How Coty turned every counter sale into a direct connection with its beauty advisors

In the perfume industry, the purchase decision is made at the counter. Customers arrive with an idea and leave with the fragrance their beauty advisor recommended they try. That moment—the demonstration, the advice, the sale—is the channel's most valuable asset, and it happens every day at hundreds of retail locations. But beauty advisors and demonstrators aren't brand employees: they work on the retailer's sales floor, serving a counter where dozens of houses compete for their recommendation. For Coty, incentivizing that counter force meant operating cash rewards and spreadsheets, with different rules per chain, payments difficult to audit, and zero traceability of which incentive produced which sale. The challenge was twofold: getting Coty fragrances to be the ones advisors choose to recommend first, and converting an existing trade budget into measurable commercial intelligence—by location, by chain, and by product.

We operate a sell-out incentive program for Coty targeting beauty advisors in the retail channel. We identify those who sell their fragrances at each location, register them on the platform, and give them points and rewards each time they complete a validated sale. For the advisor, the mechanics are simple: register your sale, earn points, and redeem them instantly for digital gift cards—no cash, no waiting, no paperwork. Campaigns follow the category's real calendar: multipliers on launches, per-location challenges, and special goals during peak season, when the year is defined for fragrances. For Coty, every validated sale is also a data point. The platform returns in real time who's selling which fragrance, at which counter, in which chain, and when: the commercial intelligence that used to be scattered across each retailer's reports, now centralized and actionable. The trade budget is no longer a leap of faith.