The Glossy Beauty Podcast14 Mai 2020

Nutrafol CEO Giorgos Tsetis on changing the company's sales vehicle in a matter of weeks

Telemedicine visits may be up, but people have less usual access to their doctors and other hair specialists (like stylists and plastic surgeons) for less than urgent care. Hair and wellness company Nutrafol works with more than 1,500 specialists, using them as their frontline to reach consumers with their clinically tested products. "We started to sell in doctors' offices, we started to sell in salons, because people trust their stylist," Tsetis said on the Glossy Beauty Podcast. "Their stylist is never going to recommend something that they truly don't believe in. They're not salespeople." At least, that was before the coronavirus pandemic took hold and lockdowns around the world began. Nutrafol reacted by creating a platform for those experts on its DTC site. "We did this in about three weeks. And this platform really enabled product sales in the professional channel while salons and offices are closed," Tsetis said. "It's a typical drop-ship model." A slump in customer acquisition costs "because a lot of other companies reduced advertising spending" has helped contribute to it. In April, according to Tsetis, Nutrafol's CAC cost fell 30% alongside a tripling of new customers. Tsetis talked about the importance of treating hair loss, especially as stress is at an all-time hight, steady sales growth on Amazon and how the company has avoided Covid-19-related layoffs.

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