Retail talent is the heartbeat of the beauty industry, and AllWork felt they deserved their very own trade publication. Counter Intelligence, a quarterly digital magazine, was launched last week to be a platform to celebrate, inspire, educate, and to provide retail talent a voice in the industry.
“Talent is one of the most important drivers of sales and consumer engagement for our brands. Counter Intelligence is a bow of deference to the beauty retail talent community and recognition of their importance while providing this fervent community with a voice and vehicle to foster the next generation of the profession in artistry, sales, and management. As an important component to AllWork’s talent management solutions, Counter Intelligence seeks to grow and strengthen the beauty retail community to more efficiently connect brands and retailers with beauty retail talent to fill jobs, says Scott Gurfein Co-Founder and Chairman of AllWork.
The first issue was published in partnership with Lancôme, a brand that has a deep commitment to retail talent. Rosemarie Cirminiello, Vice President of Learning at Lancôme, believes “Beauty advisors are the front line. In that store, at that moment, to the customer, the beauty advisor is the brand. Our 5,000 Beauty Advisors are my passion. I know that how I treat them is how they will, in turn, treat the customer.” Jennifer Walsh interviewed Rosemarie for the first issue where she shared her storied career, which began as a beauty advisor at the Lancôme counter in Bon Marche, Kennewick, WA.
The state of brick-and-mortar retail has been a hot topic. With clickbait articles of the impending “Retail Apocalypse” to the launch of the latest tech gimmick to animate the retail floor, there’s no shortage of speculation on the future of retail. One thing is certain—the face of retail is changing. The pressure to compete with online sales will remain constant, but the key differentiator remains the human touch brick-and-mortar retail provides.
AllWork launched earlier this year to address a universal pain point for beauty brands: finding and managing retail freelancers. The technology platform enables brands to get the right people in the right store at the right time to maximize sales. However, the business also launched with a commitment to building a community and providing a platform and voice for beauty retail talent.
Counter Intelligence was designed to have the lens of a glossy print magazine but with the intent of a trade publication for beauty retail talent. AllWork believes they are the ultimate influencers. For brands, Counter Intelligence will provide an editorial vehicle to authentically connect with talent, and it will provide insight from the retail floor through their perspective of the industry, from what motivates them to trendspotting.
I started my career on the retail sales floor, so I have a passion and respect for retail talent. Having the opportunity to be the Editor in Chief for the first issue of Counter Intelligence has been a complete honor. Check out the first issue and give a thought to how you can empower the front line of your brand and turn them into your ultimate influencers.