Interview
46 Clockwise from below: Dickens with ISPA chairman Frank Pitsikalis; Germaine de Capuccini’s company laboratory; Germaine de Capuccini’s Timexpert Rides products
that’s where the opportunities lie.” The mission is to get the likes of skincare brand Germaine de Capuccini into more spas and high-street salon accounts but without hitting a saturation point as “we still want a level of exclusivity to our brands,” she says. The brand is currently in numerous reputable establishments such as Ye Olde Bell in Retford, Nottinghamshire; The Landmark London and Nirvana Spa in Wokingham. “Because we have such a vast array of treatments, we’re able to have two accounts quite close to each other, but one with a results-driven menu and the other with a more holistic approach. The diversity of Germaine de Capuccini’s range enables us to do that, establishing strong, long-term partnerships. ”
come up with innovations to help small operators make some money, such as putting together skin kits they can post to clients who were on a course of treatments to keep up the results, accompanying these with videos that explain how to apply the product.” At the time of writing, Dickens and her team are also looking into virtual training options so therapy teams can use this temporary closure period to upskill. “Our industry has experienced times of adversity before but we’re a tight and supportive community, so we can get through this,” she says. She also believes that beauty therapists will need to continue to take their expertise online to the masses to get through the crisis. “Those working in the industry know how to cleanse and exfoliate skin, or how much product to use, but there are so many people who don’t understand these basic things. Plus, with everyone’s stress levels through the roof, it’s bound to have an impact on their skin,” she explains. “Do virtual skincare or facial massage classes with clients, health and wellbeing sessions on
The brands we distribute are pretty well established but does everybody know about everything that we do? I don’t think so, and that’s where the opportunities lie
Navigating the storm However, little did Dickens know that three weeks into the job she would be trying to manage her new role during a global pandemic. The impact of the illness coronavirus, also known as Covid-19, hit the UK beauty industry hard, causing small and large businesses across the country to temporarily close on or before March 23 to try and prevent the spread. It’s a situation that Dickens never foresaw happening. “It’s a bit of a crazy world at the moment, so we’re just adjusting to the situation hour by hour as that’s how quickly it’s changing,” she says. “We’ve
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