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SEARCHWhat if instead of buying from Amazon or Sephora, your clients followed your purchase recommendations and headed to the Loxa Beauty website — and the site paid you a commission for the sale?
Your clients are shopping for at least some of their beauty products online — that’s a given. But what if instead of buying from Amazon or Sephora, they followed your purchase recommendations and headed to the Loxa Beauty website — and the site paid you a commission for the sale? That’s the business model at work behind Loxa Beauty, an e-commerce site founded in 2011 by Janell Shaffer and Danielle McDowell to bridge the gap between the salon, consumers, and major beauty manufacturers.
With every purchase a consumer makes, Loxa Beauty gives a commission to the salon or salon professional that buyer chooses. When no salon or salon professional is chosen at checkout, the Loxa Local program ensures that a salon pro within the customer’s local area receives the commission.
NAILS asked McDowell to tell us more:
Why did you structure Loxa Beauty the way you did? Why share your profits with stylists/technicians through commissions?
McDowell: Without Loxa Beauty, online beauty and hair product sales go around stylists. We are committed to maintaining the professional’s position as the expert by offering compensation to stylists or nail techs with no investment or contract needed every time a sale is made. We also encourage these professionals to share Loxa Beauty with their clients as a way to shop with them online as well as a safe place to get authentic products that are right for them.
From the consumers’ point of view, why should they shop at Loxa rather than, say, Amazon or their local drugstore, not to mention in the salon?
McDowell: Loxa Beauty does not replace what salon personnel are currently doing with retail in their salons. It captures those retail sales that their clients are making through other avenues, such as big box retailers and online sources like Amazon. We are an extension of their retail shelves and retailing hours. Also, Loxa Beauty is an authorized salon professional retailer. We work with major manufacturers such as China Glaze, Morgan Taylor, Joico, and Paul Mitchell to end product diversion and guarantee 100% authorized and authentic products.
The site seems quite hair-centric; what kind of opportunities do you offer nail techs and their clients? Why should nail techs be excited about Loxa?
McDowell: Loxa Beauty works for nail techs just as it does for stylists. We see a huge opportunity for nail techs to not only recommend the products that they love, but they can now retail and recommend their favorite hair products, appliances, skin care, and makeup.
For more information, go to www.loxabeauty.com.
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