"There's a great opportunity to get people into salons. Some of the best practices that I see from salon owners are the ones who have leveraged their social media assets."
Since joining Wella Company as CEO in December 2020, it’s clear to see Annie’s admiration for the industry. “one of the things I love about hairdressing is that it is transformative,” she says. "the bond between a client and their hairdresser has always been important, but it has been highlighted more so by the pandemic. You could walk in to a salon feeling bad, your hairdresser does magic with your hair and you walk out feeling like a million bucks. For me, that is why this industry is so important. You can make people feel like their true self,”she explains.
One key lockdown trend Wella Professionals are tapping into is the desire for natural grey, and they have responded with the True Grey Silver Glow service. “the True Grey Silver Glow treatment is for people who are saying, ‘I don’t want my hair coloured, I like my natural grey’. But not all grey is the same of course, some have undesirable yellow tones,” she says. The service helps to tone and illuminate grey.
“This service is about bringing grey clients back into the salon,” she adds. The brand has also put a bigger focus on hair and scalp care. “haircare is the new skincare,” says Annie. “one of the side effects of covid-19 is hair loss. Nioxin sales are booming and there is a lot of scalp care, and for women with longer hair, treatments for the ends,” she adds.
Throughout the pandemic, Wella Professionals supported the profession with a number of initiatives. “we allowed delayed payments, we figured out how to help salons monetise during lockdown and, where it was allowed, clients could order online and pick up in their salon,” says Annie. The brand also hosted free education, such as WE Create in April, where Wella waived the course fee and reached 100,000 people in just one week. “everyone was able to be learn, connectivity is key,” she says.
Wella Company is also making strides in sustainability.
Focusing on CO2, water and fibre to name a few key areas, Wella also looks to its frontline for ideas. “the employees at our German plant had great ideas,” says Annie. “for example, we have a pamphlet that goes in to every tube and they said ‘can we turn it in to a QR code?’ Sometimes, the best ideas come from the frontline.”
Annie shares her words of wisdom to salon owners, encouraging them to connect both in person and online.
“There’s a great opportunity to get people into salons. Some of the best practices that I see from salon owners are the ones who have leveraged their social media assets,” says Annie. And once clients are in the chair, it’s all about the service. “why not ask the client what they do with their hair before they even come in and then after the service, take the opportunity to teach them about the best aftercare.”