Our client is Beautify. Beautify has approached McKinsey for help with exploring new ways to approach its customers. Beautify is a global prestige cosmetics company that sells its products mainly inside high-end department stores such as Harrods and Shanghai No. 1. It also has a presence online with specialty retailers like Sephora. Beautify produces a number of makeup, fragrance, and skin care products sold under several different brands. In department stores, beauty consultants play a critical role with consumers: approaching "passive" customers, demonstrating their knowledge of the products, actively selling the products, and maintaining a loyal customer base of repeat buyers. These consultants are hired directly by Beautify or through specialist, third-party agencies. Beautify is then responsible for selecting, training, and paying the consultants. Within Beautify, consultants are managed independently by each brand in each country. However, consumers are shifting more to online shopping, and too many beauty consultants are left working in empty department stores.