Voices from the Floor: What Our Beauty Advisors Want Brands to Know

Beauty advisors are usually the behind-the-scenes heroes of retail—standing at the frontlines, representing brands, advising customers, and ultimately converting. At Love In Store, we communicate with thousands of beauty advisors in India who do more than bring sales acumen to the floor; they bring empathy, domain knowledge, and understanding of what the consumer really needs. While they talk to hundreds of customers weekly, their voices are seldom heard by the brands they represent.

Today, that's changing.

We asked our beauty advisors: "If you could say one thing to brands, what would it be?" Their responses share strong insights, real-world feedback, and the personal side of retail success.

1. "Listen to the feedback we get from customers."

Our BAs are the direct interfaces between brands and consumers. They listen to unvarnished feedback—be it on a product's scent, packaging, pricing, or performance on various skin types. One consultant in Mumbai said, "People generally tell me the product is too oily for the summer. If companies could just reformulate or introduce a light version, it would fly off the shelves."

This information is a goldmine for R&D and product development teams—only if it is communicated to them.

2. "Better sampling = better selling."

Sampling continues to be one of the strongest weapons in the beauty retail environment. A Bengaluru BA mentioned, "When customers can try before they buy, they are confident. However, sometimes we don't have sufficient samples or testers for SKUs with heavy demand. Both we and the customer get frustrated."

Advisors ask brands to provide steady supply of testers and miniatures—particularly in new product launches.

3. "Empower us with knowledge, not just targets."

Training is more than ticking boxes. Top-performing beauty advisors are those who've been trained not only in product benefits, but also on the knowledge of skin issues, active ingredients, and how to apply them.

"We want to learn, not merely sell," maintains a Delhi advisor. BAs are more empowered and inspired when companies spend money on valuable, engaging training programs—preferably refreshed regularly with fresh facts.

4. "Reward effort, not merely numbers.

Numbers of sales matter—but advisors believe customer satisfaction and soft skills are easily overlooked. One BA related, "Sometimes I spend 30 minutes assisting a customer in selecting a skincare regimen, and she vows to return after consulting her dermatologist. Maybe it's not a sale today, but it's trust established."

Beauty consultants desire recognition not only for the amount they sell, but for the manner in which they embody the brand with professionalism and patience.

5. "We are your brand ambassadors—treat us like partners."

Advisors want to feel valued by the brands they represent. They wear the brand badge, follow grooming norms, and promote the brand philosophy with passion. The best collaborations are those in which brands engage directly with advisors—through rewards, visits, awards, or even a word of appreciation.

Beauty consultants are not simply salespeople, they are storytellers, teachers, and confidants to customers. By listening to their voices, brands unlock not only more powerful sales, but deeper brand passion at the grassroots level. Love In Store is committed to giving those voices a much-needed boost, because the shop floor is where genuine beauty stories start.