Digital cosmetic transformation: How digital technologies can transform direct selling in the beauty industry

Urpi Torrado, Patricia Grisolle and Luis Noriega

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.

Introduction: Direct selling and the impact of technology

Yanbal has traditionally succeeded through Direct Selling and a strong personal contact between their consumer and its salesforce. Technology, on the other hand, and specifically digital access, have become an important part of everyday activities. How would technology affect this business model? Will the purchase decisions and even the actual purchase be affected with the irruption of mobile devices and online access in Yanbal's consumer base?

By way of this paper, the audience will find out the comparative results of various studies in Peru, Colombia and Mexico, done with the consultants (sales...

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