Case Study

Sales Promotion

L.O.V. Cosmetics

The challenge: L.O.V Cosmetics provides luxury for lips, eyes, nails & complexion. With its exclusive beauty products, the brand creates unique colours, sensual textures and exciting innovations for sophisticated and smart women. Since 2017, L.O.V has been specifically communicating this quality promise through individual sales advice, presentation and sales of its main products in chemists across Germany.

The solution: To increase brand awareness and sales of its cosmetic products, L.O.V uses professionally-trained beauty agents for its contacts with customers. As part of the sales promotion, visitors to the Rossmann and dm-Drogerie Markt branches are informed about the various beauty products and can try them out in store in the context of an individual image consultation. In addition to the permanent consultation in branches, customers are also offered various specials by L.O.V. such as the Fresh-Up or Valentine’s Day promotion. L.O.V. also implements further measures for the operational implementation of the sales promotion and realisation of strategic goals.

Key data

  • Customer: cosnova Beauty GmbH
  • Projects: Sales promotion for cosmetics
  • Companies: dm-Drogerie Markt, Rossmann
  • Country: Germany
  • Time period: since 2017

Strategy

  • Operational planning and task review
  • Performance analysis via mySales pro and mySurvey Analyzer
  • Coordination with stores and sales force
  • Beauty agent online training with myClassroom
  • Organisation and coordination of material dispatch

Outcomes

  • Positioning of L.O.V as exclusive cosmetics brand
  • Clear increase in sales of the main products in the promotion
  • Positive perception of the beauty promotion among the target group
  • Raising awareness of the target group for premium quality of L.O.V products at sensational prices

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