13 minute read
Circadia Australia’s Triumph
2023 ABIA Best Business Performance of the Year.
By Louise May
Since its inception in 2020, Circadia Australia’s journey has been marked by remarkable growth and achievements. Initially operating from the garage of Director Rachael Stevens, during the challenging times of COVID-19, their primary goal was to introduce the exceptional products and philosophy of Circadia to beauty professionals across Australia.
Rachael, a Dermal Therapy graduate and clinic owner in Perth, was Circadia’s inaugural partner in Australia. Her first-hand experience with the transformative results of Circadia’s system in addressing her client’s skin concerns inspired her to take on the role of distributing the brand within the Australian market.
Their approach centred on serving clients by offering top-notch education and training while ensuring the highest standards of service.
This commitment played a pivotal role in their outstanding business performance, which ultimately led to receiving the 2023 ABIA Business - Best Business Performance of the Year.
Beauty Biz Editor Louise May chats with the Directors of Circadia Australia - Rachael and Phil Stevens, and to CEO of Circadia in the US, Michael Q. Pugliese.
Rachael and Phil, can you tell us about your careers prior to taking on the Distribution of Circadia in Australia?
Rachael: My career began in 1995, after completing my Diploma of Beauty Therapy I then deepened my expertise with a Certificate in Dermal Therapies from the Australasian Academy of Cosmetic Dermal Science in 2009.
Over the next few years, I embraced roles that broadened my experience in skincare consultations and treatments, and briefly in sales for skincare products and medical devices. However, it was my venture with My Skin Boutique in Stirling, WA, that marked a significant turn in my career.
As the owner and a practising Dermal Therapist, I dedicated myself to providing advanced skincare solutions, focusing on result-driven treatments and personalised client care.
While looking at my textbooks, The Physiology of the Skin and Advanced Professional Skincare, I noticed the name Dr.Peter T. Pugliese. Curious about this amazing man and his wealth of knowledge, I researched the range. It was then I found out about Circadia Skincare.
And so, my partnership with Circadia began through My Skin Boutique, which was the first clinic in Australia to collaborate with the brand, several years ago.
This partnership not only allowed me to witness firsthand the transformative impact of Circadia’s products on my clients but also enabled me to forge a close relationship with Michael Pugliese and the Circadia team. It was this strong connection and shared vision for excellence in skincare that led to the opportunity to become the distributor of Circadia’s range in Australia.
Since taking on the role of Director of Sales and Training at Circadia Australia in 2020, I have leveraged my extensive background in dermal therapies, business management, and my passion for skincare to contribute significantly to the brand’s growth and success in the Australian market.
My journey reflects a commitment to enhancing the beauty and skincare industry through education, quality treatments and innovative products.
Phil: Throughout my career, which spans over 18 years, I’ve been deeply involved in the intricacies of running multiple companies across various sectors such as Financial Services, Accounting, and Property Development.
This journey has not only been about the growth of my own businesses but also about fostering growth in others, particularly small businesses, which have always been at the heart of my professional focus.
2024 marks a significant transition in my career. Having recently sold my financial planning business, I’ve embarked on a new venture, joining Circadia full-time. This shift is not just a change in industry but a refreshing journey that I now share with my beautiful wife.
Together, we bring our collective expertise in professional beauty services, sales, business operations, finance, and strategic planning to Circadia Australia. I’m excited about this new chapter, where I can apply my business acumen in a dynamic and innovative environment, contributing to the growth and success of Circadia in the Australian market.
Can you provide an overview of Circadia Australia’s journey since its establishment in 2020 and the key achievements that led to winning the 2023 ABIA Best Business Performance category?
Rachael: It’s hard to pinpoint the key to our successes but there were areas in which we found helped us grow so quickly as a distribution. The support from Circadia US with the global launch of Circadia University was one of them. In 2023 alone, the program saw over 55,000 website visits and 17,000 enrolments worldwide.
The platform, featuring over 40 modules, has been a resounding success, engaging and educating our audience effectively. Additionally, our robust education initiative in Australia, including monthly webinars, private training sessions, and nationwide in-person training, has been instrumental.
This free education platform for skincare professionals not only enhanced the skills and earning potential of our existing client base but also drew new clients to Circadia.
