
(4) Enhanced member loyalty
As early as in April, a Lancôme counter girl asked me if I would like to join this event in June, as she could make an early reservation for me by my schedule preference. During the event, the counter girl welcomed us with her warm smile and services. It clearly can be a positive customer touch to strengthen the brand loyalty for Lancôme members. Of course, the training of the front counter girls would be one of the important factors to decide if the on-site event is good or bad experience for their members. I think Lancôme did it well according to my experience.
(5) Digital transformation using AR technology and cooperating with Lancôme E-commerce partner
I also found out that Lancôme cooperates with its E-commerce partner, Momo online shopping, to reach its potential target consumers (mainly to attract younger consumers between ages 25–35) and develop its online business.
Unlikely in previous years, Lancôme launches its AR mobile app that allows consumers to “experience the virtual Lancôme French style make-up” on phones and show off the APP make-up photos on social media. According to Lancôme PR announcement, they see it as “Retail-Tainment” experience for potential consumers to first have fun, and hope that by having fun, consumers would accept Lancôme as one of their choices when comes it to “make themselves pretty.”
Therefore, this “prefect women make up event” works not only by pushing sales but also by enhancing the preference for the brand. After all, once we like the brand, we are most likely to spend on it more.
