#97 – Discovering Jolimoi: a unique business model in France offering additional income in beauty with Jennifer Fiorentino, co-founder @Jolimoi

Welcome to Rendez-vous Marketing, the podcast whose mission is to help you develop online customer acquisition.

I invite digital marketers, entrepreneurs or CMOs to decipher with them the digital marketing strategies that they have used for their business and that have worked well, be it Facebook ads, content creation, SEO, video and many other things

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Today I am very happy to meet you again for a new interview with Jennifer Fiorentino, co-founder of Jolimoi, a multi-brand platform for social selling specialized in beauty.

Launched in September 2017 by Isabelle Rabier, who was later joined by Jennifer Fiorentino, Mathilde Lemée and Aurelia Clot

Jolimoi brings together nearly 10,000 beauty stylists who advise more than 150,000 customers and sell them beauty products from a catalog of 70 brands on their site (Epycure, Birdie, Ho Karan, Horace, Skin & Out).

Listening to me you understand that Jolimoi’s business model is particular because we find:

• A brand marketplace
• Social sellers, also called beauty stylists: people who recommend and sell beauty products in exchange for additional income
• The end customer who carries out the transaction on the site based on the advice of the social seller

All of this works within a custom platform that Jolimoi teams have spent years developing and improving, meaning we straddle the line between an e-commerce and technology company.

I find this business model ultra innovative and virtuous. So I wanted to understand how it works by talking to Jennifer in this episode of the podcast.

And I was amazed by all his transparency and clarity in his explanations. As usual I will give you a brief summary of what we talked about:

• 1° The genesis of the project and the idea
• 2nd Jolimoi’s business model: it allows thousands of independent French people to recommend them to sell beauty and wellness products selected by Jolimoi to their network and to receive an income or additional income.
• 3rd Execution: What was your market strategy (distribution, messages)
• 4th The question of funding: Jennifer can explain to me why it was necessary to raise funds on multiple occasions to improve their platform and thus continue to grow?
• Can you tell me more about recruiting beauty stylists (social marketers)? Is a “selection” or pre-qualification carried out?
  • Knowing that Jolimoi’s entire success depends on THEIR success, what has been put in place to help them grow their business? (tools, recommendations, training, advice, etc.)
• Value proposition
  • I personally find that it is not easy at first glance to understand how Jolimoi works as a client. How did you focus your value proposition to make the value of your offer easily understandable and how did you make it evolve over time?

This is the program for the first part of the episode that I recorded with Jennifer. In part two, we look at their entire acquisition and retention strategy, knowing that goal #1 is: 1 for Jolimoi is to recruit new social sellers and help them develop their business!

Here, now I’ll let you listen to my conversation with Jennifer.

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