The social media marketing strategies for Circadia US and Circadia Australia also contributed significantly to our growth. We experienced a staggering increase in Facebook and Instagram engagement. Through improved content creation and the implementation of reel/video strategies, we have greatly increased our visibility and expanded our audience.
Looking ahead to 2024, Circadia Australia is excited to announce the opening of a new, larger warehouse facility in Osborne Park, WA. This space will serve both as a distribution hub for our partners and an in-house training facility, marking another milestone in our journey of growth and excellence in the beauty industry.
Could you elaborate on the Circadia University program and how it has contributed to the success of skincare professionals in Australia?
Rachael: Circadia’s mission places a strong emphasis on education, a commitment exemplified by the Circadia University program. This online learning platform is a hub for on-demand education, designed to meet the ever-evolving needs of today’s skincare professionals. With over 40 dynamic courses and more being added, Circadia University is a comprehensive resource for all aspects of professional skincare.
Developed under the guidance of Michael Q. Pugliese and featuring our top educators, the platform allows professionals to delve into various skincare protocols, learn practical tips and tricks, and stay up-to-date on the latest product releases.
It’s not just about the basics; we also offer specialised courses like our Dermaplaning Certification and the newly introduced Chemical Peel Specialist course.
These advanced programs enable skincare professionals to further enhance their skills and knowledge, delving deeper into more sophisticated techniques and theories.
Circadia University is more than just an educational resource; it’s a cornerstone of our support system for clients in Australia. It serves as a powerhouse, equipping them with the necessary tools to build successful aesthetics businesses.
The platform covers a broad range of topics, from retailing tips and client consultation strategies to business development modules and in-depth ingredient knowledge.
This comprehensive education enables our students to perform at their best and provide their clients with the insightful knowledge required to excel in the industry. The impact of Circadia University is evident in our growth statistics.
Our existing partners have experienced a remarkable 69.7% growth in sales on average. These figures are a testament to the effectiveness of our educational offerings in enhancing the capabilities and success of skincare professionals across Australia.
How does Circadia support its salon, spa, and clinic stockists, and what benefits do these partners receive?
Rachael: Circadia is deeply committed to supporting its salon, spa, and clinic stockists, a principle evident in our decision to exclusively offer our products through these partners. This approach not only upholds our integrity but also provides significant business support to our stockists.
By not engaging in direct-to-consumer online sales, we help protect our partners’ interests and prevent online competition, thereby cultivating stronger, more loyal relationships between the salons and their clients.
One of the key benefits for our partners is the opportunity for a 100% markup on all our products. This considerable margin allows for a healthy profit and adds substantial value to partnering with Circadia.
Further enhancing our partnership approach, Circadia Australia introduced a tiered Partnership Program in 2022. This program offers rewards such as percentage-based credits, free shipping incentives and buy-one-get-one offers, all designed to benefit our clients significantly.
Additionally, we also implemented an Employee Incentive Program specifically for clinics. This program acknowledges and rewards clinic staff for their efforts in retailing, thereby motivating and enhancing their performance.
This year, Circadia have also launched the Skin Transformation Challenge, an exciting initiative that encourages therapists to document their clients’ skincare journey over a 10-week period.
Participants in this challenge have the opportunity to win fantastic prizes, including an all-expense-paid trip to our annual Circadia Connect awards gala, in Philadelphia USA! This not only motivates our therapists but also highlights the effectiveness of our products through real-life transformations.
In addition to this, the marketing support Circadia offers to our clinics is second to none. This includes providing ready-made, tailored content that is both shareable and engaging.
These marketing resources are designed to help our partners effectively promote their services and our products, enhancing their visibility and appeal in the market.
Our support for partners extends well beyond financial incentives. By partnering with Circadia, stockists not only receive high-quality products but also become part of a supportive network focused on their growth and success in the competitive skincare industry.
When you become a Circadia stockist, you gain access to our comprehensive suite of training materials and educational resources. This includes in-person training sessions, education events, national training webinars and private Zoom meetings.
Beyond these resources, our dedicated local team provides ongoing support, ensuring that our partners are fully equipped with the knowledge and skills necessary to excel in using and retailing Circadia products. This holistic support system is integral to our commitment to the success and growth of our salon, spa and clinic stockists.
Can you tell us about the Circadia Partnership Program, and how it benefits the stockists?
