Best Sellers BEAUTY COUNTER
Black Long- Wear Gel Eyeliner
This eyeliner lasts all
day without
smudging or flaking and can be applied gingerly for a subtle, natural look or layered for eye- popping perfection.
STAFF
Ultra Fine Eye Liner Brush This brush is perfect for applying the Longwear Gel Eyeliner as it gives great definition and is ideal for precise application.
Vitamin Enriched Face Base
This is a fantastic smelling moisturiser that is packed full of anti-oxidants to improve skin’s
appearance while acting as a primer to keep make up in place.
Shimmer Brick Compact Shimmer Bricks feature five shades of luxe, pearl pigments that can be used on the eyes or as a highlighter for a healthy glow.
A LOOK AT WHAT GOES ON BEHIND THE SCENES OF THE COUNTRY’S BUSIEST BEAUTY COUNTERS
room
Nicola Whelan is business manager for Bobbi Brown in John Lewis on Oxford Street. She has worked for Bobbi Brown for seven and a half years. Her role involves planning ahead with staffing, events and new launches, while helping to develop her artists and giving make up lessons to her team and the customers.
What makes you a good Bobbi Brown consultant?
I’m passionate about our products and Bobbi’s message that all women are beautiful and can look their best with a few simple steps. It’s easy to do a good job when you believe in what you’re selling.
Trade secrets
Always be open, you can never stop learning.
Be nice. Straight from Bobbi’s mouth, it’s the one thing she asks of all her artists.
Have initiative. As a manager, my best artists are the ones who not only serve our customers but look for ways to make the counter look better, take care of the stock and help their team members.
28 Pure Beauty March 2012
Bobbi’s mantra is to celebrate people’s individuality, rather making them appear ‘perfect.’ How do you ensure your customers are aware of this? If you visit a Bobbi Brown counter you will always be encouraged to sit down and have a lesson with one of our artists. It means that customers always get a tailored service. The lessons are a great way for us to share Bobbi’s philosophy, what she had in mind when she created each product, and to find out exactly what each customer actually needs.
How important is it to stay in the know about upcoming trends and popular products? It’s very important. If there is a look or
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type of product that customers are asking for, we need to be able to meet those needs. Bobbi’s seasonal collections are often inspired by looks she has created for Fashion Week and therefore tie in to upcoming trends. She’s also always open to suggestions from her teams worldwide, so if there’s a product that we think is missing, we can ask her to create it.
Bobbi Brown has a very loyal customer base, how do you keep attracting new customers?
New customers are attracted when the counter looks visually appealing, which is partly due to merchandising and partly to having a friendly, welcoming team. It’s important to me that my counter isn’t intimidating and that everyone feels comfortable to walk up to it. One of my area managers once told me to approach the counter from a different way every day so that you get a whole picture of what a customer sees. I’ve tried to always do that so I can make sure that every side of the counter is clean and visually appealing. The most important thing is to make sure my team are smiling and engaged.
What is unique about the customer service Bobbi Brown offers? We have a menu of beauty lessons that a customer can choose from, all of which are complimentary. It means everyone gets an individualised service from a trained artist.
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