Promoted Supplier
Eve Taylor
From a new client confidence initiative to a therapist support campaign, Chris Taylor, director of Eve Taylor London, explains how the skincare brand continues to serve its accounts
What did you do during lockdown to support salons, spas and therapists?
“Being a family-run company, we took the decision to remain fully operational during the lockdown, initially with a skeleton staff of the directors working to pick, pack and dispatch orders while a couple of key staff members were able to work from home to keep on top of enquiries and administration. Collectively, the hard work allowed us to support therapists by providing uninterrupted service as normal.
“To maintain motivation with our therapists, our brand and education manager and his team provided weekly Facebook Live and online sessions to share knowledge and keep focus.
“An overhaul of the education syllabus saw the development of a new online learning portal, made available to our therapists to undertake full and in-depth training at their own pace, in the safety of their own homes.”
What ongoing changes have you made to support accounts since they reopened, and throughout the pandemic?
“We created the You’re in Safe Hands initiative for our therapists to help restore client confidence after such a long lockdown, as many were nervous going back into the salon environment. We created a range of materials such as decals and tent cards to give reassurance that all of the necessary Covid safety procedures and policies and were adhered to and they really were in safe hands.
“We also launched our Support your Therapist campaign to let the public know therapists were still available to offer online consultations and recommend homecare products to maintain their skin, even if their region didn’t allow salons to reopen at that point.
“We continue to actively direct all retail enquiries to our therapists rather than to our own website through our salon finder, which all therapists appear on, regardless of their business size or spend.”
What do you think will be the key trends that drive the salon and spa market in 2021?
“Treatments for “maskne” will certainly be at the forefront, as requests from clients for products and services to treat under-mask breakouts is rapidly rising.
“Advanced treatments using technology will also be a key area of growth as clients have realised they can achieve a lot at home. Following the launch of our new ultrasonic device, clients are wanting to go that step further and have services with modalities to attain results they cannot achieve at home.”
What innovations can we expect from Eve Taylor in 2021?
“We are continuing to expand our growing syllabus of online content, which has proven to be a game changer for sharing education and knowledge with therapists who wouldn’t necessarily be able to attend regular face-to-face training.
“We have also just invested in new production and manufacturing facilities to support the rapid growth of the brand and alleviate any issues as a result of Covid and Brexit making us more self-sufficient than ever.”