Phil: The Circadia Australia Partnership Program is a multifaceted, tiered initiative that has been instrumental in the success of our stockists. This program, since its inception, has notably contributed to a significant increase in client growth and retailing potential, evidenced by a remarkable growth in sales from existing business relationships.
Key features of the program include:
1. Quarterly Rewards: Stockists benefit from rewards given on a quarterly basis, including percentage-based credits, free shipping incentives and buy-one-get-one offers. As clients ascend through the different tiers of the program, they unlock even more benefits.
2. Employee Incentive Program: To encourage and acknowledge the efforts of staff within our partner clinics, we have an Employee Incentive Program. This initiative rewards staff members who excel in retailing with free products each month, fostering a culture of excellence and dedication within the clinics.
3. Partnership Awards: An integral part of our program is the Partnership Awards, which honour our top-performing clinics in categories such as Sole Trader of the Year and Top Salon based on the number of treatment rooms. Winners enjoy the prize of an all-expenses-paid trip to the US to attend the Circadia Awards Gala, a celebration of their hard work and success.
The introduction of the Circadia Partnership Program has been a game-changer in the skincare industry. By providing these structured incentives and rewards, we’ve not only enhanced the profitability and growth potential of our stockists but also strengthened our relationships with them.
The program’s success is reflected in the substantial growth in sales and client engagement, underscoring our commitment to the prosperity and advancement of our partners in the skincare market.
What are your goals for Circadia Australia for the next 12 months?
Rachael: For 2024, our primary goal is to maintain our position as leaders in skincare education within Australia, ensuring we stay in close collaboration with our counterparts in the USA to bring the latest innovations and developments in skincare to the industry.
We’re committed to staying at the cutting edge, providing our community with the most current and effective skincare solutions and knowledge. Alongside this, we’re focused on growth, not just in terms of our client base and product range, but also within our team.
We aim to expand our team to enhance our capacity to serve our rapidly growing community, ensuring that we continue to offer exceptional service and support to all our partners and clients.
This expansion is a testament to our commitment to excellence and our dedication to the skincare professionals we work with, enabling us to meet and exceed the evolving needs of the industry.
Circadia offers a diverse range of skincare solutions. Can you provide insights into the selection process for retail and professional backbar products, and how they cater to various skin concerns?
Michael: At Circadia, our selection process for retail and professional back-bar products is rooted in a commitment to addressing the diverse needs of our customers. We understand that each individual has unique skin concerns, types, and tones, and our goal is to provide inclusive solutions for everyone.
Our products are carefully curated to cater to a wide range of skin types, ensuring that whether you have dry, oily, sensitive, or combination skin, there’s a suitable option for you. We take into account various skin concerns such as ageing, acne, hyperpigmentation, sensitive skin, and more, incorporating ingredients known for their efficacy in addressing specific issues.
Moreover, our commitment extends to inclusivity across different Fitzpatrick skin types. We recognise and celebrate the diversity in skin tones and characteristics, ensuring that our products are designed to deliver effective results for individuals with varying levels of melanin.
Our selection process involves rigorous research and development, considering the latest advancements in skincare technology and incorporating feedback from skincare professionals.
We aim to empower our customers with choices that not only meet their client’s unique skincare needs but also provide a satisfying and personalised experience.
Circadia’s success is attributed to achievements such as the impressive increase in social media reach and market presence. How has your social media strategy contributed to brand visibility and engagement?
Michael: Our social media strategy has played a pivotal role in enhancing brand visibility and fostering meaningful relationships with our audience. We recognise the dynamic nature of social media platforms and have tailored our approach to align with our brand values and the preferences of today’s esthetician—who like to see what’s happening in the treatment rooms of estheticians all across the world.
Connecting and creating community is one of our favourite things about building this brand!
Looking forward, what are Circadia’s future goals and initiatives, especially in terms of innovation, education, and supporting skincare professionals in Australia?
Michael: Circadia’s future goals and initiatives for Australia are the same for all skin care professionals across the globe—to provide cutting-edge formulations, high-tech ingredients, and high performance products, while also offering the best in the business when it comes to education.
We will be launching our Skin Specialist Program where skin therapists can get certified online by taking our comprehensive courses in the categories of acne, ageing, chemical peels, pigmentation, and sensitive skin.
We feel this will be a game changer for estheticians who are looking to separate themselves and really take their training to the next level.
www.circadia.com.au @circadia_aus
