Tatiana, your colleagues and partners describe you as one of the most level-headed and positive business leaders, who is also very generous in sharing ideas. How did you develop these qualities in generally tense business environment?
You know, I can`t say I was consciously developing these qualities. What I developed over the years of working with people in the realm of beauty was the approach to certain things.
Firstly, focus must be on people, not on problems. In the beauty industry we deal with something extremely delicate and valuable - people′s emotions and the way they see themselves. When difficulties arise, either with a client or within the team, it`s easier to focus on the problem. But to see people behind problems is much more effective. What troubles them? What motivates them? What outcome will make them happy? This shift in focus from ᳓what went wrong᳓ to ᳓who are we doing this for᳓ instantly clears the picture, brings peace of mind and energy for problem-solving.
Secondly, I see beauty as a source of positivity. Our mission is to recharge people with the energy of beauty. New fragrance, lipstick, well-suited cream improve client`s mood, make her smile, reinforce her desire to move forward and enjoy life. This joy is contagious. I truly believe in power of beauty products, and that is my inner source of energy and optimism. I don`t see my work as a routine because it gives me the opportunity to perform small miracles on a daily basis.
Thirdly, conscious learning and curiosity are paramount. Beauty industry is never still, it constantly sprouts new brands, technologies and trends. If you want to stay ahead, you can′t stop learning. My interests go far beyond industry updates, I read a lot about leadership, psychology. Understanding how our brains work and why we react the way we do gives me that level-headedness you mentioned. If you know these things, you don`t act on impulse, you think first.
Fourthly, generosity is a strategy. For me being generous with my ideas is the only way. When you share, you don′t lose anything, you multiply what you have. You inspire the team, forming an environment of trust and creative cooperation where breakthrough solutions can emerge. My job as a leader is not to sit on my knowledge, but to be a catalyst for the growth of my team, since their success benefits both me and the company.
As a leader and as a person I learned to see challenges as opportunities, people as potential, knowledge as a tool for growth. And, of course, none of these principles will work if you don`t love what you do and have no respect for those with whom you do it. In my case this love is fueled by magic of beauty industry.
You′re both a hard worker and a true visionary. What do you think is more important for success in business these days? And what else you need to run beauty giant like LETOILE?
In my opinion, they should go together like two sides of the same coin. This is very evident in LETOILE. We need vision to sense where the industry is heading, anticipate consumer desires, create that special emotional ′magic′ around the brand. But impeccable execution requires hard work in establishing supply chains, achieving top-notch service at each of our numerous locations, training every consultant so that they don′t just sell products but give well-informed and genuinely helpful advice. Hard work is the core of operational efficiency that allows us to maintain our famously low prices.
Also you need genuine empathy for clients and team members. The beauty business is based on trust, emotion and deep understanding of human nature. You have to really think about motivation for a consultant who works in a far-away northern city or concerns of a new mother looking for her first anti-aging cream. Courage to delegate is important but before that you have to surround yourself with people who share company′s values, unite them over a common goal and empower them to be the best versions of themselves. Curiosity is also essential for moving forward.
Tell us about your self-made woman career journey. Where were you educated and to what extent has your formal education proved useful?
I graduated from Plekhanov University of Economics - one of Russia′s leading universities, where I majored in Economics and Mathematics. It was a good education that developed my systemic thinking, helped me understand numbers and business processes, gave me solid foundation to build on. But practical experience is something you pick up as you go. I learned most valuable lessons not in classrooms, but in stores, negotiating with brands, communicating with consultants and guests. Adapting to ever-changing beauty industry makes every day a school day.
So yes, formal education is essential. It`s a very important tool to have if you want to succeed, but certainly not the only one. It doesn`t guarantee anything. And it won`t take you anywhere if you don`t have - among other useful traits - a thirst for knowledge and high adaptability to change.
My story is not one of a sky-rocketing career that was built according to some plan. I just followed my passion but on the way I wasn′t afraid to take responsibility or show initiative. I was always asking: ᳓Why are we doing it this way?᳓ ᳓What if we try something different?᳓ I didn't wait for opportunities, I took them, always doing more than was expected of me.
