Céline hosts a jewelry-buying event that highlights the resurgence of direct selling, emphasizing personal connections and customer engagement. With the shift back to home parties, participants appreciate the opportunity to try on products and receive immediate advice. Social media plays a crucial role in expanding brand reach, as seen with the cosmetics brand ‘Belles sœurs,’ which experienced significant growth through personal interactions and viral marketing. The direct selling industry now supports over 700,000 jobs in France, reflecting its renewed popularity.
What may appear to be a typical girls’ night out is actually a jewelry-buying extravaganza hosted by Céline. The event kicks off with an engaging presentation of the brand. As a talented hostess, Céline dresses to impress. ‘You can get the long necklace with the adjustable disc and the ring for just 49 euros,’ she proudly showcases. The brand Victoria Bijoux operates without a storefront, relying solely on home parties for sales. This approach resonates well with buyers. ‘We can touch, we can try on, and we get everyone’s advice,’ one participant shares enthusiastically. Another young woman remarks, ‘Having Céline here means that if I run into any issues, I can easily reach out to her. I can ask her to take back a piece if there’s a problem,’ she explains.
The Resurgence of Direct Selling
Céline embarked on her journey as a sales consultant a decade ago to gain flexibility in her work schedule. She notes the revival of direct selling. ‘We went through a phase where digital was everything, with everyone glued to their screens and devoid of personal interaction. People are craving that connection again,’ she reflects.
Reflecting on the past, home selling enjoyed immense popularity during the 70s, particularly with the iconic Tupperware parties, which numbered around 4,000 each day in France. However, the rise of the Internet temporarily rendered this business model less appealing. Changes in consumer behavior have since shifted the focus back to the unique relationship between brands and their customers. ‘Today’s consumers are not just passive buyers; they actively participate in the product’s journey. When companies listen and adapt based on immediate customer feedback, it leads to product evolution and significantly enhances customer satisfaction,’ explains Frédéric Billon, general delegate of the Federation of Direct Selling.
Leveraging Social Media for Growth
In this new era, social networks play a pivotal role in connecting brands with their audience. According to Violette Soriano, co-founder of the cosmetics brand ‘Belles sœurs’,
‘While home selling connected individuals to their immediate networks, social media platforms, with their hashtags and viral ‘reels’, have expanded our reach dramatically.’
Consultant Noémie of ‘Belles sœurs’ has harnessed this trend to find her clientele. One customer shares her experience: ‘I spend a lot of time on Instagram and stumbled upon Noémie’s account. Her message resonated with me immediately,’ she recounts. This personal interaction not only showcases the products but also educates customers on their use.
Social media’s amplifying effect is undeniable. ‘Where traditional home selling reached close-knit circles, platforms with viral potential allow us to broaden our audience tremendously,’ Violette emphasizes. The brand ‘Belles sœurs’ has witnessed a staggering 300% growth within a year. ‘We launched in November 2022 and have already recruited 400 consultants in just over two years,’ shares Flavie Soldan, co-founder of the brand. Each consultant enjoys a 30% commission on their sales. This direct interaction with clients ensures that the brand maintains excellent value-for-money, fostering organic word-of-mouth marketing.
Today, the direct selling industry supports over 700,000 jobs in France, marking a significant growth in this personal selling approach.