It’s called Myhairboutique.it and is Wella Company’s response to the new wave of lockdown: a virtual salon open 24 hours a day where you can buy products, receive advice on use and see tutorials. But this is just one of the initiatives that the company (including the Wella Professionals, Opi and Ghd brands) has put in place and implemented investments in digital.
“Honestly, I did not expect hairdressers and beauty salons to remain closed in the red areas which, in fact – comments Giuseppe Gennero, CEO of Wella Company Italia – determines the closure of over 90 thousand businesses throughout Italy with over 200 thousand people involved. This affects more than 50% of the hairdressers we serve without counting a decrease in activity in the salons open in the orange areas. We have therefore set up a series of activities to support our employees and customers by resuming and updating what we did in the first lockdown. Like Myhairboutique.it which allows customers to purchase products directly after consulting their reference salon temporarily closed. I am strongly convinced that at the end of this further period of sacrifice we will resume working as always, guaranteeing, through our hairdressing customers, quality and full compliance with safety standards ».
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Despite the sharp decline in profits and turnover compared to forecasts, a year after the start of the pandemic, Wella has not reduced the workforce. “The pandemic has further united us as a company and made it clear that smart working, which we have already been doing for some time, can be further practiced even when everything is over, and that digitization has further exploded and can become a competitive asset not only towards hairdressers but also towards final consumers – continues Gennero -. We have structured a series of services to help the salon business. First of all, a series of free courses on the use of Facebook for business and WhatsApp business to increase traffic in the salon and at the same time regulate it, since the waiting room no longer exists for security reasons. Secondly, we have structured a continuous consultancy and tailor made support for the salons, for a minimum period of 6 months (for a fee) which we have called Personal Social Media Trainer. Finally, a series of Apps, including one dedicated to the management of the salon’s income statement, based on variables such as workforce, checkout and average receipt and another dedicated to social media with ready-to-use content for promotion. salon services and resale incentives “.
Apart from digital, there is also sustainability in the future of the company. Starting with weDo Professional, the new eco-ethical, natural, sustainable and clean brand with a 100% recyclable pack. The company is also globally committed to converting the production of hair dye tubes into recycled aluminum, post-consumer recycled plastic for caps and supporting responsible forest management around the world with recycled packaging.