9 minute read
EVY PROFESSIONAL
A PASSION FOR HAIR HEALTH, STYLING AND HYDRATION!
CEO and Founder of EVY PROFESSIONAL, Tracey Bazzano Lauretta owned a successful hair salon for almost 20 years and when she was approached to get involved in education with straightening and hair tools, she found herself frustrated with the offerings at the time.
Knowing the changes that needed to be made she started with a small sub-line called E.VY and then soon after, rebranded as EVY PROFESSIONAL creating the now iconic brand for stylists by stylists. The rest as they say is history!
Celebrating a 10 Year anniversary this year, the EVY mission is to empower hair professionals by providing innovative, high quality hair care tools that enhance the artistry of hair styling.
“We are dedicated to delivering products and services that elevate the styling experience whilst promoting the health and vitality of hair,” says Tracey.
We caught up with Tracey off the back of her 2nd AHIA Best Electrical Tool of the Year to talk about her award winning products, her passion and love for the industry and how she is on a mission to help stylists create beautiful hair, using hair tools without compromise to hair health and hydration.
Tracey, how has the company evolved since its inception?
There have been both great and tough times, going through the COVID world shut down, especially being based in Melbourne was certainly challenging.
For me it’s always been about the salons and stylists and how they can benefit, whether it’s making a smoothing /nanoplasty system that is 110% SAFE for both the stylist and the consumer or a tool that salons can use, retail and make money. I am always on the go 24/7.
I love the industry and the benefits of being in it but let me tell you it’s not always easy - doing this without partners or investors can be challenging at times and overwhelming - but there is no choice but to keep on going!
I’m always on the lookout for new and innovative products I can bring to the industry to make things better, easier, and healthier and love working with all of my salon partners and seeing their success.
Also, I’m proud to say we were one of the first to use “Mineral Infused Technology”. Many are trying to now do the same, but I know ours works – it’s a see-and-feel thing.
What sets EVY Professional apart from other brands in the hair salon tools market?
I honestly believe it’s the ‘no gimmick’ approach. We are the ‘people’s brand’ and have brand protection for our partners and stockists. I do not allow retail /online stores to undercut the retail price of the product to disadvantage salons and as an ex-salon owner and ‘on the floor’ stylist it is super important to me to truly support the industry in being able to retail and MAKE money with the tools they on-sell.
My passion is to assist salons in selling to the end consumer through the professional salon market, allowing them to make a great margin and profit. I mean $100 on an iron is like 5-10 bottles of shampoo!
Why not retail the tools you are using instead of competing with the major stores Myer, Shaver shop etc who are selling less than salons buy sometimes with some brands! I really want salons to lose the mentality of “my clients do not want to buy tools”. Everyone buys tools, if they do not buy from the salon they will buy from someone else!
What are the key features of your award-winning electrical tools that you believe contribute to their success?
Hands down easy to use - no gimmicks. Made for professional use and also for the end consumer. Just simple, ergonomic and easy to use. Value for money with great technology that works.
Can you tell us about the development process for your products? How do you ensure quality and innovation?
It’s a huge process, trying to find products that are different and have the same key features that we require such as keeping the hair in optimum condition. Manufacturing is not easy and with anything, there can be issues that may arise - so that is something that needs to be kept on top of with constant communication with suppliers meaning vampire hours working in different time zones!
I personally test a lot myself and in-house with the team to get both the professional and consumer feedback. I will wash my hair and then in the shower analyse, sleep at night and come up with an idea or a selling feature. My chemist is even worse always wanting to tweak and ‘make it better’.
Sometimes I am not sure who of the two of us is crazier. We all take part in naming products - even my son Julian came up with the name DigiForce!
How do your complementary products, like smoothing treatments and accessories, enhance the overall experience for professional stylists?
Same as the tools - everything is about making the salon experience safe and easy.
The smoothing world is crazy at the moment with new terminology, keratin, nanoplasty, smoothing etc. For me, I will not over promise anything but what I will promise is 1000 % safety for the salons to ensure I am not responsible for an illness in 20 year’s time. I always wanted a smoothing /keratin nanosystem that could give you longer-lasting results without the risk of affecting our future health
Our e smooth is so easy to apply – it’s insane and the process is clean and SAFE. I love the challenge of trying to push the boundaries without the excessive heat and passes that some are doing. Why would anyone want a semi-system to last 6-9 months? It makes no sense to me.
Safety and ease of application is the #1 priority for our industry. Having close family members pass away with that ### C it is paramount that we do not add extra poisons into our workspace!
Are there any upcoming products or innovations that you’re particularly excited about?
OMG …the beautiful Mary from Davroe told me it takes around 3 years to repackage - no way I said …well 3 years on - we are now almost there!
E smooth is being re-packaged to be more in line with the EVY branding and with more products in the pipeline - improved and updated formulations - it is amazinnnggg! With the tools I am always on the hunt for new things that are unique in their own way and not just another small dryer ,….so that’s on the cards and who knows what else I will find on my travels …stay tuned!
Why did you choose to focus exclusively on the professional salon market?
I am sure that diverging in the direct to consumer market and big chains could be easier and more profitable - but I really want to see salons make money from tools and enjoy a safe work environment and future in regards to our smoothing.
How do you build and maintain loyalty among your professional salon clientele?
I think the fact that our salons and clients know there is a face and team behind the brand that is heavily and personally invested. I am always available and as my team will tell you - constantly break the rules to keep people happy. (I drive them crazy for sure!) I have many that have supported me since the beginning and seeing some really big names support me is amazing when I know they could have been more money driven and move away.
You have supported the HOT SHOTS Team for many years, why do you think mentorship plays such an important role in the hairdressing industry?
Supporting the up and coming is so special to me as I have watched and seen many of the original Hot Shots grow to be bigger and better than can ever be imagined – it’s an honour to support to grow the drive and talent of these guys.
How do your ambassadors contribute to the brand, and what qualities do you look for when selecting them?
With Ambassadors - I look for those that truly love the brand and not paid to say they love it. I love those that share the love from the heart as that is important to me and I value their feedback. I believe genuine love is visible because those stylists do not move from brand to brand and will give me honest feedback
What accomplishments are you most proud of, besides the awards for your tools?
I think being able to know we have got to the 10 year mark and still here.
How do you stay inspired and motivated in your work?
It’s sometimes bloody hard! The pressure to get everything done and being a Leo and a mother, learning to delegate is difficult. Allowing myself real time off is always a challenge and something I am focusing on!
What advice would you give to aspiring entrepreneurs in the hair industry?
Just follow your heart and your dreams. ONLY surround yourself with like-minded people who inspire you OR those that are inspired by YOU. Always remember to enjoy the rewards of your hard work and to not be too tough on yourself. It will all work out in the end and if it hasn’t worked out, well, it is not the end.
For me it’s about success and knowing that all the hard work and sacrifices have been worthwhile and that I am respected. I never chase money - if you are successful money will follow.
Join the EVY Family www.evyprofessional.com.au
