Travel retail and brand experience specialist Blackjack Promotions has launched its in-house Retail Artist Academy, a training programme that addresses skill gaps in beauty retail.
The academy was created by Blackjack Promotions experts including Kara Byrne, who has 20 years of experience in the beauty industry. The pilot session, led by Byrne, took place in Dublin followed by workshops across the UK.
The academy aims to equip members with knowledge and training in makeup shade matching and product application, alongside customer engagement.
Retail Artist Academy focuses on retail beauty services unlike traditional makeup artist programmes. It allows ambassadors to share product knowledge at the counter and provide hands-on demonstrations to improve the customer experience.
The academy comprises immersive workshops where attendees gain product and application knowledge across Blackjack Promotions’ beauty brands roster.
The course trains brand ambassadors in on-site product application, focusing on shade matching for various skin tones and textures.
Byrne commented: “Crucially, the academy teaches techniques that can be delivered and applied quickly, as time is often limited for customers, especially in busy retail environments such as airports.
“Efficient yet personalised service ensures customers leave feeling seen and cared for, with artists trained to create an enjoyable experience.”
After the in-person training sessions, workshop content is available on ABM University, a learning management system offered by Blackjack Promotions. It offers tailored learning paths to ensure ambassadors have a strong understanding of the brand.
Blackjack Promotions Retail & Brand Director Leanne Nutter said: “Ensuring we deliver a quality experience at the point-of-sale is vital to the in-store retail experience, something we at Blackjack Promotions understand and are passionate about.
“This initiative enables us to offer a team of experts who can give personalised service that is suitable to the consumer. For example, Gen Alpha consumers – up to 14 years old – are increasingly influenced by social media and becoming interested in beauty brands.
“In this situation, it is important that our ambassadors can communicate which products may or may not be suitable for certain age groups so that consumers can make informed choices.”
The Retail Artist Academy workshops are running bi-monthly, allowing participants to continually refine their skills and stay up to date on latest products and trends.
Programme graduates receive a certificate upon completion. Blackjack Promotions also plans to introduce a ‘Retail Artist’ pin for those who continue to build their skills over the next six months. ✈
