Beauty Store Business

AUG 2014

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98 August 2014 | beautystorebusiness.com Skincare Spotlight I make all of the same application mis- takes, and realized that the first thing to fix was the application process. The consistency of what happened in the 55 women's bathrooms she spent time in was startling: • The gloves were huge and slippery, offering no dexterity. • No one read the instructions. The paper was too big, yet the font was too small and was presented in seven languages. Indeed, women were doing a "science experiment on their hair without instructions." In a very "futuristic" move, Madison Reed started with a mobile app. No website, just the app. "Think about it," she continues, "she is living with this mobile device all the time. It is always in her hand. We created an app that is integrated in the application process of coloring your hair." The app is a physical video of someone actually coloring their hair and showing things step by step, which addresses the main pain point of home color—the instructions and the method. "We built the instructions into the box, trifold. We have instructions with big letters, big pictures and five easy steps." Errett's philosophy can be summarized by: "What can't be done, must be done." She started from scratch, and tried to view things from a place that does not take reality into account—to see things differently, to interrogate all of her own (and the market's) assumptions. "IT'S ABOUT TRANSFORMATION, NOT A BLOWOUT" It is with those words that Alli Webb, founder of Drybar, started her presenta- tion. Then she introduced herself: "I am a mom, a wife, a stylist and a company founder—in that order." And then she went on to tell her story. "I grew up in south Florida with natu- ral curly hair that was not easy to deal with. My parents had their own clothing business, where I learned at an early age how to operate a successful business. I watched my parents bend over back- wards for customer service. I got married, we moved West, I became a mom and was a stay-at-home mom for five years. Then I started a mobile blow-dry business to get out of the house—that was called Straight at Home. I had so much demand and not enough of me, which is how I real- ized there was a hole in the marketplace for blowouts. You could either go to an overpriced salon or the discount chain. I reached out to my brother and my hus- band, and Drybar was born." That was in 2010. Today, Drybar oper- ates 37 salons, has more than 2,000 employees and does 100,000 blowouts per month. It also offers products/tools. [See our cover story, page 74.] According to Webb, the secrets to Drybar's success are simple: • Keep it simple. Just blowouts. • Be nice. We like nice. • Empathy builds business. We trans- form the way a client looks and feels. • Always exude confidence. • You can't do it alone. ■ Ada S. Polla is the president and CEO of Alchimie Forever. She is the co-creator of her family's Swiss-based skincare line, which she launched in the United States in 2004. Her skincare knowledge and business skills have yielded double-digit annual revenue growth for the brand. She holds an MBA from Georgetown University and received a Bachelor of Arts degree from Harvard University. salonproducts@americandawn.com | 800 627 5839 r$CTDGT2TQFWEVU r5CNQP5JCORQQ6QYGNU r5RC#RRCTGN2TQFWEVU r&GUKIPGT;'PVTCPEG/CVU PREMIER MANUFACTURER & IMPORT DISTRIBUTOR V I S I T U S A T BOOTH #17136 1 3 t h - 1 4 t h J U L Y 2 0 1 4 S k i n c a r e S p o t l i g h t _ N o 1 8 1 4 . i n d d 9 8 Skincare Spotlight_No1 814.indd 98 6 / 2 7 / 1 4 1 0 : 0 9 A M 6/27/14 10:09 AM

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