Case Studies - StriVectin

StriVectin® Creates an Army of Brand Advocates Over 10,000 Strong

StriVectin® is the world’s largest independent prestige skincare company focusing on clinical anti-aging solutions. Whether the issue is wrinkles, loss of firmness, skin damage, age spots or a complexion in need of brightening, StriVectin products deliver to reveal healthier, younger-looking skin. In fact, StriVectin-SD® Intensive Concentrate for Stretch Marks & Wrinkles™ is a worldwide bestseller often credited with starting the cosmeceutical skincare category. The product has sold over 6 million tubes globally with one sold every 59 seconds worldwide.

When StriVectin met Experticity, the brand had a great presence in department stores and specialty retailers worldwide. But due to frequent new product launches, StriVectin needed a scalable and engaging way
to train retail sales associates and keep product knowledge current year-round.

Highlights

  • Trained more than 10,000 sales associates on StriVectin’s ever-expanding product line
  • Moved product training materials online for streamlined messaging and updating
  • Built enthusiasm for the brand through engaging training modules and gratis programs
  • Created a resource library to include educational videos and printable training materials

Company Profile

StriVectin is a prestige skincare company focusing on clinical anti-aging solutions.

StriVectin
New York, NY
www.strivectin.com

Keeping Up with the Retail Sales Force

StriVectin had a dedicated field team on the road handling in-person sales-associate training, but it was nearly impossible for the company to reach every sales associate. StriVectin had considered developing its own web-based product training modules, but instead opted to partner with Experticity, a company that had mastered the process of creating interactive online training that was cost-effective and always up-to-date.

A Fresh Approach to Building Expertise

Experticity’s platform engages retail sales associates with brand-customized, in-depth training modules and fun Edu-Games. It also rewards them with discounts and special offers.

“We like the flexibility Experticity offers,” said Laurel Anne Harward, Director of Education at StriVectin. “I come up with ideas to tweak programs, and they’re always willing to work with us and grow together, which is a key component of success.” Working with Experticity has also helped streamline StriVectin’s education department. “I’m still intricately involved in the plans and feel Experticity is a good partner in helping to execute them,” said Harward.

The Power of a Conversation

StriVectin knew that prestige-beauty sales associates often have loyal customers that stick with them for years and continually ask them for product recommendations. And Experticity had proven that through the right training and personal access to the products they sell, sales associates not only increase their product knowledge, but also became stronger brand advocates that more consistently offer personal recommendations and testimonials to their customers.

Energizing and Rewarding the Experts

Experticity worked with StriVectin to create online training modules that made sure sales associates were well informed on the StriVectin brand and its latest product launches. Experticity also created a system for rewarding sales associates with discounted and gratis products. This meant even new sales associates quickly became brand experts who could offer specific, helpful input to customers and offer a high standard of customer service.

"We like the flexibility Experticity offers . . . I come up with ideas to tweak programs, and they’re always so willing to work with us and grow together, which is a key component of success."Anne Harward, Director of Education

StriVectin and Experticity continue working together to ensure that current information is available to sales associates. The companies have built an online resource center where associates can log in and print up-to-date documents or complete training modules and Edu-Games. The resource center is centrally updated to keep it current as new documentation becomes available.

Beyond maintaining a constant flow of current information and facilitating firsthand testimonials, the new training and rewards system has also helped StriVectin communicate the more complex benefits of its products. “We have a patented Vitamin B3 technology called NIA-114™ that is rooted in over 30 years of skin cancer research that is very compelling, but isn’t a two-second story that you can print on a box,” said Harward.

10,000 Members — and Counting

In the two years StriVectin and Experticity have worked together, StriVectin has transitioned most of its training efforts to Experticity, with a goal of moving away from classroom training and saving the company time and money.

"We have a patented Vitamin B3 technology called NIA-114™ rooted in over 30 + years of skin cancer research that is very compelling, but isn’t a two-second story you can print on a box."Anne Harward, Director of Education

Looking Ahead

StriVectin plans to introduce other elements into its brand advocate program, including an interactive mobile app to help customers and associates navigate product options together during a sale. The company is committed to keeping the information in its Experticity training modules fresh, so sales associates keep coming back to learn more. Through efforts like these, StriVectin is confident that sales associates will continually pass on their enthusiasm to current and future StriVectin customers, as the power of conversation continues to create positive buying experiences.