Estee Lauder Shopper Study

4

Consultation

“BA at M.A.C picked up
the cameo brown color,
which was something I
would never think of
myself. It just looked
amazing.”



Needs

“It’s messy to leave marks on hand after tryin
out different colors.”

“It’s dirty to put on lips.”

“Is the lipstick moisturizing enough? How can
judge if I don’t put it on lips?”

“I don’t know how to do some new trick, e.g. l
biting look (咬唇妆).”

“I want to see the optimal result while I am
having the trial.”

“I want to ask my friends on Wechat as how
they think.”

Implication

1 Ensure hygiene and offer convenience at the trial
2 Show your patience in teaching. Be sensitive abou
4 (for younger group) Demonstrate professionalism

occasions)

Expectation on BA 5
Product
Trial

ng Ensure makeup removal and wet tissue are
available. Or, offer to try on your hands.

Help to clean off the top of the lipstick

n I Demo on hand and use consumer language to
reinforce the impression, “可以盖住细纹”

lip- Coach me step by step. Don’t laugh at me.

Deliver with professional skills, e.g. lip care/base;
matching with suitable eye shadow if necessary

Let me take my time interact with my friends and
avoid hurrying me along.

stage
ut their egos
(how to apply, color mix and match with outfit or

5
Product
Trial

“Every time when BA at
Tom Ford put on the
lipstick for me, he would
put a thin layer of
foundation as base. It
makes the final look
amazing. I have to say it’s
very professional.”



MU Face Detailed
Needs and
Expectation



Needs

“I cannot describe precisely in one simple
sentence. I need to share with you bits of bits
gradually”
“I might know what I need but I am not
confident what I think is correct”

“ I don’t want to be judged for my skin issue”

Implication

1 Don’t simply rely on what shopper say but make obse
2 Be diplomatic in communicating skin issue

3
Identify
needs

Expectation on BA

Bear with me when I share pieces of
s information with you. Adapt and deepen your

understanding of my needs along the journey

Apart from listening to me, take close
observation and develop more accurate
diagnosis of my needs

Avoid pointing out skin issue directly.
Deliver inquiry from other angles, i.e.
“will you feel… sometimes?”

ervation and dig deeper what she really needs

3
Identify
needs

“At Bobbi Brown, I first
told her I needed
concealer. After I got
what she fetched for me,
I asked for something
more moisturizing .Then
she realized what I really
needed was face
foundation with deep
moisturizing effect.



Needs

“I don’t know which product can best deliver t
desired effect. Also, which color I should take
“What else should I do to achieve the optimal
look?”

Implication

1 Product and color code recommendation is crucial
2. Demonstrate clearly the product benefit that targe
2 Cross sell opportunity for primer and FSC when sho

4

Consultation

Expectation on BA

the Help identify the right product and right
e?” color code quickly
l Demonstrate professionalism in introducing

the relevant product and offer detailed
explanation as how these can work together
in delivering the best result

et to her needs
opper asks for solutions to the best MU look

4

Consultation

“I told her about my issue,
i.e. coarse pore at the
forehead, and asked
what else I should do
apart from the
foundation. She
suggested to use Primer
to cover the flaw first
before doing the
foundation.”



Needs

“It’s embarrassing to remove makeup in publ

“If I decide to try on face, I want to be sure it’s
clean.”

“I need to have clear comparison between
different colors.”

“It’s important to feel the texture, especially h
moisturizing it is.”

“I might not know the proper way of applying i

Implication

1 Ensure hygiene and offer convenience at the trial
2 Make the comparison visible so as to facilitate de
3 Adopt shopper’s way and language to persuade th
4 Patience in coaching. Be sensitive about their ego

Expectation on BA 5
Product
Trial

lic.” Do not force me to try on face unless I ask for it.

s Ensure proper hygiene practice is visible to me,
i.e. cleaning your own hands, brushes, plates.

Try on different hands/parts of face to have
visible comparison, e.g. one color at one side

how Adopt consumer language to reinforce the
impression, i.e. “有一点凉丝丝的感觉/嫩嫩的/
水润的”

it.” Show me the trick till I fully learn the trick. Don’t
make fun of me. Take care of my sensitive ego.

stage
ecision making
hem of the key aspect of product performance
os

5
Product
Trial

“At Chanel, she told me
there was a part of skin
on hand with the similar
texture and color as that
of your face. She helped
me try out the product
there.”



In-Store Navigation



Most shopping trip

Most shopping trip doesn’t involve
much serious efforts on navigation.
Shoppers bring along an agenda
and go for the product directly.

37

Package design and p
main attraction for gra

Example – package design
standing out from rows of
product display

Metallic finishing makes it visually
impactful and eye catching
Thick and solid texture delivers
premium feel
Full and round shape
differentiates itself from the rest
eye cream product

product poster are two
abbing the attention

Example – poster design
standing out from the rest
advertisement

Clean-cut portrait, no frills at the
background

Be simple- minded in emphasizing
the perfect effect created by
foundation

38

The experience of “pri
intention to visit

Store concept - like a castle,

encompassing everything to construct the
“princess dream”

incess dream” attracts

In-store deco - elements

taken from fantasy, e.g.
carriage, magic mirror

Product package – adopt

cute items in daily life, such as
dessert and cup cake

39

“Innisfree creates an e
like hanging out more”

R
s

Green plants feeds into each corner of D
store and creates a relaxing ambiance B
w

environment where I feel
”

Rows of shelves of products to keep on
selecting

DIY cardboard games to play with. 40
Besides shopping, one can have fun as
well.

Case sharing - skinc

Entrance Café on 2nd flo

Hero product Soybean Escalator lead
Energy Essence (平价版 café on 2nd flo
的SKII) placed at the
entrance attracts Its relaxing am
attention; BA highlights and DIY toys t
its naturalness, “大豆发酵 interests to exp
而成，没有酒精. SKII 酒精 long and have
太重.” fun.

care shopping

oor Makeup - face

ds to the “Cushion wall” made of
oor. different colors of
package attracts
mbiance attention
triggers
plore, linger Cap of package facing
e a bit of shoppers encourages
trial

41

Case sharing - skinc

Makeup - face Corner of 2nd

Loose powder Fragrance pr
hanging on the wall displayed wit
shelf, cap open and sample in bot
facing shopper stick, inviting
encouraging trial shoppers to tr
herself

care shopping

floor

roducts
th
ttle and

ry by

42

Case sharing - skinc

Skin care on 2nd floor

A wide choice of skin care Soybean
products makes shopper Essence
stop and start serious and help
selection second c
to promo
shopper

care shopping

n Energy Small talkie on shelf
repeats itself facilitates the
p create understanding of new
chance for BA ingredient 寒兰 while BA
ote and promotes the cream for
to consider early anti-aging effect

43

Case sharing - skinc

Cleansing

Cleansing product Hand washing
area is placed close to placed right ne
skincare category cleansing prod
making it conv
Convenient for BA to for shopper to
cross-sell cleansing and feel the te
products, “充分清洁, 皮 product
肤才可以完全吸收营养成
分”

care shopping

Facial mask

basin Mask products displayed
ext to right at the back of
duct, cleansing products
venient
try on While waiting for the
exture of cleansing mask to dry off,
BA leverages on the
chance to cross sell mask

44