McKinsey · Consumer / beauty retail · Intermediate · 25-35 min

Beautify: should in-store beauty consultants use virtual channels?

Last updated 2026-07-29

What is this case about?

A global beauty company is considering training in-store consultants to use virtual channels to connect with customers beyond the store.

Where strong candidates start

• Economics of virtual outreach
• Incremental revenue versus store substitution

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