Talia Loubaton, the designer behind the Liberowe brand, is a self-proclaimed "real cheat" when it comes to fashion. Her secret? Expertly tailored jackets that do the heavy lifting, allowing her to achieve a polished, Parisian-inspired look with minimal effort. Liberowe's growing fanbase, which includes influencers like Leandra Medine Cohen and Hannah Dodd, is testament to the brand's ability to deliver impeccable style and practicality.

Liberowe: Effortless Elegance for the Modern Woman

Designing for Herself, Crafting for Others

Loubaton's journey with Liberowe began when she started designing pieces for herself as a working mother of two. Driven by a desire to create practical yet stylish garments, she soon found herself taking on bespoke commissions from friends and friends of friends. A trip to India, where she became "obsessed" with the Nehru-collar jacket, further inspired her to bring her vision to life.

Liberowe's Signature Aesthetic: Tailored Perfection

Liberowe's jackets are the brand's standout pieces, with their precisely cut silhouettes that evoke the elegance of couture. From fit-and-flare peplumed styles to long, lean Nehru-collar designs, each piece exudes a refreshing pragmatism and a touch of Seventies glamour. Loubaton's attention to detail and commitment to craftsmanship have earned Liberowe a growing following, with the brand now part of Net-A-Porter's Vanguard program, the luxury e-tailer's young-talent incubator.

Expanding the Liberowe Universe

While Liberowe's jackets have been the brand's primary focus, Loubaton is now expanding her creative vision. The label's shirting, modish dresses, and sumptuous cashmere knits have all been met with enthusiasm, showcasing Loubaton's versatility and her desire to offer her customers a comprehensive wardrobe solution. As she puts it, "I'm realizing I've got a lot more to say."

Liberowe's Parisian Inspiration and Global Reach

Raised in France, Loubaton's Parisian sensibilities are evident in Liberowe's aesthetic. The brand's "uniform" approach to dressing, with its emphasis on tailored jackets, reflects the effortless elegance of French style. However, Loubaton's global perspective, shaped by her studies at Central Saint Martins in London and her travels to India, has also influenced Liberowe's design language, creating a unique fusion of cultural references.

Building a Community, One Jacket at a Time

Liberowe's launch was a grassroots affair, with a bespoke client hosting a drinks party in her London flat to showcase the brand's debut collection. This intimate setting allowed Loubaton to connect with her customers, taking orders and measurements in a personalized manner. As the brand grew, Loubaton continued to "go get people and go find people," expanding Liberowe's reach to Paris and New York, driven by her belief that she was offering something new and trustworthy.

Resonating with Discerning Customers

Loubaton attributes Liberowe's success to the brand's ability to offer something unique and reliable. The jackets, which she describes as "a good product" that every woman needs, have struck a chord with a growing customer base that values quality, craftsmanship, and a touch of Parisian flair. Liberowe's commitment to delivering impeccable design and a refreshing pragmatism has made it a go-to choice for fashion-forward individuals seeking effortless elegance.

In the dynamic world of retail, the intersection between fashion and cosmetics has become a captivating arena for brands to engage with their customers. From navigating customer relations to maintaining vibrant communication, the strategies employed by industry leaders offer valuable insights. This article delves into the modus operandi of two renowned brands, Layla Cosmetics and Avon, as they navigate the intricate landscape of customer engagement and loyalty.

Forging Authentic Connections: The Layla Cosmetics Approach

Embracing Transparency and Relatability

Layla Cosmetics, a Milan-based company founded in 1936, has carved out a niche in the production of nail varnish, now distributed in over 3,500 sales outlets. CEO Babila Spagnolo emphasizes the importance of authenticity in the brand's communication strategy. "No filters, no deception: on social media, I am myself," she declares. This approach resonates with consumers, who seek genuine connections in an increasingly digitized landscape.Spagnolo's personal involvement in the brand's social media presence has been a game-changer. During the COVID-19 pandemic, she pivoted away from the traditional blogger collaborations and instead opted to engage directly with customers as brand ambassadors. This shift has paid dividends, with the brand's Instagram following skyrocketing from 15,000 to 107,000 followers.

Fostering Trust Through Transparency

Layla Cosmetics' commitment to transparency extends beyond social media. Spagnolo recognizes that the beauty industry is often plagued by "fake and unreachable" communication, which can alienate ordinary consumers. To combat this, she has made a conscious effort to showcase the product experience on "non-perfect faces," using humor and relatability to connect with her audience.One such example is the launch of the brand's mascara, "The Longer The Better," which featured a collaboration with adult film star Rocco Siffredi. This unconventional partnership not only generated buzz but also helped Layla Cosmetics achieve a 0.7% share of the Italian mascara market, a feat Spagnolo is rightfully proud of.

Building Personal Connections

Layla Cosmetics' success is rooted in its ability to cultivate personal connections with customers. Spagnolo's dedication to engaging directly with her audience has resulted in a level of familiarity that transcends the traditional brand-customer dynamic. "To this day, despite my hectic schedule, I launch products live, avoiding communication–quite common in the beauty world–that is fake and unreachable for ordinary women," she explains. This commitment to authenticity has led to customers referring to Spagnolo as "Layla" rather than her given name, Babila, a testament to the brand's ability to forge genuine relationships.

Avon's Consultative Approach: Empowering a Community of Brand Ambassadors

Redefining the Sales Force

Avon, the iconic cosmetics company with a history dating back to 1880, has long been a pioneer in the direct-to-consumer sales model. Arianna Gallicchio, the head of communication media and advertising at Avon Cosmetics Srl, emphasizes the importance of shifting the perception of their sales force. "Don't call them salespeople: ours are consultants," she asserts.Avon's network of over two million consultants worldwide, 50,000 of whom are in Italy, are not merely sales representatives but rather brand ambassadors and a loyal community. These consultants are attracted not only by the financial opportunities but also by the flexibility, minimal hierarchies, and the ability to work on their own terms.

Fostering a Personalized Customer Experience

Avon's customer engagement strategy revolves around leveraging the personal relationships and knowledge of its consultants. Through the brand's catalog, customers can enjoy a tailored experience, with consultants recommending the most suitable products based on their understanding of the individual's needs and preferences.However, Avon has also embraced the digital landscape, offering consultants the option to forgo face-to-face interactions and instead sell exclusively through e-commerce channels. To support these digital-first consultants, Avon provides comprehensive training on product knowledge, negotiation skills, and customer acquisition strategies, empowering them to become "beauty micro-influencers" in their own right.

Cultivating a Vibrant Community

Avon's success is rooted in its ability to foster a thriving community of brand ambassadors. By offering flexibility, financial opportunities, and the chance to work on their own terms, Avon has created an environment that appeals to a diverse range of individuals, from those seeking supplementary income to those pursuing entrepreneurial aspirations.This community-driven approach extends beyond the consultants themselves, as Avon leverages the personal connections and relationships within its network to drive customer engagement. By tapping into the knowledge and recommendations of its consultants, Avon is able to deliver a personalized experience that resonates with its target audience, solidifying its position as a trusted and innovative player in the cosmetics industry.