In late March L’Oréal Travel Retail Europe, Middle East & Africa held a special Beauty Advisors’ training seminar in Athens. The event was attended by 450 BAs and 25 regional trainers, from nine different countries. A total of 15 modules were delivered.
 |
 |
L’Oréal’s travel retail training seminar took place in Athens at the end of March |
“Investing in our Beauty Advisors is strategic for our division,” explained L’Oréal Luxe Travel Retail EMEA General Manager Anne Valentin. “Our travel retail Beauty Advisors – true ambassadors of our brands – play a crucial role in our retail excellence strategy, with a triple mission: to recruit new consumers; to satisfy customer needs; and to “˜loyalise’ them.”
“Raising the level of expertise of our Beauty Advisors is a key lever to retail excellence,” added Retail & Education Director Ariane Latreille, who underlined the importance of providing in-depth product knowledge, and customising services to meet travelling consumers’ needs and expectations.
 |
 |
The seminar included make-up and fragrance workshops |
The Athens training seminar focused on three key strategic axes: Happy BA Empowerment, the Global Shopper and Service & Retail Experience.
The highlight of the event was the Gala dinner, where awards were presented to 24 of the “˜best BAs,’ all of whom have been invited to spend a week in Paris.
 |
Taken by a drone, this group photo embodies the ‘Olympic spirit’ of the Athens event |
The seminar generated excellent feedback from the BA teams, according to L’Oréal, with participants praising the knowledge and skills gained, and the feeling of belonging and community.
