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María Paula Alonso, who has 18 years of experience as a coach, is in charge of the management of Amor Propio, a chain of O Boticário stores in Colombia.
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The expert explained that the tasks of the AMO (Amo Management Officer) include promoting a lasting dialogue with all interest groups on respect, appreciation and values.
Why are you interested in creating this position within your company?
I believe this is a call for organizational consistency. All brands have values, principles and mottos that identify the organization as a brand.
I think what’s happening with O Boticário is that it’s no longer just the voice of a brand, it’s becoming a movement.
How did it become a sport?
What started as a beautiful intention, to talk about love, to be there from love, to have truly beautiful allies and ambassadors, began to grow into a movement and in search of inner and outer alignment, this place was created. They called me and asked me to create this initiative to take a stand and help mobilize inner and outer self-love.
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How is it manifested?
It has always been a value of the brand. O Boticário has long remained unchanged in this discourse of self-love, because love is glorified, but at this moment it has two very clear fronts.
The first is to align everything that is going on internally with the concept of self-love. We have met with our CEO and her entire management team to determine what self-love means to us.
What is self-love for Boticário?
It is the way that everyone gives respect, appreciation and value. We held a workshop with the management team to define this so that we were all clear about what it meant.
How is it expressed externally?
This is to be able to communicate this to the people who belong to the O Boticário community.
I say community because it includes not only the people who buy the product, but also the customers’ families, the people who ship the product, and even the people who receive the product from O Boticário as a birthday present. Everyone who comes into contact with the brand can be given the tools to listen to what they want to know about self-love and see how we can pass that knowledge on to them.
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How did he get this position?
O Boticário has been following me on Instagram for a long time and has seen my contributions. We have been working with leaders, organizations and people for 18 years. I have been able to accompany many public leaders, politicians and companies in their coaching process.
How were these concepts first put into practice internally?
By October, we had finalized our plans to start at the end of June. We began purpose and concept alignment workshops with managers.
We have meetings with our direct sales people to explain and create a ripple effect in communications at all levels of the company. There are also meetings with all employees, and we will have direct communications with those who have leadership roles in our organization.
The company already has 11 stores in the capital.
So what about outwards?
We are telling this to the public. The approach was clear from the beginning and we saw initiatives because it is about permanent listening, not imposing our notions of self-love, but we want to respond to people’s expectations. This is a path.
Specifically, how will the brand’s consumers or followers perceive this self-love strategy?
I think there are two very important scenes out there, the media scene and the web content, to hear what people have to tell us. The second thing, which is also critical, is the relationship between our sales team and our customers.
This means examining the greeting, the way the product is presented, and the language spoken to the customer.
We are building on our existing relationship approach, one for stores and one for direct sales. We are analyzing each step of that approach to really see the respect, appreciation and value we speak of in that part of the communication.
What is the message?
Self-love is a path, not a privilege, nor a club. In this message, there is room for those who love each other and for those who don’t. We want them to not feel guilty or ashamed for who they are.
That’s why we want to emphasize this message: Self-love is a personal form. We want beauty to be understood as the way each person relates to their appearance. Self-love is also consistent with freedom and respect for others, as long as you respect yourself and others.
Constanza Gomez Guasca
Folders
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