CHARLESTON, SC / ACCESS Newswire / February 25, 2025 / Retail is evolving at an unprecedented pace, and beauty is at the forefront of this transformation. As consumer preferences shift, brands are rethinking their strategies to maintain engagement, drive conversion, and deliver immersive shopping experiences.
According to Forbes, experiential retail and artificial intelligence (AI) are among the key trends shaping the industry in 2025. In the beauty sector, where in-store sales continue to outpace online sales by nearly $20 billion per year, brands that fail to adapt risk losing valuable market share.
Bright Beauty Collective (BBC), a leading retail field sales agency founded by industry pioneer Susannah Dellinger, is proving that innovation doesn't mean replacing people with technology, it means empowering them. In an era where some brands are cutting field teams in favor of digital solutions, BBC is taking the opposite approach: integrating AI-driven analytics with human expertise to create a smarter, more efficient field execution model.
Elevating Field Teams for the Future of Beauty Retail
Field teams play a critical role in beauty retail, serving as the bridge between consumers seeking education and brands aiming to connect with their audience in a meaningful way. While fashion and other retail sectors have adapted to digital-first strategies, beauty remains inherently experiential. Reliant on touch, scent, and personal interaction, most beauty needs can't be replicated online.
Founder and CEO of Bright Beauty Collective, Susannah Dellinger. Photo courtesy of Susannah Dellinger.
"Beauty retail isn't just about transactions. It's about creating moments of discovery and delight," explains Dellinger. "Field teams don't just explain products, they curate experiences that can't be replicated online. The best brands understand that this human element isn't a cost center, it's what makes beauty retail magical."
BBC is redefining what field execution looks like by combining its deep frontline beauty expertise with cutting-edge AI-powered optimization. The agency has developed a transformative approach: leveraging real-time analytics and best-in-class retail talent to ensure brands have the right people, in the right stores, at the right time.
"Anyone can buy AI software, but without the right people to execute the vision and build the relationships in store from the ground up, it's useless," says Dellinger.
As AI continues to evolve, no industry will emerge untouched by its influence. How AI is used, however, and to what extent, varies greatly. Earlier this month, Bright Beauty Collective's VP of Operations, Kathleen Tozzi, shared insights with The Wall Street Journal on how AI is reshaping field execution strategies at BBC. Tozzi emphasized the industry's shift toward data-driven retail optimization, noting that AI is already transforming how BBC tracks results and organizes its diverse team spread across the country.
Strategic Growth and Leadership Promotions
As part of its commitment to innovation and operational excellence, BBC is expanding its leadership team to support its evolving field execution model. Key promotions include Christine Davis, Janice Harrington, and Sherene Vargas, all of whom started in the field and have quickly risen through the ranks due to their expertise and impact on the business.
"This incredible group started in the field, immersing themselves in the daily realities of retail…connecting with customers, driving sell-through, and mastering the nuances of in-store execution," says Dellinger. "Their talent was undeniable, and their rapid growth within the agency speaks volumes."
By prioritizing internal growth, BBC is building a leadership team with firsthand experience in the realities of retail, making them uniquely equipped to guide the next generation of beauty professionals.
AI Meets Human Expertise: A Game-Changing Execution Model
Bright Beauty Collective's technology-forward execution model is designed to enhance, rather than replace, human interaction. "Retail brands are cutting costs at the exact moment when consumers demand more personalized experiences," says Dellinger. "The future of beauty retail isn't digital or physical, it's experiential. When you combine expert beauty advisors with AI-powered insights, you transform stores into destinations for discovery."
BBC's leadership team provides the decisive edge in its execution model. Unlike traditional agencies, BBC's new leadership has built their careers from the ground up, starting as in-store beauty advisors and developing firsthand expertise in driving retail conversion. This unique foundation allows BBC to blend industry knowledge with cutting-edge technology, giving brands a competitive advantage in today's rapidly evolving beauty landscape.
By prioritizing human expertise while leveraging AI-driven insights, BBC is proving that field teams aren't just necessary, they're the future. As the beauty industry navigates its biggest transformation in decades, Bright Beauty Collective stands as a pioneering force, leading the way with innovation, expertise, and an unwavering commitment to elevating the in-store experience.
About Bright Beauty Collective:
Founded in 2021, Bright Beauty Collective partners with premium beauty brands to optimize their in-store presence and deliver measurable ROI. By combining AI-powered retail analytics with elite beauty expertise, BBC is transforming the future of beauty field execution, one store at a time.
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SOURCE: Bright Beauty Collective
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