For the month of February at SNOBS we’ve been celebrating our upcoming, opening night screening of the new book-turned-blockbuster Confessions of a Shopaholic. In just a few days we’ll be making one person’s shopaholic dreams come true with a $1000 online shopping spree and we’re hearing “confessions” from the successful women behind these Australian cyber-stores.
In May 2004, Claire Francoise swung open the doors to a beautiful new salon in Melbourne and – at the same time – launched her brand to a national (and international) audience online.
Claire Francoise Salon on Flinders Lane is 145 square metres of beauty indulgence – from the styling, therapy and pampering treatments on offer, right through to the stunningly fresh aesthetics of the salon.
The really impressive part, though, is how Claire managed to carry across the salon’s exact same feeling of feminine sophistication to her website clairefrancoise.com.au – and this was back when very few hairstyling or beauty salons were doing it.
When it comes to a consumer’s list of preferred suppliers these days, it’s becoming a case of, “If you’re not online, you’re not on mine.” Sure, there are exceptions but with so much business going online these days, can you really afford to run your show successfully without “web presence”?
At just 27-years of age Claire has doubled hers with a second, adjoining, website – her online store clairescosmetics.com.au – launched in December, 2008.
You seem to be doing a pretty impressive job of growing the Claire Francoise empire; where did it start?
I started in the industry in 1999 with a Beauty Therapy Diploma and launched my own business when I was 22. I worked as a sole trader, renting a couple of rooms in the back of a hairdressing salon but I always wanted my own and I got it in 2004.
The owner of the salon I was renting from mentioned they were selling their city Flinders Lane store, so I jumped at the chance. I started out with very little, not really knowing when the next dollar was going to come in. But after four and a half years I now have a staff of seven; hair stylists and beauty therapists.
Why did you launch a website for the salon from day one?
For me, the salon website was just part of the whole package when considering a business. I see it as part of the complete salon experience for clients but I guess that stemmed from my own interest in the internet. There were definitely not many others [in the industry] doing it when I started.
Now you’ve expanded with an online store, too?
Yeah, clairescosmetics.com.au is brand new and I suppose I’m taking on another risk really. But I launched the online shop because we have so many clients who live out of town or in the country, who wanted the flexibly of buying their favorite salon-only products without having to visit the store.
I also figured I could sell more products online than I could out of the salon so… [laughs] all of a sudden there it was. My companies preferred products in a complete shopping experience online!
It’s not just shopping, though, you also offer beauty advice?
Absolutely, if you go to the “What’s Hot” section, that’s free beauty advice from our own experiences in the salon and what we’ve learnt about using different products over the years. I write this to let our clients and customers in on what we know.
Has the online store changed your role – your weekly schedule – within the company?
It has, I tend to work mostly with the staff now and less with clients. I definitely miss regular interaction with my clients but the change is good in that I’m now working more on my business – both the salon and the websites – than in it. But I still love the opportunity to cover for girls and help out when needed.
It’s sad to say, a majority of business owners who decide to launch a website have at least one “negative learning experience” along the way. How did you go?
Well… I think business as a whole is just one big learning curve and you have small and big bumps along the way. Let’s just say I’ve had a lot of bumps along the way, too many to mention!
ENOUGH OF THE SERIOUS STUFF, LET’S TALK ABOUT SHOPPING!
There’s an overwhelming amount of beauty products on the market these days, can you give us some personal insight on choosing the right products?
Product choice can be very daunting, and it’s costly but expense depends on many variables. My recommendation is no product is wrong, it’s just finding the right one that works for your hair or skin type.
My personal experience has been to go with brands that I know the philosophy of, their product research, the ingredients used. But most important are the results on my hair or skin. That’s what convinces me as a consumer to spend more, or justify the price of any particular product or brand.
You obviously have to know a lot about beauty products to run your business, but what keeps you interested?
I love the internet, conversing with clients and reading all the latest beauty and industry mags to keep me up to date and interested.
What is, hands down, your favorite beauty product over the last six months?
St Tropez Everyday Body Tan; it’s a slight hint of tan without looking too tanned. You look completely natural, I use it every week!
For most of us, finances are tight right now – if you could advise one beauty product that women should always invest a “decent” amount in, what would it be?
Hair treatments, they make your hair smell beautiful, look beautiful and feel gloriously healthy!
FOR YOUR CHANCE TO WIN THE ULTIMATE SHOPAHOLIC’S PRIZE – A $1000 ONLINE SHOPPING SPREE… ENTER HERE NOW! Competition closes Saturday, February 28 [2009].
