A Perth-based beauty retailer offering ‘free’ instore beauty treatments is launching eight stores around Australia in the coming months – and plans to have 100 stores across the country “and the globe” within five years.
Established by former beauty therapist Krystal Bavington, Tazzanna currently stocks 55 beauty brands at its bricks-and-mortar store in Perth’s Banksia Grove and at its online store.
The retailer is planning to open its second store at Sydney’s Westfield Miranda this Saturday (June 16) and then open three more in WA (Lakelands, Mandurah and Joondalup), four in NSW (Liverpool, Kotara and Brookvale) and one in Victoria (Maribyrnong) by the end of this year.
Although Tazzanna has an extensive product offering, its standout feature is undoubtedly its “free” hair and beauty services.
Customers pay a booking fee for each treatment but it is fully redeemable on any product(s) purchased on the day of their visit to the store.
“Customers only pay for product – the services are completely free,” says Krystal.
The “free” treatments include a 15-minute brow wax and tint for $25, a 60-minute makeover for $120, a 45-minute facial for $80, a 60-minute facial for $120, a 45-minute manicure and pedicure for $80, and a 60-minute manicure and pedicure for $120.
Tazzanna also promotes retail sales with “buy $150 of products and receive a free facial” incentives and after-hours makeup and hair masterclasses for groups of six or more (the $100 per person booking fee is fully redeemable on product purchases).
Krystal says she launched Tazzanna to meet a market niche for a “one-stop beauty shop offering professional products and services.
“When I was a makeup artist in London, I needed professional beauty products but there were none available online or in-store near me,” she recalls.
“Mecca didn’t have the right brands and therefore sparked the idea that I wanted to launch a store which was a one-stop beauty shop that offered hair, nails, makeup and facials as well as professional products from a variety of high-end brands.
“I wanted to make a difference by offering exclusive products online and in-store with good customer experience.”
Located in a small shopping centre around 25 kms north of Perth’s CBD, the first Tazzana has proved popular with locals, particularly “mums” who have benefited from its interactive ‘kids zone’ which “gives them the freedom to attend to their beauty needs without the concern of keeping the kids busy”.
Primarily targeted at 25-40-year-old women, Tazzanna offers “cruelty-free, cost-efficient and convenient beauty for people of all ages and skin types” but according to Krystal the key to its success is its difference.
“The biggest thing that has facilitated the success of the brand is being different in a crowded beauty market,” she explains.
“Tazzanna aims to make everyone look and feel amazing while offering affordable, trend-based beauty online and in-store.
“We’re firm believers in personalised beauty advice which is why we take the time to understand everyone’s skin and offer the right treatment for them.”