Vagheggi provides a secure hinterland for its partners

In Hungary, beauticians were not allowed to receive guests during the restriction period. Most cosmetics are 1-person businesses with little emergency reserves. The forced shutdown affected both Vagheggi products and the company.

Development instead of stagnation

In addition, Vagheggi, a phytocosmetics company with an Italian parent company, had difficulties in supplying from Italy. After the first shock, the company shook itself and turned to its partners with a new support program. It did not leave employees, beauticians and consumers alone, but moved its operations to the online space and encouraged, trained and supported them with a number of parallel activities. Meanwhile, he also solved the problem of sourcing goods and accumulated higher inventories.

Thanks to the webshop, which has been operating well for 4 years, they were connected to beauticians and end users online during the period of restrictions. More than 600 partners have been provided with a possible, often single, source of income through the distribution of their products.

“I believe that in the epidemic period, we were able to stabilize our own economic situation thanks to our digital preparedness, adaptability, and positive attitude. We have tried to forge an opportunity out of the obstacles that lie ahead and to turn the period of restrictions not to a standstill, but to construction. ” – explains Alessandro Farina, managing director and co-owner of Vagheggi Kft.

The power of the community

The company did not leave the partner’s beauticians, either spiritually or financially. They were given the opportunity to receive the commission in cash, given the epidemic situation. With this decision, the company continued to encourage the sale of its products, not only maintaining its source of revenue, but also providing income to its professional partners. And previously satisfied customers and guests did not leave their beauty industry partners, and thus the company. They also tendered and selected 3 brand ambassadors from among their contracted partners in the areas of finance, communication and professional development.

They created special promotions for their retail customers and for the consumers as well as free content and webinars for them, not only on beauty care, but also on other topics related to external and internal beauty. With the involvement of the 3 Vagheggi ambassadors, they will share beauty tips  appearing in their “Foundation” advice columns on Instagram and Facebook.

Increase in epidemic

Overall, the first seven months of 2020 brought higher sales than the same period last year. Of course, it remained below last year’s level in April and May, but the months before and after that not only offset the loss, but also improved sales by 20%.

They already had channels and tools in place for the digital switchover, so this proved to be the company’s growth base. They continued their training online and also developed new trainings to help their partners communicate effectively with their guests, developing online counseling instead of salon management. As beauticians ’orders fell sharply, it was important to have strong and effective communication directly to the consumers through beautician partners.