How to Sell and Market SeneGence Products Online
Selling Online: It’s more than the Products! It’s the Performance Now let’s go into examples of Compliant posts that Distributors have posted..
Distributor Showed New Shades
The following post is compliant because the Distributor displayed and talked about the different shades beautifully. They did not make any claims that the Company has not already said in regards to the product being long-lasting, non-smearing, oil free, etc.
Distributor Provided Interesting Facts
This post is a great way to give Customers a timeline of how long each of the products will last based on a consistent daily regimen, as well as how many applications they can get out of the product. If the post was referring to a timeline of how fast the products work, then it would become a non-compliant post.
Distributor Presented Same Color on Various Skin Tones
With this post, the Distributor is clearly just letting Customers know of a beautiful color that is back in stock but limited edition so when it’s gone again, it’ll be gone for good. If the Distributor were to represent the product in a way that the Company has not, such as saying it is Gluten Free when it’s not (this is just an example), then the post would become non-compliant and the Distributor would have to delete that part of the post.
Distributor Created A Look
In this example, the following Distributor created her own look and broke down each product that was used. If she were to make a claim that the products changed her face in any way, for example by saying the eyeshadows made her fine lines completely disappear by moisturizing her eyelids, then the post would then become non-compliant. She would need to reword the post and mention how the coverage of the eyeshadows make it seem as though her fine lines have disappeared.
Distributor Advertised A Promo
With this final compliant example, the Distributor is only advertising for a promo and isn’t making any claims about the product. If the Distributor were to mention that the self-tanner made her cellulite disappear, it would then become a non-compliant post that would need to be changed.
Claims/Results vs Product Performance Now let's talk about what claims/results means and referring to the product performance of our products.
Claims/Results vs Product Performance • A claim and/or result is when you speak to a product provided and a specific result due to the use of the product • Sharing how a product performs is a personal experience you can share
• It is not compliant to show/share testimonials from friends or customers
• The picture to the right is non-compliant in many ways, but the main issue is that the pictures are a testimonial from a customer
There are a few non-compliant issues wrong with the post on the right hand side, but the main point of the slide is to show that Distributors are not allowed to post testimonials from others. It is important for Distributors to know that they are only allowed to share personal experiences.
Claims/Results vs Product Performance • Focus on appearance and less on function
• How things “appear” and not how it is • Describe how the product brightens the “look” of the skin and not that it “changes” the skin
• It is best to use “looks”, “seems” and “appears” in the wording when referring to a product • Example: The texture of my skin appears to be smoother and even! • Example: My pores look smaller after using the cream. • DO NOT SAY: The pores are smaller, the texture is smoother, the coloring is more even. Another thing to note is that adding a disclaimer is not sufficient, whether it be in the actual post or in any of the comments. For example: “results may vary” is not enough and therefore, it is best to air on the side of caution when posting about the function or results of a product.
Before and After Pictures: Power Selling Tools or a Compliance Issue? Now the topic of before and after pictures. Are they a power selling tool or a compliance issue? Let’s find out!
Before and After Pictures: Do’s and Don’ts • The best wording to use is “This is me before SeneGence makeup and this is me after” • Pictures are only allowed for Cosmetics • Show how products work in water, extreme weather conditions, how they don’t transfer on glasses, fabric, or kiss off, etc. • Time Tracking: Start a usage cycle and document results – this is not a before and after, it is a documentation of the progression of the product
• Including pictures of Customers or Friends and their testimonials • Before and After pictures (or any progression pictures) are not allowed for skincare products
Before and After Pictures: Do’s and Don’ts If a Distributor wants to post before and after pictures, they can only do so when it has to do with our cosmetics line. One example would be if they were showing themselves without and then with makeup, showing how their appearance looks after using SeneGence cosmetics. Distributors also like to demonstrate the staying power of SeneGence Cosmetics with a video of themselves emerging from a pool while wearing a full face of our makeup. When it comes to non-compliant posts, Distributors are not allowed in any way to post any pictures, whether they are before and after or not, of anyone else. It is extremely important to note that this goes especially for our skincare products. You CAN NOT post ANY before and after pictures of anyone, including yourself, when it comes to skincare. The next slide will show a great example of a compliant and non-compliant post.
Before and After Pictures: Do’s and Don’ts
The Distributor on the left is clearly showing the staying power of our makeup and is being compliant by using herself as a testimony, rather than someone else. Whereas the Distributor on the right is posting of a friend's mother and displaying before and after pictures on a skincare product. This entire post is non-compliant and would need to be taken down completely.
