Opening Doorz
“Celebrating Life”
By Martin D’Souza | Opening Doorz Editorial | January 07, 2025 Makeup Artistry and Sales Strategies The beauty industry is fiercely competitive, especially in retail environments where multiple brands vie […]
By Martin D’Souza | Opening Doorz Editorial | January 07, 2025
The beauty industry is fiercely competitive, especially in retail environments where multiple brands vie for the same customers in close proximity. Shrishti Rajani, a seasoned makeup artist, and Shraddha Shinde, a skilled salesperson, traverse this cutthroat terrain daily. It’s business as usual for them in this ‘healthy environment’, along with their ‘friendly competitors’, who, too, are doing what they do—getting business for their brands.
With their complementary skills and soft, inconspicuous determination, Shristhi Rajani and Shraddha Shinde excel despite the challenges posed by seven other competing brands within a 1,000 sq. ft. area at Viviana Mall in Thane.
Colorbar, L’Oreal, Maybelline, Faces Canada, Revlon, Chambor, and Sugar are the other beauty brands neatly arranged to provide visitors with ample options. Amid this competitive ‘brandscape,’ Shristhi and Shraddha stand out with their warm smiles and welcoming approach, drawing customers effortlessly. It’s only midway through my conversation, as I take in their understated professionalism, that I realize they represent Lakme!
Shrishti Rajani has been honing her craft for over eight years, the last two dedicated to Lakme. As a makeup artist, her primary responsibility is creating looks that captivate customers. From nude elegance to bold glamour, Shristhi tailors her techniques to meet the preferences of her clientele.
Shristhi offers free makeovers, allowing customers to experience Lakme’s textures and shades firsthand. “The customer wants the best service, and we ensure they feel welcomed and valued,” she emphasizes.
“The best compliment I’ve received is when customers say, ‘I want a look like yours’,” Shrishti shares with pride. Her daily transformations serve as both a demonstration of the products and an inspiration for shoppers. On busier days, Shristhi opts for bold looks to showcase Lakme’s range, while during quieter times, her nude makeup highlights subtle sophistication. “Each look showcases a different aspect of our products,” she explains.
With six years of experience in sales and marketing with Lakme, Shraddha Shinde’s approach to customer interaction is grounded in confidence and service excellence. “Our focus is always on understanding the customer’s needs,” she explains. By asking targeted questions about skin type, preferences, and any existing brand loyalties, Shraddha ensures she recommends the right products. She confidently highlights the brand’s Indian heritage and its suitability for diverse skin types. This dual approach builds trust and positions Lakme as a reliable choice in the beauty market.
Shraddha’s ability to connect with customers and her proactive mindset have been instrumental in maintaining Lakme’s strong presence amidst tough competition. “Even if we have a slow day, we come back the next day with more focus and determination,” she adds.
The ever-evolving beauty industry demands constant adaptation. Shrishti and Shraddha stay ahead by keeping up with trends and leveraging them during customer interactions. From recommending trendy shades to promoting new launches, they ensure Lakme remains relevant.
Meeting sales targets in such a competitive environment is no small feat. “We have daily, store-wide, and company-wide targets to achieve,” Shraddha notes. By focusing on high-value customers and strategically upselling products, the duo consistently meets their goals. Shrishti adds, “If we focus on daily targets, the monthly target becomes achievable, and we earn incentives.”
Not every customer interaction ends in a sale, and both Shrishti and Shraddha acknowledge the disappointment this brings. “When someone leaves without buying after a makeover, it feels bad,” Shrishti admits. However, she remains optimistic, confident that the quality of her work will eventually bring them back.
Shraddha shares a similar perspective. “It’s natural to feel discouraged, but we don’t dwell on it. Instead, we focus on doing better the next day,” she says.
With seven other brands in close quarters, standing out requires consistent effort. “Every brand claims to have the best quality, but our service and expertise make the difference,” Shrishti explains.
Despite the challenges, Shrishti and Shraddha have plenty of reasons to celebrate. From meeting ambitious sales targets to receiving glowing feedback from customers, their journey is filled with milestones. “Knowing that our efforts help someone feel confident and beautiful is the most rewarding part of our job,” Shrishti shares. Shraddha adds, “Seeing a customer return because of the trust we’ve built is proof of our hard work.”
For Shrishti and Shraddha, it’s not just about selling makeup; it’s about building relationships, inspiring confidence, and creating memorable experiences for their customers. “The customer wants the best service, and we ensure they feel welcomed and valued,” they sign off.
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