Beauty Store Business

AUG 2014

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46 August 2014 | offers and comprehensive spiff programs. We are seeking to expand distribution by focusing on partnering with educationally focused distributors that value quality interactions over quantity. How do you distribute the Zelo products in various channels? To launch Zelo, we utilized a slightly unorthodox approach: We launched on HSN back in January 2011. Our goal was to achieve brand recognition among a large audience. The results were phe- nomenal. We sold out of our product allotment of 3,000 units in 20 minutes. It also provided us with repeat orders; we had and still have customers who are on automatic reorder. We began working with as well as this past fall. Business is going well as the order amount and frequency have been on the rise. Also, we began working with Spilo Worldwide in March of this year, which has been a fantastic partner. Obviously, Spilo's reach is huge, so the Zelo message has been communicated more than ever. After a successful sell-in period, it's exciting to see the reorders start coming through. In addition, our brand is international. We have sold Zelo in Europe, the Middle East, Asia and South America. And we allow retailers to sell our products online only—even if they don't sell it in a brick- and-mortar store. How do you encourage beauty retailers to market at-home keratin treatments? How can beauty stores best promote these products to customers and boost profits with them? Zelo appeals to a specific market. First, there is price sensitivity. Zelo retails for $19.99, far less than in-salon keratin treatments, which can cost $150 to $400 or more. So Zelo opens the market to those customers who are simply unable to afford an in-salon keratin treatment. Zelo also offers convenience for those people who are too busy to allow for a two-hour salon treatment. Zelo can be applied in the comfort of one's home, where a schedule is not a factor. There are also customers who like to control their own hair and do not want to let stylists perform the treatment. Of course, we also have customers that use Zelo to extend in-salon keratin treatments. Zelo is progressive; so the more often a customer uses Zelo, the better the results. What are your plans for Cosmoprof North America this year? We will be exhibiting at CPNA, booth D21243. We will be there under the Olez brand, but we would be more than happy to discuss Zelo international orders directly or facilitate Zelo domes- tic inquiries with Spilo Worldwide, which is coincidentally located right next to us. After the show how can someone contact you and find out more about your brands? For more information, please reach out to me, and I will be glad to assist. I can be reached at 800.890.8893 or care@ Finally, what has the reaction been like for your rapidly expanding Olez brand? We prefer not to provide specific salon names, but major salons in the Chicago, South Florida and New England areas are carrying Olez. The feedback on Olez has been unbelievable. We have received comments such as, "I have been in the industry for over 30 years and have never seen products do such incredible things to the hair," and "These products perform much better than even touted." ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. A t H o m e K e r a t i n f o r R e t a i l . i n d d 4 6 At Home Keratin for Retail.indd 46 6 / 2 6 / 1 4 3 : 0 7 P M 6/26/14 3:07 PM

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