Ella Baché is a skincare franchise network that has been in operation for over 70 years and has 100 franchises. The products are available in over 150 salons and 35 David Jones stores nationwide.
The company also runs a skincare college that provides training and education to students aspiring for a career in the beauty industry.
Pippa Hallas – who has been CEO of the company for over 14 years – told SMSF Adviser that she has driven the business through significant technological and generational changes, as well as the COVID-19 pandemic.
At the summit, Hallas will present a keynote address on how she has led a legacy brand in a modern market while innovating in her business and navigating disruptions.
Almost three-quarters of the revenue at the company and its stores was generated from services, but that was thrown into disarray when the previous government imposed lockdowns and shuttered the business in March 2020, resulting in a 50 per cent revenue loss.
While the business had invested significantly in digital channels before COVID-19, Hallas fast-tracked the transformation both in her skincare business and the college.
“For example, everyone in our beauty academy college could learn on our online learning platform,” she said.
“We used that platform to keep our therapists and franchisees connected and ensure that the students continued to learn. The people in our network came out of COVID feeling like they had a lot more knowledge around products and customer service and experience.”
The business also established 100 virtual salons where franchisees and therapists created educational and instructional content and posted it on Facebook, Instagram, and TikTok to engage customers, sell products online, and drive revenue.
“I had read a Harvard Business School case study in February 2020 about how a department store in China had put all their sales consultants into their social channels,” Hallas said.
“E-commerce businesses in China are a long way ahead of us. But my choice was either no revenue or try and get our franchisees and therapists to step out of their salons when they were closed and go into their social channels.
“The content on our digital channels has become our main marketing strategy. It drives our bookings, salons, and product sales online. But the difference now is that we’re operating in a world where everything is open again, so we run an omnichannel business.”
Moreover, while the business had an in-house manufacturing facility and warehouse in Sydney that typically operated as a wholesale distributor and direct-to-consumer distribution centre, it transitioned entirely to the direct-to-consumer channel that continued operating during the lockdowns.
Lessons learnt from disruption
The pandemic taught Hallas that a leader’s greatest strength is driving change.
She urged leaders to invest in professional development to remain relevant, adding that she carves time out of her business to learn about the latest technological developments, including artificial intelligence.
In addition, for the past eight years, she has been going to Harvard Business School for one week a year to do an executive education program with 100 other CEOs.
“This enables me to get on a plane, which gives me precious thinking time. I can walk through the streets of New York to see what’s happening in retail overseas. It also allows me to have a week outside my everyday life and family and learn from the professors at Harvard and other CEOs,” she said.
Hallas concluded by advising women to find mentors and proactively build a network of industry leaders, peers, and colleagues to thrive in their careers.
“I’ve built my network organically and by seeking it out. I’ve met wonderful people along the way,” she said.
“You can join awesome global CEO networks where women have created their own community.”
To learn more about how Pippa Hallas has steered a six-decade business through a rapidly evolving world, come along to the Women in Finance Summit 2024.
It will be held on Friday, 15 November, at The Star, Sydney.
Click here to book tickets and don’t miss out!
For further information, including 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 jim@captivateevents.com.au.
