What the beauty industry can teach coaching about measurable results
Written by Zoe Lewis from The Leadership Coaches
When was the last time you bought a beauty product that promised a transformational result?
Perhaps it was a premium face cream claiming to reduce wrinkles in 14 days, or a specialised hair treatment that vowed to deliver stronger, shinier locks after just one use.
Or maybe it was a high-end shaving foam promising the smoothest shave you’ve ever had.
Now, ask yourself this: Did you measure whether it actually worked?
Chances are, you didn’t. You simply trusted the marketing or made a subjective judgement in the mirror.
And this is where the beauty industry and the coaching industry have something in common. Both promise results, but those results are often not properly measured.
The power of perception vs Proven impact
In the beauty industry, marketing plays a huge role in perceived effectiveness.
Sleek packaging, clever wording and celebrity endorsements create a compelling promise.
Whether the product delivers is often left to personal interpretation.
Some brands, however, stand out by offering more concrete proof points. They share clinical trials, before-and-after images or customer satisfaction scores.
These measurable results strengthen their credibility and make the buying decision easier.
Coaching is no different. When companies invest in executive coaching, they are essentially buying a solution, a pathway to greater leadership effectiveness, improved decision-making or enhanced team performance.
But far too often, the impact is left to subjective observation rather than tangible evidence.
Where coaching can learn from beauty
The best beauty brands are now making effectiveness part of their product narrative. They showcase measurable data, such as “90 per cent of users saw improved skin elasticity after four weeks,” giving consumers a sense of certainty.
In coaching, the most impactful providers do the same. Rather than relying on anecdotal feedback, they use clear metrics to demonstrate return on investment (ROI). This might include:
- Pre- and post-coaching assessments to show measurable growth in areas like leadership capability, confidence or decision-making
- Quantifiable business outcomes, such as improved retention rates, faster project delivery or increased revenue
- Impact reports that link the client’s growth to tangible business benefits, measured by internal sponsors, providing hard evidence that coaching drives results
The fluff vs The facts
Just as some beauty products rely heavily on marketing fluff, there are coaching providers who sell vague promises of ‘transformation’ without backing it up with evidence. In both industries, the best providers move beyond feel-good language.
In executive coaching, this means:
- Defining success metrics upfront, with clear goals and measurable outcomes set at the beginning of the engagement and reviewed throughout
- Tracking progress, with regular check-ins to assess tangible improvements with both the client and their sponsor within the organisation
- Reporting on impact, delivering outcomes and data that links coaching to business performance
Why it matters: Trust and credibility
In the beauty industry, customers are becoming increasingly savvy.
They want proof that their serum or hair treatment will work, not just clever advertising.
The same is true in coaching.
HR, L&D and Talent leaders are under growing pressure to demonstrate the value of their investments.
Without measurable results, coaching risks being seen as a ‘nice to have’ rather than a business-critical solution.
Final thought: Beauty that lasts
Ultimately, both industries sell something deeper than the product or service itself.
Beauty products promise confidence, youthfulness or self-assurance.
Coaching promises enhanced leadership, resilience and greater influence. In both cases, the real value lies in delivering lasting, measurable results.
So, next time you invest in either a beauty product or an executive coaching programme, ask yourself: How will I know it worked? Because when you measure the impact, you move from wishful thinking to genuine transformation.
If you’re looking to invest in coaching that delivers clear, tangible outcomes for your leaders and teams, we’d love to support you.
Let’s talk about how we can help you align coaching with real business impact.