What did you do during lockdown to support salons, clinics and therapists?
“CACI set up weekly communications with its global community via e-newsletters and social media, including online treatment videos, business advice and retail offerings.
“We wanted to create a direct link to our CACI community to show our support over lockdown, open the channels of communication, deliver business advice and increase engagement.
“We also unveiled a drop-ship service, delivering retail products direct to clients’ doors, so salons could generate a stream of revenue and profit while businesses remained closed. To quote one of CACI’s salon accounts, Abbi Gadsby from Beautology in Cambridgeshire, said: ‘CACI has shown all of their therapists so much support during this pandemic. I am so proud to be part of this brand’.
“With reports that hours of wearing PPE was causing skin irritation CACI wanted to show their appreciation for NHS workers by donating CACI Hydro Masks to local hospitals.”
What ongoing changes have you made to support accounts since they reopened, and throughout the pandemic?
“To prepare for the initial reopening, we launched a marketing guide to help businesses boost their revenue and customer engagement. Training at CACI’s Hertfordshire HQ resumed with strict measures in place – reduced numbers; NHS Test and Trace QR code; temperature checks; hand-sterilising stations; supplied PPE; two-metre social distancing in theory sessions; screen dividers in training rooms and breakout areas; and contact touch points regularly sanitised.
“In October, we introduced a Business Bounce Back scheme for professionals to purchase the CACI Synergy System to help boost revenue and attract new clients. With no capital outlay and low start repayments at just £50+VAT per month, a salon need only perform three treatments (one client in the next six months) to cover repayments. In six months, one Synergy client per day could generate more than £22,000. The scheme continued throughout November, with businesses able to order and train in Synergy during UK lockdown, with no payments taken until salons re-opened.
“Demand for CACI systems from international clients has been particularly buoyant. We needed to be able to provide training for our international clients without the need for travel so we set up real-time Zoom training from the UK head office for new clients in Bulgaria, Brunei, Italy, Poland and Australia.
“CACI’s innovative Electro Mask launched in October, with initial stock selling out within three days. It works as a face covering and simultaneously as a microcurrent treatment mask. It’s a protective solution for those concerned about having facial treatments without a face covering, and is also ideal for Scotland where it is currently mandatory for clients to wear a face covering at all times. The Electro Mask is available to use with all CACI Systems.”
What innovations can we expect from CACI in 2021?
“CACI will extend its professional and retail offering to tackle key skin concerns that have flared up with maskne. WFH and Zoom-ing, not to mention supersnacking at the desk, means more cases of ‘lockdown face’. We plan to help tone and tighten problematic areas in the coming year. With renewed interest in skincare maintenance, the focus for CACI in 2021 will be to support salons with retailing advice.”