One of my best friends has been direct selling cosmetics and skin care for the past 10 years and currently sells Limelight. Recently, she sent me this video of Limelight's president talking about the company and direct selling. She makes claims that direct selling is going to replace the traditional retail business model. Sure, retail is changing...but to direct selling? I want to talk about this idea specifically in the realm of cosmetics because I'm not convinced. What I don't want to do is have a discussion about how MLMs are pyramid schemes and bad and scammy (there's a sub for that). What I do want to talk about the following:
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In direct selling, representatives are selling only one brand. As discussed on this sub before, most of us don't look to just one brand for the curation of our makeup collections. Do you walk into Sephora or Ulta with the intention of buying everything you need to put on your face from one brand? Probably not. You might look to UD or MUFE for eyeshadow, Too Faced for mascara, and Nars or Tarte for Blush.
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Cosmetics customers also don't have brand loyalty. To piggyback on the point above, I'll bet that most of our collections contain a wide breadth of different brands. Maybe MAC came out with a stellar lipstick color and then Sephora brand releases the same product for much cheaper. A lot of us would jump ship from MAC and try the Sephora brand product. My point is, and based on content I see on this sub, most of us seem to be open to trying all different brands and all different products.
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The way I see retail changing is from the department store counters to multi-brand retailers like Sephora and Ulta. You see more and more brands selling through these two major chains because selling their one brand with a counter in a department store or their online website isn't cutting it. Selling through these major chains broadens your customer base; the opposite of direct selling.
Edited for format.
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