She is one of the heads of the Bella Piel venture, which has been in the beauty field for 17 years and reveals what the strategies have been to stay afloat during the crisis caused by the pandemic.
Bella Piel is an enterprise that has been around for 17 years. What has been the most important challenge during this time?
The most important challenge we have overcome is the one we are experiencing in these difficult times due to the pandemic. This situation led us to reinvent ourselves from one day to the next and innovate without losing the north, despite adversities, maintaining our staff without laying off anyone and maintaining the expansion that had begun in previous years throughout the country. Currently, we have the satisfaction of being able to employ 400 people and make them part of our Bella Piel family.
What are the values that predominate in your brand?
Our values are conscience, closeness, trust, cooperation, communication and commitment. All these values are the center and axis of our day to day.
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The year 2020 represented changes, what have been these substantial changes within the company, both for managers and employees?
One of the most important and beneficial changes has been the incorporation of new technologies that allow employees to be in the home office. Intranet was a new adaptation that was incorporated in order for staff to work from home. Before the pandemic, 100% of the staff worked from the office, it was 100% face-to-face. Now the teams work from their homes and we have adapted very quickly, and thus we continue to work with the same intensity from this new normal.
Various studies indicate that the beauty and personal care market in Colombia grew during 2020. How did Bella Piel prepare to assume this growth?
The Bella Piel team is understanding this new normal and way of reaching our consumers and for that we have an important focus on logistics, that is why this area has been strengthened and has had great changes both from the digital point of view and the different channels, as in the optimization of the management in points of sale.
What is dermal makeup and how is it different from conventional makeup?
It is a makeup that in its philosophy of creation not only makes up, but also has beneficial components for the skin and is an adjunct to the treatments that our clients are performing.
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Men began to understand the importance of taking care of their skin. What is the cause of this phenomenon within the male environment?
Today men are aware that skin health care is important and not just a matter of vanity, they have within their skin ritual to clean, hydrate and protect, which are the basic steps for healthy and beautiful skin. .
Follow the news of El Espectador on Google NewsWhat activities are contemplated for the celebration of the 17th anniversary of the brand?
We are turning 17 years old and we want to celebrate them with our Bella Piel family. That is why we will have personalized virtual consultancies, makeup webinar and webinar on the correct use of products in the daily facial routine. In addition, we will have gifts for our customers and surprise discounts, without forgetting the special promotions at our points of sale, on the website and in the contact center.
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What advice can you give to businesses that are faced with this complex situation of staying or giving up?
The advice for these ventures is that they focus on their people, on their work team, which is the one that will keep the initiative afloat. The collaboration, commitment and the shirt on all the teams is what has helped Bella Piel. We think about how to keep jobs, how to continue contributing to those families even with the situation that was occurring in the country, and today we have 98% of the people after rigorous confinement and a pandemic that keep going.