Australian skincare icon Ella Baché has been one of Australia’s most loved brands for 60 years. But over these decades, it has continued to evolve.
From its roots as a family business, the company now has 100 franchises, its products are available in more than 150 salons and 35 David Jones stores across the country, and also operates a skincare school that offers training and education for students aspiring to a career in the beauty industry.
Like almost every Australian business, his business faced seismic disruption during the COVID-19 pandemic, when it had to adapt to survive and thrive.
Nearly three-quarters of the company’s and its stores’ revenue came from services, but this was upended when the previous government imposed lockdowns and closed the business in March 2020, leading to a 50% revenue loss. %.
While the company had invested significantly in digital channels before COVID-19, Hallas has accelerated the transformation of the skincare industry and academia.
“For example, everyone in our beauty academy could learn on our online learning platform,” she said.
“We used this platform to keep our therapists and franchisees connected and ensure students continue to learn. Our network members came out of COVID feeling much more knowledgeable about product, service and customer experience.
The company also created 100 virtual salons in which franchisees and therapists created educational and instructional content and posted it on Facebook, Instagram and TikTok to engage customers, sell products online and generate revenue.
“The content on our digital channels has become our primary marketing strategy,” Hallas said.
“This boosts our online bookings, lounges and product sales. But the difference now is that we operate in a world where everything is open again, so we run an omnichannel business.
Education is a continuous journey
Hallas says part of being a successful business owner means being able to stay on top of the latest trends, emphasizing the importance of continuous learning and professional development.
“You have to stay curious if you want to become a business leader,” she says.
“I deliberately set aside times throughout the year where I caught up on the latest developments in technology, artificial intelligence, and other topics that everyone is talking about. I spend time outside of the company with my peers so that I can bring these learnings back into my business.
Additionally, for the past eight years, she has attended Harvard Business School for one week a year to complete an executive education program with 100 other CEOs.
“It allows me to get on a plane, which gives me valuable thinking time. I can walk the streets of New York to see what’s happening in retail overseas. It also allows me to spend a week away from my daily life and family and learn from Harvard professors and other CEOs.
Hallas also emphasized the importance of having strong female mentors and proactively building a network of industry leaders, peers and colleagues to thrive in their careers.
“I built my network organically and by research. I’ve met some great people along the way,” she said.
“You can join amazing global CEO networks where women have created their own community. »
Learn more about embracing change and running a successful business at the Women in Finance Summit 2024.
Pippa Hallas will explain how she led a historic brand into a modern market to build a business empire.
It will take place on Friday November 15 at the Star, Sydney.
Click here to book tickets and don’t miss a thing!
For more information, including the agenda and speakers, click here.
This summit is produced by Captivate events. If you need help planning your next event, email Director Jim Hall at [email protected]
