Return to press kit page    Chris Scott Makeup Gourmet® Cosmetic Counters verses Open Sell Know which shopping environment best fits your needs Traditionally, when shopping for cosmetics in department stores, you approached a counter, peered through the glass case that held the products, and waited to be waited upon. If you have shopped for a lipstick in the last five years, you have probably encountered a "new" type of retail layout in the cosmetic department at certain stores. Someone finally got the bright idea (maybe after shopping at the drugstore) to put all the cosmetic products in reach of the customer. The idea is simple. Let people select what they want without having to wait for the attention of a salesperson and get on their way. I have experienced all types of reactions to the old (counter) vs. new (open sell) way to cosmetic shop. Some find the new method (open sell) a bit more chaotic and disconcerting while others love their new found freedom. I have clients who wax nostalgically about how they use to shop at the counter. There are others who have taken to the open sell concept praisingly and have never looked back. From a salespersons point of view, the new open sell concept is a bit more challenging. Customers can now approach their "counter" from many directions and it is often impossible to know who was next. It is important as a customer and to your benefit to know the kind of attention you want before you go shopping, then choose the type of selling environment that best fits your needs. Here are three basic profiles of shopping preferences and the different selling environments that best serve these profiles: Counter service only: You like to be waited upon. You trust the opinion of your sales person emphatically. You don't mind waiting your turn, and in return you get the full attention of the salesperson when it is your turn. You may enjoy services like complimentary make-up applications. You may like to be called on the phone from your sales person. You like to look more than touch. Open sell department stores: You like to be waited upon or not. You trust the opinion of your sales person to a point. You want to get what you need and get out without having to wait for whoever was there before you. You may enjoy services like complimentary make-up applications. You may like to be called on the phone from your sales person. You like to touch as much as look. Open sell cosmetic only stores: You don't need or especially like to be waited upon. You have your own opinion about what cosmetics are right for you. You want to get what you need and get out without having to wait for whoever was there before you. Services like complimentary make-up applications are not a priority. You probably don't like to be called on the phone from your sales person. You like to touch more than look. Depending on your needs, different stores may meet them more completely. If you need to pick up a quick mascara, run into an open sell store, get what you want, and leave. If you are looking for more personalized attention, call ahead to the open sell department store or counter service department store and make an appointment with your favorite person before you go shopping. Remember: If it is attention you want, call ahead and make an appointment. If it is only product replenishment you need without waiting your turn, an open sell environment is best for you. These days, many people choose to shop from home. Interestingly enough, there are still two types of people who shop from home. The online shopper is a bit more media savvy and likes to hunt for what they need. They are more like the open sell only customer The tv home shopper really likes the service that the program offers (demos, explanations, funny side stories) along with their purchase. They are more like the counter service customer. With more shopping options than ever, the savvy consumer can now know not only what they want, but also how best to get it. About Chris: Chris Scott, makeup artist, author, instructor, media personality and theater producer has worked in all aspects of makeup for 20 years. His television persona, the Makeup Gourmet, appears on network television teaching makeup Recipes for Style. His book, Cosmetic Counter Survival Guide, How to Buy the Right Skincare and Makeup, has been featured on ABC, CBS NBC and UPN. His video series; Makeup Gourmet: Recipes for Style released its first edition in December 2002. His syndicated monthly columns on seasonal Health & Beauty topics and consumer information are featured on Radio station websites. He specializes in articulate information, artistry training, consumer education and personalized application. He provides professional makeup services to the fashion, film, television, print, video, entertainment and retail industries. You can contact Chris directly at: Chris Scott 1597 Dolores Street San Francisco, CA 94110 chris@makeupgourmet.com Tel/Fax(415) 648-3073   Mobile (415) 846-1597 Return to press kit page