We learned recently from a few of our determined beauty salon members affected by the mandated closure that a closed shop-front doesn’t mean you’re out of the game completely.
This week’s case study subjects James Vivian Dermal Therapies and Vaia Beauty are living proof that your business – and sustainability goals – can still progress!
James Vivian, Vic
Preparing the Salon & Staff:
Generally, new systems are implemented with time to appropriately strategise and refine, however, Covid-19 has forced us to move our business to a strictly online offering – without warning!
From a personal perspective, the drive to ensure we make it through this period, and to ensure my team have roles to return to, provide me with purpose and hope.
New Processes to Connect with Clients:
Just because our doors are physically closed doesn’t mean that we stop thinking about our clients all day, or that our clients lose their skin ambitions.
- Whilst we appreciate the change in priorities for many, for new and existing clients still wishing to ensure their skin is maintained during this period, we have introduced virtual skin consultations.
- We are offering complimentary bathroom spring cleans for new and existing clients who wish to discard unused, expired and inappropriate skincare and to focus on skincare they own that is suitable or to fill in any gaps with new skincare that will better target their concerns.
- We created a free online store using Shopify – it took us 2-days. We love it and so do our clients.
- We are running a 14-day isolation skin challenge on Instagram for new and existing clients who wish to join me on my morning and evening routine. I am sharing my tips for caring for your skin at home and I am inviting guests to share their routines as well as useful information beyond skincare, such as naturopathy, working from home advice, dermatological advice and hair and makeup.
- Lastly, we have done our best to package at-home versions of our treatments for clients to perform in their own bathroom. Clients have loved having the opportunity to recreate the in-clinic experience at home and to continue receiving an element of self-care that they look forward to when visiting us at James Vivian.
I’ve really leaned on Employsure throughout this process to help determine what is in my staff’s best interest and the clinic’s best interest.
Words of Advice:
Every business is very different, and every client and their needs are different. Knowing that we weren’t going to be able to physically put our hands on our client’s faces, we knew the next best thing would be making sure that they have all the skincare they need.
When this all first hit you couldn’t help but empathise with how this was going to affect everyone around us. For us, it was about making sure that we were connecting with our clients, providing information, support and advice on their skin that they could use at home that didn’t require them to outlay any money. We weren’t trying to ram anything down anyone’s throats and the feedback we’ve had from that has been really overwhelming. By continuing this mentality, we make decisions based on our clients’ best interests.
We’re still selling a lot of skin care so we looked at the impact of these mail orders; we went from the Australia Post Express Bag to the Better Packaging Co. bags, and Ranpack to protect the products. No plastic is being used in the packaging and Australia Post also does Carbon Neutral delivery, which is great.
This situation has also given us some time to look at the waste that we haven’t been able to divert to biodegradable or recyclable material