Alright – so today we’ve got the honor of introducing you to Velia Ramson. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Velia, thanks for joining us today. We’d love to hear from you about what you think Corporate America gets wrong in your industry and why it matters.
Using marketing buzzwords that manipulate consumers into believing they need unnecessary products, demonizing safe ingredients, and making claims that simply aren’t true. If your goal is to run an integrous business, there’s nothing more counter-productive than leading people to believe you’re “solving problems” they don’t actually have or that their problem can even be solved with a product. For example, commercials that recommend the use of dandruff shampoo as a way to “prevent getting dandruff” for someone who has a healthy scalp is not only careless advice, but dandruff shampoo is formulated to dry out excess oil and will cause a healthy scalp to become dry. Did you know that petroleum, the main ingredient in chapstick, dries out your skin? You do now. The demonization of ingredients is a fear-based, highly-effective corporate tactic. It’s a sordid attempt at setting yourself apart from your competition by claiming that your product is superior to others because it doesn’t contain “harmful” ingredients unlike its competitors. Some of the most epic beauty industry demons (which have all been deemed safe) are aerosol products, keratin treatments, dry shampoo, and sulfate-containing shampoos.These products aren’t the problem; the misuse of the products is. The least flattering thing that corporate America does in the beauty and cosmetic industry is making claims that are preposterously false. It’s impossible for a shampoo to make your straight hair curly, a box of hair color to give you multidimensional highlights, or for split ends to be repaired yet these are actual claims made by big beauty brands. Listening to clients express frustration and confusion for over 20 years, I’ve concluded that taking a knowledge-based and customer-based approach builds trust and credibility. Ultimately, the consumer is going to buy more from a brand they know has their best interest.
Velia, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I have been a Master Stylist and Beauty Educator for over 20 years. Listening to clients share their hair care stories made me realize the need for a professional haircare line which offers simple styling and maintenance solutions to help them feel more confident in their everyday lives.
In 2020 Velia Beauty Co. was established. This good for you haircare line, nurtures your hair and scalp with weightless, all natural formulas which boast a healthy shine and UV protection without buildup or residue. Easy to use formulations help you take effortless control of your hair, allowing you to look and feel your best with minimal time investment.
These crystal-infused products are crafted with a blend of plant proteins and biominerals which balance your hair, body, mind and spirit while remaining cruelty-free, sulfate-free, paraben-free, and color and keratin safe. Ingredients such as Amethyst, Rose Quartz, and Rhodochrosite protect from heat damage, balance moisture levels, soothe emotional stress, and encourage self care.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
As a seasoned hairstylist who takes pride in her work and ability to foster hundreds of close client relationships, my brand identity is “We’re in this together.” I want my clients to know that they are heard, understood, and whatever their color, cut, or styling goals are, I am here to support them while interjecting my expertise along the way. My decision to create my own haircare line, Velia Beauty Co., was a natural outgrowth of my philosophy that clients should be enabled to achieve salon quality results when styling their own hair. Velia Beauty Co. allows me to offer the highest quality haircare products without the guesswork. It’s a little bit of me in your morning routine. For my out of area customers, who I don’t get the pleasure of seeing in the salon, I offer free education on my Instagram page @velia.beauty.co and always answer questions in my DMs, personally. Additionally, for new customers shopping online, I offer a free thorough consultation where we, together, will decide which products your hair will benefit from the most.
If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?
Yes. Offering Velia Beauty Co. products along with my traditional hair services both enhances the level of service I deliver and creates a secondary stream of income. I have always felt that it’s not an option, but rather a duty to make sure my clients are set up for success once they leave the salon. Communicating with my clients about how to maintain their hair at home builds trust and synergy and that’s always my goal. One of the benefits of owning a product line is I am able to control profit margins by eliminating the middle man. This allows me to pass savings on to my client while keeping my profit ratios high. Of course, not everyone is going to create their own product line, nor is it necessary. Before the realization of Velia Beauty Co.,I was able to increase my monthly income at least 20% by recommending products to my clients I knew would help them. It’s a win for everyone.
Contact Info:
- Website: VeliaBeautyCo.com
- Instagram: @velia.beauty.co
- Facebook: Velia Beauty Co.
Image Credits
Photo credit Lisa Whalen Photography