Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.
Issue link: https://beautylaunchpad.epubxp.com/i/839938
52 | BEAUTY LAUNCHPAD | JULY 2017 Live & Learn/ Learning Curve COURTESY OF WELLA PROFESSIONALS The new WellaEd.com is a streamlined, simplifi ed site that consolidates must-know info about Wella Studios, competitions, scholarships and more. —TM One-Stop SHOP T he minds behind Wella Professionals (@wellahair) know that stylists are hungry for continuing education, competitions, scholarship opportunities and charitable outreach—but they're also super busy. So why not combine all of the brand's facets into a one-stop site? That's the inspiration behind WellaEd.com, which launched on April 1. "With Hairdressers at Heart, Wella Studios, shows and competitions, there are a lot of conversations going on, so we wanted to have one hub for everything related to Wella education," explains Christina Soffi n, director of educational operations and studios for North America. "Now people know where to go, and though they might visit for one aspect, they can learn about everything we offer." During the past year, the website has been perfected for the ultimate online experience. For the TrendVision Awards, stylists have access to detailed information and they can check out past winners. The Studios section highlights classes, spotlights instructors and enables online purchases of education and branded gear that quickly sell out. Users can also learn about how Wella gives back with Hairdressers at Heart and scholarships for continuing education or beauty school. "People love that there's one go-to spot with a simple, clean design," Soffi n enthuses. "We're getting rave reviews, so I think the site was much-needed and long overdue." WellaEd.com also features a feed at the bottom of the page that links to Instagram, providing a constantly updated pulse on the industry and allowing stylists to keep up with the conversation. In the What's Hot section, ever-evolving stories of the brand and its team give visitors a reason to return on the regular. Stylists can even download apps for Clairol Professional, Kadus Professional, Nioxin, Sebastian Professional and Wella to receive free, easily accessible education on their phones and desktops. "People love to get inspiration and quick tips on their lunch break, so the apps are getting wonderful feedback," Soffi n notes. "But we wanted to keep the site simple without information overload, so we were really selective about what was most relevant. And I think we made all the right choices!" WellaEd.com may be new, but it's already gearing up for future phases. "We'd love more discussion and interaction on the site, creating a dialogue between stylists and our team," Christina Soffi n explains. "We'd also love more customer relationship marketing by building a database to target our communication to stylists—making sure we're off ering a message that's most relevant to them." WHAT'S NEXT? Apply for scholarships! Keep tabs on upcoming competitions!