BRAVE COMMERCE: Wella Company’s Bianca Bolouri on Building Global eCommerce Strategies

In this episode of Brave Commerce, hosted by Rachel Tipograph of MikMak and Sarah Hofstetter of Profitero, Bianca Bolouri, Vice President of Global eCommerce at Wella Company, shares her insights on building effective global eCommerce strategies. The conversation delves into corporate culture, the evolution of direct-to-consumer (D2C) models, and emerging trends in the beauty industry.

1. Introduction to Bianca Bolouri and Her Journey

Bianca Bolouri begins by discussing her transition from L'Oréal to Wella Company, highlighting how her experience at a major beauty conglomerate has shaped her approach to leadership and eCommerce.

Bianca Bolouri [03:27]: "When I met all of my new employees five and a half years ago, the first thing I did was ask why they chose to work here and why they stay. This helped me understand their motivations and how to foster a cohesive company culture."

2. Building a Cohesive Company Culture

Rachel and Bianca explore the importance of a consistent hiring culture across different departments. Bianca emphasizes the significance of aligning new hires with company values through behaviors rather than traditional metrics like LinkedIn pedigrees.

Bianca Bolouri [05:13]: "We are blessed to have fantastic people on our team who bring the company values to the interview process. It's about behaviors and ethos, not just backgrounds."

Rachel Tipograph [05:39]: "Bianca has a deep L'Oréal discipline, but she's integrating diverse experiences from Cody, P&G, and startups to create a unique culture at Wella."

3. Contrasting L'Oréal and P&G Recruitment Practices

Jack shares his personal experiences with L'Oréal and P&G, highlighting the distinct cultural differences between the two companies. L'Oréal's open-ended roles foster creativity and business ownership, while P&G emphasizes process and rigor.

Jack [06:25]: "L'Oréal doesn't give you a sandbox to work in. They leave things open to interpretation, which allows you to curate your role based on curiosity and growth opportunities."

Bianca Bolouri [10:07]: "The marriage of P&G and L'Oréal personnel within an organization combines process-oriented rigor with passion and drive, creating a formidable team in the business world."

4. The Evolution of Direct-to-Consumer (D2C) Models

A significant portion of the discussion centers on the shifting landscape of D2C. Bianca argues that while D2C isn't dead, its role has evolved from being a primary revenue driver to a brand-building tool that fosters loyalty and gathers consumer insights.

Bianca Bolouri [16:13]: "D2C is no longer the hero channel but rather a loyalty engine and a space for brand storytelling and innovation testing."

Jack [17:53]: "The narrative around D2C has changed due to factors like investor expectations and market dynamics. It's about validating consumer interest and building lasting relationships rather than solely driving revenue."

5. Introducing Direct-to-Pro (D2P)

Bianca introduces the concept of Direct-to-Pro (D2P), emphasizing its importance in the beauty industry. Unlike D2C, D2P focuses on serving licensed professionals who require specialized products and education.

Bianca Bolouri [19:02]: "D2P involves educating technicians and salon professionals, which is a more complex acquisition process compared to D2C. It requires building trust and demonstrating product value through human interaction."

Jack [19:14]: "In our business, acquisition on the pro side isn't just about great content or ads. It involves ensuring salon owners see the tangible benefits of our products for their clients."

6. Fluidity Between Consumer and Pro Business

The conversation touches on the interplay between consumer and professional segments, especially in the post-COVID landscape where freelance stylists emerge from various backgrounds.

Bianca Bolouri [21:33]: "While consumers can't directly purchase our pro items, there's a strong demand driven by consumer experiences that influence salon professionals to adopt our products."

7. Emerging Global Consumer Trends in Beauty

Bianca shares her perspective on upcoming trends in the beauty industry, particularly the rise of pro-grade products for at-home use and the accelerated pace of trend cycles influenced by social media and AI.

Bianca Bolouri [23:32]: "We're seeing a surge in pro-grade products for at-home use. Consumers now demand salon-level performance in their bathrooms, pushing brands to innovate rapidly."

Jack [25:46]: "Time is compressing, making trends evolve faster. This requires brands to adapt swiftly and maintain high performance standards to meet consumer expectations."

8. The Bravest Move: Leaving L'Oréal for a Startup

Bianca reflects on her bold decision to leave the stability of L'Oréal to join a startup environment at Wella, illustrating the challenges and growth opportunities that come with such a transition.

Bianca Bolouri [26:28]: "Leaving L'Oréal was the bravest thing I've ever done. It forced me to embrace scrappiness and build from the ground up without a safety net."

Jack [26:39]: "Starting at a startup meant letting go of perfection and building in real-time, which was both nerve-wracking and incredibly rewarding."

9. Conclusion and Key Takeaways

The episode wraps up with Bianca's final thoughts on leadership, adaptability, and the future of eCommerce in the beauty industry. Listeners are encouraged to follow her journey and stay updated on Wella Company's innovations.

Bianca Bolouri [27:52]: "There are exciting changes ahead at Wella. Stay connected to see how we're shaping the future of global eCommerce in the beauty sector."

Notable Quotes:

• Bianca Bolouri [03:27]: "When I met all of my new employees five and a half years ago, the first thing I did was ask why they chose to work here and why they stay."

• Jack [06:25]: "L'Oréal doesn't give you a sandbox to work in. They leave things open to interpretation, which allows you to curate your role based on curiosity and growth opportunities."

• Bianca Bolouri [16:13]: "D2C is no longer the hero channel but rather a loyalty engine and a space for brand storytelling and innovation testing."

• Bianca Bolouri [23:32]: "We're seeing a surge in pro-grade products for at-home use. Consumers now demand salon-level performance in their bathrooms, pushing brands to innovate rapidly."

• Bianca Bolouri [26:28]: "Leaving L'Oréal was the bravest thing I've ever done. It forced me to embrace scrappiness and build from the ground up without a safety net."

Key Takeaways:

• Cultural Integration: Effective hiring practices that align with company values are essential for building a cohesive and motivated team.

• Evolving D2C Role: Direct-to-Consumer models have shifted from being primary revenue drivers to tools for brand loyalty and consumer insights.

• Importance of D2P: Direct-to-Pro strategies are crucial in the beauty industry, requiring specialized approaches to serve licensed professionals.

• Adaptability and Innovation: The fast-paced evolution of consumer trends necessitates brands to be agile and innovative to stay competitive.

• Leadership and Risk-Taking: Bold decisions, such as transitioning from a stable company to a startup, can lead to significant personal and professional growth.

For more insights from Bianca Bolouri and other leaders in the eCommerce landscape, subscribe to Brave Commerce on your favorite podcast platform.