Over time I realized that we weren′t just doing retail. We were making people beautiful, changing their perception of themselves, boosting their confidence. We were providing jobs and career opportunities for thousands of employees across the country. That changed my mindset from ᳓business᳓ to ′life′s work′. I discovered the calling that made me strong and gave meaning to every day of my life.
IT′S A PLEASURE TO CREATE BETTER LIFE FOR THOSE AROUND YOU
What do customers appreciate the most about LETOILE? What are the keys to success and how you combine them?
The key to LETOILE′s success is the ecosystem we′ve been building for years. In fact it`s a whole key-chain based on a simple yet crucial principle: we don′t just sell cosmetics and perfumes, we make beauty accessible and enjoyable for every woman.
We offer unparalleled value of affordable luxury, giving women - regardless of their income or location - the opportunity to enjoy the world′s best beauty brands. Our loyalty program isn′t just marketing; it′s our way to show customer appreciation. We aim to make buying something from your favorite brand not a one-off holiday indulgence, but an affordable ritual.
Our assortment is extremely broad, versatile, and we have everything you can possibly want in every store. It′s incredibly convenient. Whatever customers look for - latest Korean skincare, unique niche fragrance from legendary Olivier Cresp, a tried-and-true mascara, complex skincare product by Shiseido, they will sure find it in LETOILE, discovering something new in the process.
Our service is built on expertise and empathy. We invest extensive resources in training for our consultants because we regard them as our beauty ambassadors. The ideal LETOILE consultant is someone who listens, understands and offers the solution you need. Our ′master key′ is customer-centricity at every level. We′re not perfect, but we work every day to become better for our guests.
You′ve been leading LETOILE for nearly 15 years. How did you see the company in 2011, when you took the reins, how do you see it now, what would you like to see in the future?
I would say that by the time I joined the company, LETOILE had already established itself as the strongest and the most recognizable player in the market. But despite having good ties with brands, lots of regular customers and wide network, we lived by the rules of ′traditional retailer′, focusing on operational efficiency, logistics and number of stores. We were selling beauty, but, to be honest, without much soul. The main challenge was to transform the company from a cosmetics shop, albeit huge and successful, into a friendly and welcoming beauty platform for millions of women, a place of inspiration, trust and discovery.
So we got to work. We made beauty experience with LETOILE seamless throughout all our channels. Customers begin their journey through the app, continue with in-store consultation and order their products online. We are using technology - sophisticated analytics, automation, CRM systems as a tool to enhance human connection.
Most importantly we upgraded our service to the culture of care. Our consultants are experts both in beauty and psychology, our managers are development partners. We′ve measured and honed the NPS (Net Promoter Score) because the happy customer is our most important KPI. They are at the center of all our processes. Whether we get an idea to introduce a new brand or add functions to our app, we ask ourselves: ᳓Do our customers really need this? Will it make their life better?᳓
In 5-10 years I see LETOILE as a company that goes far beyond retail. I dream of collecting data on each and every customer - their preferences, skin type, even the climate of their region - to offer them 100% relevant selections. We will be investing even more in educational content because we want our customers to understand how products work, what is right for them, what goes well with what. We are also planning to broaden their LETOILE experience by combining beauty products with, for example, digital art. We strive to be with our clients at every stage of their lives - offering them their first ever cosmetics, perfect perfume for a date, safe products during pregnancy, anti-aging skincare much later. My greatest ambition is that in time, when a woman anywhere in the world thinks of beauty, she thinks of LETOILE - not as of the store but as of trusted life-long friend.
′LETOILE′ means ′star′ in French. Who or what is your personal guiding star?
Speaking honestly, for LETOILE and for me personally our client has always been and remains our guiding star. We are endlessly inspired by her needs, dreams and desires. Imagine a woman walking into our store. Whether she is having a tough day or getting ready for a date, she is our star. Everything we do is for the spark in her eyes, for her smile, to help her feel desirable and confident in her beauty. My inner guiding star is the belief that every person has a light in them, and leader′s job is to make that light shine the brightest. I believe that every member of our colossal team possesses the unique talent, energy and potential. My role is to create the right environment for them to blossom. I feel energized every time I see a consultation or manager coming up with a brilliant idea because they are not afraid to make mistakes. This faith in people guides me through life and career. Together we create our very own LETOILE universe, where all of us - clients and team alike - help each other shine a little brighter. That′s the real magic.
