Mastering Luxury Application for Laura Mercier Launch

Overview

 

When Trimex prepared to launch the premium Laura Mercier cosmetics range in the Australian market in the early 2000s, the company needed to ensure that in-store makeup artists could confidently demonstrate the brand’s unique and complex application techniques. Recognising the critical role that artistry and technical precision play in the Laura Mercier brand experience, Trimex partnered with Laurel Brown to deliver a national training initiative.

 

Objectives

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• Teach Laura Mercier’s patented application techniques to makeup artists of varying skill levels

• Ensure consistent and brand-faithful demonstrations in a fast-paced retail environment

• Increase confidence and capability of makeup artists to engage customers and drive product sales

• Prepare the team for a high-standard, premium brand introduction across major retail locations

 

Approach

 

Laurel designed and facilitated a series of targeted training sessions aimed at breaking down Laura Mercier’s sophisticated techniques into practical, accessible steps.  The workshops focused on hands-on practice, repetition, and clear visual instruction ensuring participants not only understood the techniques but could confidently replicate them with customers.

 

The sessions were structured to meet the needs of a diverse team, some of whom were seasoned professionals, while others were relatively new to high-end makeup artistry. By adjusting delivery style and offering individual feedback, Laurel helped unify the team’s approach and raise technical standards across the board.

 

Following the success of the initial training, Laurel was invited to lead a national roadshow to bring the same quality of instruction to store teams around the country.

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Outcomes

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• Improved technical capability: Makeup artists mastered advanced techniques and confidently applied them in-store

• Elevated customer experience: Shoppers received premium, brand-aligned demonstrations that reinforced Laura Mercier’s luxury positioning

• Team-wide consistency: Training standardised service quality and enhanced in-store professionalism

• Long-term partnership: The successful launch led to continued collaboration, including national training tours

 

Conclusion

 

Laurel’s tailored approach helped Trimex successfully launch Laura Mercier in Australia with confidence and consistency. Through expert facilitation and a deep understanding of brand integrity, Laurel equipped store teams with the advanced skills needed to deliver luxury experiences.