If you wax, you have heard of Lycon (perhaps you even have a wax pot going now). We sit down with Lydia Jordane, founder and CEO of Lycon, to ask her how her waxing brand has become such a success story. She gives us 6 amazing tips that will help your business boom.
#1 Keep your eye on the details.
Consistency and quality is one of the best ways to build a successful brand, says Jordane.
“It is about the quality of Lycon,” says Lydia Jordan, owner and founder of Lycon. “Attention to detail is in our DNA. If we change just one ingredient, things change and it is not the same, so we continue to repeat what we do best and if we need to make a change, we go to painstaking effort and detail to stay at the peak of wax quality.”
#2 Have plenty of passion.
A love of what you do is key in delivering the best, whether that’s wax or a salon business.
“There are so many elements that go into making a good wax,” says Jordane. “It is about the quality of the ingredients, how the formulas are blended, and the ongoing supply of reliable ingredients to keep on recreating the best. It is a bit like cooking with love; wax is better blended with love too.”
#3 Be prepared to make improvements.
Successful people are always looking to make improvements – both to their business and to themselves. “I am always bettering myself and giving my staff the best tuition and skills,” says Jordane. “If something isn’t working I have to make sure I not only make improvements but also pass that experience and knowledge onto my staff, our agents, and the beauty therapy industry at large as best I can.”
#4 Think about your reputation
Everything you do will impact on your business’ reputation so make it count.
“Having a business is one thing, but having a good reputation and maintaining it is another story,” says Jordane. “There are so many aspects that need to tie in together to create a great reputation, which I guard with passion and commitment. [It is the same for] my staff, they need to feel passionate and proud to be involved with Lycon.”
#5 Deliver
It’s no good if you promise the world then don’t deliver. “They tell us all the time: “Once you try Lycon, you never go back to anything else”,” says Lydia. “And why would they, when they also report that once they use Lycon, their waxing business goes up by 25 per cent within 6 weeks. It’s all about happy clients, happy therapists, happy business owners and clients to sprout their happy experiences. The ancient “Word of Mouth” type of advertising remains the best form of advertising to this day.”
#6 Stay relevant
Staying static is bad for business. To have a successful business, you need to grow with the changing environment.
“Lycon is still seeing strong sales growth, despite laser hair removal and despite all the competition that we all have,” says Jordane. “A few years ago, spas, including those on cruise ships because there was a lot of reaction and damage from the waxes they used. We now have a very strong presence in spas on land and on cruise ships, as they can rely on Lycon not to produce undesirable side effects such as removing layers of skin, which can develop pigmentation. [Therapists] can also wax on clients using Roaccutane, Retin A or other such medications. You just need to make sure you use Lycon Pre-Waxing Oil before each hot wax application and reapplication and there are no problems.”