What Does Compliance Look For? Non-Compliant Examples
Distributors Cannot Promote Products as Pharmaceuticals Other examples of non compliant medical terms for reference such as: psoriasis, sunburns, burns, melisma, razor burns, cradle cap, and stretch marks.
Saying that our products can help heal eczema is a complete no. SeneGence products are for cosmetic use and cannot be associated as a pharmaceutical item. The entire post would need to be taken down.
SeneGence Products Cannot Be Associated with Cancer Claims The picture would have to be removed.
Once again, is it important to note that the pictures used are not from a personal experience, as well as before and after pictures are not allowed. The post itself on the right is compliant, as long as the comment that mentions the Distributor’s dad is deleted, along with the pictures on the left need to be deleted as well.
Distributors Cannot use Testimonials and/or Testimonial Pictures from Others Products cannot be the purpose of the claim but ingredients can be referenced as the source.
If a Distributor wants to refer to the product as helping provide fuller and thicker hair, then they need to be specific and reference the ingredients that do those functions. Located in the Beauty Book are two ingredients that explain how the hair achieves a more fuller and thicker look. Example: “The ingredient Capixyl is what can help hair appear fuller and thicker, alongside Hydrolyzed Rice Protein that helps fortify hair to prevent damage and improve volume.� As it says on the slide, products cannot be the purpose of the claim, but ingredients can be referenced as the source. Remember that when making posts!
False Claims
*Mascara that includes an ingredient that improves the appearance of your lashes*
Distributors cannot say that the mascara itself grew the lashes but instead need to specify the ingredient that helps grow the lashes. In the beauty book, it states that the ingredient Capixyl helps provide fuller, healthier lashes and increases new lash growth by over 46% in four weeks. << It would be best for Distributors to use this information in their marketing. And once again, Distributors cannot post testimonials from others and use pictures of them.
Prohibited Comments • “SeneGence pays for my car” The entire post would have to be taken down – it is not compliant to post about extravagant things.
• “I am making so much money as a SeneGence Distributor that I quit my regular job” Allowable Comments: • “I earned a lease reimbursement on my SeneCar™” • “I earned an all-expenses-paid trip to…”
When representing the lifestyle of becoming a Distributor, it is important to represent it as an average person. If it does not come across as average, then it can’t be said. These examples came directly from the Distributor Policies & Procedures Manual, where more can be found as well. Any posting of photos of expensive or high value assets and implying that your SeneGence Distributorship paid for such items such as bills, cars, houses, etc., will be considered non-compliant.
How Can Examples of Product Performance Online Lead to More Demos? • Have a link to your online product performance video or picture to your SeneSite or have viewers request a product sample that you can send them through the SeneBeauty app • Conduct an “online” SeneBlend Makeover using the SeneBeauty app when showing the results of specific colors or glamour looks • Ask those who engage with your posts if they would like to receive a product sample and share their product performance stories with you
Why is Compliant Online Marketing Important? • • • •
Protects YOU Protects your Customers Protects SeneGence Protects our Industry
SeneGence and the Compliance Department is not the enemy. It is important to remember that we are not the one who comes up with the rules and regulations. We are only looking out for the best interest of our Distributors. This is a tough Industry and we must follow the rules in order to continue to thrive and succeed together.
What is the most Important take away? • The SeneGence Mission Statement
“We empower women around the world to Live Life in Love and Abundance through careers that really work, selling innovative beauty products that really work.” • You can always be confident that SeneGence products really work. As you share the performance of these products through Social Media and in person, remember that it is the performance we demonstrate that keeps our products exciting, and your claims compliant.
If you have any questions, please email Compliance at compliance@senegence.com
Social Media Monitoring â&#x20AC;˘ The social media monitoring company that SeneGence uses is called FieldWatch
â&#x20AC;˘ Using the guidelines and regulations provided to SeneGence by the FTC, Fieldwatch comprehensively and globally scans the vast expanse of the internet â&#x20AC;˘ They look for harmful conversations, threats, and violations of the Distributor Policies and Procedures
By using this company, SeneGence is better equip to stay on top of monitoring marketing messages and social media posts. When a violation occurs, it is then sent to the Compliance Department.
Partnership to Protect
Don’t panic Rules are put in place to protect, not to punish Rules are not created by SeneGence, only enforced. Practice the three “T’s” – Trust, Tone, Timely Response.
It is important to remember that SeneGence and Distributors are in a partnership in this industry. The rules are in place for a reason and SeneGence has no say in what is and isn’t allowed. As the saying goes “Don’t shoot the messenger”. We are all in this together. If the Distributors succeed, then the Company succeeds.