Country Focus
January 2010
Beauty Academy marks new year for VIE at Home
THE launch this month (January) of its Beauty Academy for Consultants is the latest step as VIE at Home rejuvenates its operation in Spain following a management buyout from the UK-based Virgin Group in early 2009.
Responding to women’s love of cosmetics and demand for personal service, the company is putting even more emphasis on its training programme to create more Image and Beauty Advisers.
This role supports the traditional party plan model, taking the best of the successful UK operation and adapting it to meet the needs of today’s young, professional Spanish entrepreneurs. Many are already working in another sales sector, such as independent beauty Consultants or mobile hairdressers. “They love our products and our image and have chosen VIE at Home to complement their income during this difficult economic period,” said Country Manager Sue Bancroft. “We give them business training and a career path, which they don’t necessarily have at the moment.”
Building on its established network of ex-pats from the UK, the company is attracting a new breed of Spanish Consultant keen to be part of a stylish, image-conscious organisation. The Beauty Academy, unique among similar companies here, will ensure Consultants benefit from the income opportunity by continuing to enhance their business and beauty skills.
“In this way they can help customers make the most of their ‘inner health and outer beauty’, an up and coming trend in this market and something we can really capitalise on,” added Sue.
In addition to visiting UK trainers, the programme will involve some of the top make-up artists and fashion stylists in Barcelona. Attendance will initially be through incentives with training aimed at high-flyers keen to develop their career with VIE at Home.
Sue went on to say “We are excited by the possibilities as the potential here is huge. While the consumer is difficult to break, because they are very loyal to their favourite brand, feedback has been fantastic. While the recession has meant more careful purchasing, customers will not compromise on quality or performance.
“The highlight for our local team has been the really positive feedback we are getting from our expanding base of Spanish customers, particularly about our skincare products and prices versus performance. Direct selling is a big advantage, as recommendation and trial go a long way in tempting women to try something new.”
Top performers enjoyed a two-day trip to the 5 star Can Bonastre Wine Resort and Spa, seen here withSue Bancroft (centre back) and Chief ExecutiveOfficer Ros Simmons (2nd left)
To maximise these opportunities, the company is seeking to appoint a Spanish Sales Manager to spearhead the business and develop more leadership talent. This is seen as a necessary next step to accelerate team growth and foster the entrepreneurial spirit and self-belief that is starting to emerge from what has traditionally been a male-dominated culture. “Spain has one of the biggest differences between male and female salaries and the lowest number of women in western Europe reaching management and executive positions,” said Sue.
“This makes direct selling particularly attractive with the right product range, image and income plan. Beautiful, high-quality products with the right combination of natural and scientific ingredients backed by professional and personal advice is the key to unlocking the heart of the discerning and loyal Spanish consumer.
“Our strength is our proven product range backed up by successful business development and skills training. We have ladies in the UK with a downline business worth millions of Euros, and I know we can offer this opportunity here.”
