Being the birthplace of cosmetics, France has the reputation of having a very competitive market, where it is complicated for new entrants to create an efficient direct bond with retailers. “Foreign brands are too far and do not benefit from any local intermediary, and young French brands do not necessarily have the means to form a sales team that could follow up their presence in stores or online,” explains Gabrielle Levasseur, founder of The Beauty Partners.
Being and lasting
“I felt like offering this local commercial intermediary solution between the brand and retailers, because when you are not out in the field to follow a brand, it just does not grow,” adds the former Sales Development Director Cosmetics of La Prairie and Guerlain, among others.
To The Beauty Partners, a “commercial intermediary” ensures a field monitoring and guarantees key parameters: enforcement of the agreements signed with the point(s) of sale, compliant merchandising, a coherent brand image, trained sales teams, implementation of sales drivers, negotiation, active search of new prospects... The Beauty Partners provides this service for selective distribution (networks, concept stores, department stores), physical points of sale, and websites in France, Luxembourg, and Monaco.
“We define ourselves as agents acting as intermediaries between brands and the selective distribution,” sums up Gabrielle Levasseur.
The advantage of this sales force outsourcing offer is that it both helps these brands settle, sticking to their own image, and ensures they will last on the market through a strategy of visibility- and dynamics-oriented actions.
Today, The Beauty Partners works with almost ten brands, including Ellis Faas, NCLA, La Brûmée, Lavandière de Provence, and newly arrived Italian skincare leader Collistar, now distributed in Marionnaud stores: the company helps them with product training. They also support natural Korean brand Pure Heal’s in the field.
Thanks to high flexibility and affordability, The Beauty Partners adapts to the expectations of new brands increasingly present and popular in the selective channel.