DareToBe_Magazine_FINAL

L I P S T H I S SE A S O N
H O W T O S E L L L I P S T I C K
ULTRA COLOR BOLD
start the conversation by introducing our boldest lipstick yet
WHEN
IT COMES TO
LIPSTICK,
IT’S ALL ABOUT
SAMPLING
THE PRODUCT
AND GETTING
PEOPLE
TO PUT IT ON.
— REBECCA
TALKING ABOUT THIS NEW RICH-PIGMENT LIPSTICK
WILL BE E ASY. IT’S A GOOD IDE A TO B E P R E PA R E D
W I T H A S E T O F C O N V E R S AT I O N S TA R T E R S . HERE
ARE SOME IDE AS AND TALKING POINTS THAT HAVE
WORKED FOR OUR TOP-SELLING REPRESENTATIVES.
F O C U S O N THE F I N I S H
I focus on the satin finish – that’s
a neutral finish and looks good
on anyone. Satin glides on smooth
and the color really lasts.
— Patrice
U S E A C E L E B R I T Y
T R E N D R E F E R E N C E
HIGHLIGHT
A NEW COLOR
TREND.
You could say something like,
‘Did you see the awards show?’
Well, Avon has a color like the
one so and so wore! — Patrice
U S E A S E A S O N A L
T R E N D R E F E R E N C E
I often bring in a seasonal reference,
saying, ‘Ok, it’s time to
update your colors for the new
season and the new trends!’ I will
still keep the color relatable to
them, but get them to branch out
a bit. — Patrice
S E L L THE B R A N D
L I F E S T Y L E
I suggest lipsticks as ‘great for
a date night’ or a ‘girl’s night out.
— Patrice
G E T H E R TO TRY IT!
Just get her to try it and the
product sells itself. Once you get
a customer to try a sample of the
new Ultra Color Bold Lipstick and
fall in love with the formula, you
can then talk about what color
she should choose and where she
wants to land on the Boldometer.
MEET THE MAKER
J O H N L E E
SENIOR MANAGER,
R&D, 15 YRS
CREATOR OF ULTRA
COLOR BOLD
LIPSTICK
HOW DID THE ULTRA COLOR BOLD
PROJECT BEGIN?
We wanted to create a lipstick with a high
level of pigment concentration so consumers
would see bold vibrancy of color.
DID YOU GET FEEDBACK THAT
BOLD WAS A TREND WE NEEDED
TO ADDRESS?
Avon was already working on technology
for a highly pigmented lipstick with maximum
bold color when bold color made a
comeback. As a result, we are leading the
competition.
HOW DO WE GO ABOUT GETTING
THE RIGHT SHADES?
In addition to trend awareness, we also
interview women around the world, gauging
their preferences. Plus, we ensure we
have complementary colors for diverse
skin tones.
WHAT WILL WOMEN FEEL LIKE
WEARING THESE COLORS?
Confident, sexy, alluring, desirable, and
sophisticated. They will be expressing
their beauty with bold colors. Ultra Color
Bold speaks to the consumer who wants
to make a statement.
HOW DO YOU LIKE WORKING IN
BEAUTY AS A MAN?
In what other industry can you be around
beautiful women all the time? (laughs)
I studied coatings and inks so I enjoy
leveraging my knowledge to create beautiful
products.
HOW ABOUT A SNEAK PEEK ON
WHAT YOU ARE WORKING ON NOW?
Our next lipstick may be in a similar color
expression area, but it’s not bold. Matte
lipsticks are making a comeback and
we have created technology that is both
comfortable and the ultimate matte look.
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