Belcorp: The Beautiful Message
How a multinational beauty company manages its vast array of product information to create (and future-proof) its vital marketing efforts.
The modern beauty industry is complex indeed. Companies in this highly competitive arena succeed only when they connect their many products to the needs and desires of ordinary people. These are consumers looking for a brand they can trust and rely upon when it comes to their own self-image. Every product is a personal connection, not just a commodity. One such company – Belcorp – has successfully made this connection with its customers for years. But in today’s multichannel environment, that also poses an ongoing marketing challenge.
When a beauty company offers multiple products, sells to customers in many countries, and supports a large, knowledgeable, in-person sales organization, it must have a strong, agile marketing presence. It must maintain a complex array of printed catalogs and other targeted marketing materials and plan for the same level of complexity in its digital media. This is a closer look at how Belcorp is meeting the challenge today – and planning for success in the future.
A history of personal connection
Belcorp was founded over fifty years ago, dedicated to the ideal of promoting beauty as a way to achieve personal fulfillment. It uses a direct, in-person sales model – a vast network of consultants throughout the Americas – to connect with individual customers. This go-to-market strategy has created a positive experience for many, helping thousands of women achieve economic independence. Belcorp CEO Erika Herrero notes, “day by day, we are transforming the lives of thousands of women and their families.” But the company’s purpose transcends the economic results. “We promote beauty to achieve personal fulfillment,” says Belcorp spokeswoman Joy Chion Li.
“We inspire each person to give their best so that they and those around them achieve the extraordinary.”
This lofty goal has guided the company to remarkable success. Since its founding in 1968, Belcorp has grown its in-person sales network to over 850 thousand consultants in 13 countries in the Americas. In addition, the company operates 54 physical retail locations, and in 2016 it launched a robust e-commerce presence.
Today, Belcorp has three distinct but interrelated product lines. The Ésika line features an array of high-quality makeup, perfumes, personal care products, and jewelry – all designed to “inspire women to own their confidence and celebrate their power.” The L’BEL brand combines beauty, health, and technology in the form of personal hygiene and skincare products for both women and men. The third line, Cyzone, offers high-quality, affordable beauty products designed for younger women.
In addition to its product lines’ impressive breadth and scope, Belcorp’s products reflect its commitment to sustainable development and manufacturing, including certification of its cruelty-free testing requirements. This is all carefully managed, along with the data related to each individual product.
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