The similarity between the two is that professional online beauty brand merchants train agents or terminal beauty salons through "media guide"/"beauty guide". The training content includes brand concept, product composition, efficacy, mechanism of action, usage and professional nursing technology, marketing words of beauticians, packaging of pioneering activities and so on. The purpose is to let beauticians get started quickly when they come into contact with new brands/products and recommend them to customers.
The difference between the two is that "beauty guide" is a beauty teacher in the traditional sense; "Media guidance" means replacing beautiful teachers with "media". Media includes paper media, video, audio, APP, online question and answer and other instant communication means.
Advantages of "media guidance":
First, continuous training and instant communication. The traditional American director is only a short-term training, which is not sustainable. Once out of training, terminal beauty salons can easily lose information, and it is difficult to standardize the operation of products or accurately express products. Rong has equipped a permanent in-store "media guide" for each product, which cleverly makes up for this defect!
Second, keep the information balanced. Because of their age (marriage), senior American directors gradually retire or jump ship (open stores), most of them are young new American directors who often travel.
Their general characteristics are: shallow experience and uneven understanding of products (for example, always staying at the product level to answer customers' questions, products can't connect with life, and beauticians can't find suitable topics to cut into when facing customers). Language hardening (the words used are still ten years ago, and they have not kept pace with the times and been summarized and optimized in their works), and all the details of Io's Media Guide are made by experienced artists.
Third, information accumulation and upgrading, uninterrupted interaction. The primary problem faced by terminal beauty salons is the shortage of beauticians, and beauty apprentices don't know where to start training. Io's "Media Guide" has perfect beauty teaching resources (technology, writing, management, development, etc.) to help beauty salons quickly cultivate high-quality beauty apprentices.
Fourth, professional! Beauty salons often encounter similar troubles. When talking about skin care knowledge, different brands of beauty guides have completely different methods and theories. Who should they listen to? When you meet a customer who really understands skin physiology, it makes you laugh. Ogilvy & Mather's research team is 80% from medical/biological sciences. The "Media Guide" will answer customers with authoritative and professional knowledge!