People trust people before they trust brands. That is why everyone who shapes the consumer journey needs consistent brand knowledge—not only the people at the point of sale.
In Brazil, Weitnauer do Brasil‘s W-Trainings programme puts this idea into practice. A recent series of sessions developed for Revlon brought together four audiences with different roles and objectives, while maintaining one connected brand story throughout the consumer journey.
Four Audiences, One Connected Journey
The programme addresses four stages of the journey: awareness, trust, desire and action.
1. Awareness: Creators and Influencers Creators and influencers explore the brand story, positioning and products through practical training and content creation opportunities. The objective is to give the people introducing the brand to their audiences the knowledge and direct product experience needed to communicate it accurately and authentically.
2. Trust: Beauty Professionals Makeup artists receive focused training on product formulas, performance, shade matching and application techniques. This gives beauty professionals the practical knowledge needed to make informed recommendations and explain product benefits with confidence.
3. Desire: Consumers Consumer masterclasses combine personalised beauty consultations, live demonstrations and hands-on product trials. These experiences help consumers understand the products, identify options suited to their needs and experience the brand directly.
4. Action: Retail Teams Retail team training focuses on product knowledge, customer conversations and sales techniques. The objective is to prepare point-of-sale teams to answer questions, guide product selection and support purchase decisions with relevant brand knowledge.
Why Journey Consistency Matters
The logic behind Trainings tracks closely with research on customer journeys more broadly. McKinsey has found that more than half of customers engage with three to five channels or touchpoints on the way to a single purchase, and that how well a company performs across the full journey is a stronger predictor of satisfaction and retention than how it performs at any single touchpoint (McKinsey, “Redefine the omnichannel approach”).
A separate McKinsey analysis of omnichannel engagement found that companies which get this right retain a significantly higher share of customers than those with a fragmented approach — a gap wide enough that consistency across touchpoints functions less like a nice-to-have and more like a retention strategy in its own right (McKinsey, “What is omnichannel marketing?”).
For a beauty brand like Revlon, the “touchpoints” aren’t only digital channels — they’re the people along the way: the creator who introduces a product, the makeup artist who recommends it, and the retail associate who closes the sale. Trainings applies the same underlying principle research points to for digital journeys — coherence across every point of contact — to the human side of the brand experience.
One Consistent Brand Experience
W-Trainings does not treat these audiences as isolated groups. Each session shares a consistent brand narrative while adapting the content to the specific role of the audience.
Creators support discovery. Beauty professionals provide informed recommendations. Consumers experience the products directly. Retail teams guide the final purchase decision.
Together, these stages support a more consistent brand journey—from initial awareness to the point of sale.
Turning Distribution into Brand Experience
The programme reflects Weitnauer do Brasil’s approach to brand development: combining distribution with local knowledge, professional education and audience-specific execution.
Distribution builds reach. Education deepens brand understanding. Connected execution strengthens both.
