In Japan, people who work at the cosmetics department of a department store are called “Beauty Advisors (美容部員, Biyou Buin)”. In the glamorous setting, beauty advisors help customers find the perfect makeup and skincare products, making them a source of admiration for many.
Refined hospitality, extensive beauty knowledge, and magical techniques that bring out a customer’s radiance - How are such dazzling customer skills honed to perfection?
WeXpats Guide interviewed two beauty advisors, one in their 3rd year and another in their 5th year, who work at “Niigata Isetan”, a department store in Niigata Prefecture.
Niigata Isentan is currently recruiting foreign staff. If you are interested in Japanese beauty and management, or want to work in the service industry, then be sure to check it out.
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The Role of Beauty Advisors’: A Brand’s Representative
―― Please tell us about the work of a beauty advisor.
While the details of the job may vary slightly depending on the brand, the main duty is to propose skincare and makeup solutions to customers. Other responsibilities include ordering supplies, cleaning, and email correspondence with the head office, but the job primarily involves being on the sales floor.
―― Each beauty advisor works exclusively for one brand. How is this placement decided?
At Niigata Isetan, the company decides the brand placement based on aptitude tests and interview results. Over personal preferences, factors such as brand image and customer compatibility are carefully considered.
However, many staff members grow to genuinely love the products of the brand they are assigned to as they continue working there.
―― I see, it seems like some may even discover, “I match this brand’s image!”. What is the training process like upon joining the company?
New recruits attend a 1 to 2 week training programme at their respective brand’s Tokyo headquarters.
Recruits from across the country that join the company at the same time gather to receive training in sales techniques and etiquette in training camp style.
Of course, the training programme also places a strong emphasis on the most important part of the job - “Touch-Ups” where beauty advisors place makeup or skincare products directly on customers.
―― It sounds reassuring for beginners. How do beauty advisors continue to develop their skills after training?
Back at the store, we participate in role-playing customer interactions with our mentors, and practice applying makeup under their guidance.
It is also important to keep their eyes and ears open outside of work. For example, I imitate customer service that I was happy to receive when buying my own cosmetics, and even reference places beyond the cosmetics sales floor, such as “This hairdresser is approachable" or “The speed she speaks is comfortable to listen to”.
―― When do you feel rewarded at your job?
When customers specifically request for me.
The brand I represent attracts customers who prefer artistic and unique makeup, which means beauty advisors’ makeup skills are often put to test. That’s why it’s particularly rewarding when a customer says, “I’d like you to assist me again.”
To offer new possibilities even for customers who are well-versed in makeup, I make an effort to stay updated on trends, experiment with different colour combinations, and always work with the awareness that I represent the face of my brand.
―― It’s true! I often choose makeup products because I admire the beauty advisors and want to look like them.
Hearing that would surely make the beauty advisors happy. Many customers decide to purchase products because they admire the beauty advisors, which is why I take care to maintain good skincare habits myself.
―― Taking your job seriously helps enhance your confidence and charm. Are there any other ways to approach communication with customers?
First of all, I listen carefully to the customer, and strive to make suggestions that resonate with their feelings.
Sometimes I can tell at a glance, “This customer seems to be struggling from dry skin…” However, directly pointing it out might unintentionally hurt their feelings.
Instead of simply recommending products, I focus on communication that helps customers feel confident when they visit the sales floor. I believe that the power of makeup is to help you love yourself.
Writer's Pick
The Appeal of Niigata Isetan: “Connecting to Each and Every Customer”
―― There are many jobs involving makeup. Why did you choose to work at Niigata Isetan?
I was born in Niigata, and as a child, Niigata Isentan was “the most glamorous and trendy place in the area”. When I decided to pursue a career in beauty, it was a natural choice for me to work at Niigata Isetan.
―― After joining, what did you find particularly appealing?
Niigata Isentan is a community-based department store. Although we do not have as many customers as department stores in Tokyo and Osaka, this allows us to remember the faces of regular customers, and offer service that truly connects with their lives.
Just like how Niigata Isetan sparkles in my childhood memories as a special place, I aim to help customers create cherished memories. I feel proud to be able to contribute such meaningful work.
―― It sounds like a workplace where you can really engage in customer service. From what you said, it seems like you have strong ties with the community, is it possible for people from overseas to thrive in this environment?
Of course! Recently, there is a growing number of people from overseas living in Niigata, and opportunities for staff with foreign language skills and international sensibilities have increased as well.
As diversity continues to grow in the region, I think it would be marvelous for Niigata Isetan to lead the way.
We would also be delighted for those who come to work for us to come to see Niigata as their true home and develop an attachment to the area.
―― Niigata is famous for rice! It carries the impression of being an affordable and comfortable place to live.
That’s right. Niigata Isetan is located in the heart of the prefecture, so there are plenty of establishments and conveniences. I don’t think there is much to worry about in terms of daily life.
―― What kind of people are you looking for?
We’re looking for individuals who share the value of putting the customer first.
When people from different countries work together, cultural misunderstandings may occur. However, if both parties act with the customer’s best interest in mind, I believe that they will carry mutual respect and improve each other.
This is a job where you can face customers’ smiles directly. We welcome applicants who love beauty and want to work with a strong sense of hospitality.
