Outliers A/W20

SOCIAL CLIMBERS
CeCe’s Hair, Make-Up
and Beauty, Hamilton
@cece_hair_makeup_beauty
The retail revolutionary
“I WOULD SAY NINE out of 10 clients sit down
and show me a picture of work I’ve posted,” says
Charisse Nailen of CeCe’s. “I get a lot of clients
through social media. They ask me what would suit
them; they like me to take control.
“When lockdown started, my Instagram
following was fewer than 6,000. With time for
improvement during lockdown I decided to focus
on social media. By the time we reopened, our
following had more than doubled. That’s because
I recorded lots of tutorials, talking about why box
dye wasn’t the answer to those roots, or how to look
after curls. I also started Redken Recommendations,
answering 50 to 60 messages a day from consumers
asking what products would give them the hair
they wanted. Since reopening, the retail has flown
through the door!
“When Redken launched Extreme Length, I
recorded a video about biotin, the key ingredient,
and its benefits. As a salon exclusive, I decided to
take pre-orders with a bank transfer and offer a click
and collect service.
“I had a great response and now I’m looking at
setting up Instagram Shopping so clients can click
and buy the product they seen in our posts. I have a
10-week wait for appointments right now, so I must
be doing something right!”
“Nine out of 10 clients sit down and show me a picture of work
I’ve posted. I get a lot of clients through social media”
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