Staying Positive Through Crisis
How is success measured?
The accomplishment of an aim or purpose.
"there is a thin line between success and failure”
the good or bad outcome of an undertaking.
"the good or ill success of their maritime enterprises"
Success is measured by achieving a goal!
And...It’s different for everyone.
For Shaun Wiegand of SHIFT Holdings success has been measured by launching a product, 72 Hair, into the market during a global pandemic. SHIFT Holdings has a 360 offering to salons and the ethos behind the name and the offering is to change thinking, help the industry move forward and inspire.
How did he make this look so seamless?
Well…. It wasn’t really, but through hard work, the right collaborations, a step-by-step process and believing in his product, his customers and himself, 72 Hair has successfully been pinned on the map.
Shaun launched 72 Hair in South Africa in October 2019. Just as the brand of vegan products was gaining traction in the marketplace… BOOM! Along came COVID-19 throwing the proverbial spanner in the works.
With his hands tied due to non-essential services being disallowed, Shaun partnered with Hair-la-quin, a Social Media services company to create awareness and keep the brand alive via social platforms through marketing to consumers and salons.
This brand awareness set the stage to sky-rocket the brand into salons post lockdown.
With 42% of people using social media more often than pre-pandemic it became a ‘no-brainer’ to utilise digital platforms for education of a product.
Being on a limited budget for advertising, Hair-la-quin utilized organic reach on the 72 Hair SA pages, to initially kickstart the marketing and advertising strategy and to gain brand recognition.
Finally… the sky began to clear and salons were opening their doors...it was Level 3 [cue epic music] think Superman Theme!
72 Hair in the UK, where the product was originally created by the Green Family who are 3rd generation stylists, is fast becoming one of the top go-to vegan brands in the UK, and they have a strong label.m/Tony&Guy affiliation. It made sense to collaborate with label.m and Haircair locally to open doors and work together on generating growth. Since this collaboration, 72 Hair has been able to service clients on a national basis.
Shaun, having been in the industry for almost 25 years, understands the value of educators and education, and quality, safe products for stylists to use in their businesses.
He looked at influencers in our industry that adhere to the same standards of education and quality that he does and thus forged a beneficial partner with Terry Scott Hair Fashion. Terry, who is a trend setter, an industry leader and phenomenal business mind… and he’s known to be a pretty good hair stylist too, has come on board as the 72 Hair KZN Brand Ambassador. Terry sees the value and benefit of having a vegan smoothing treatment to offer clients of all walks of life, with retail products to back up the vegan offering.
With great media exposure, a truly incredible product and a positive attitude that a sound business plan would work… the rest is history.
Shaun says; ‘Having personally experienced losing everything and starting over, my message to everyone in the industry is, never lose hope, stay focussed on what you want and every day take steps in the right direction to move you forward to where you want to be.’
Tel: 079 459 6161