Revlon Professional is a leading brand in the beauty industry offering high quality hair care, cutting and professional products for salons and hairdressers. With a wide range of innovative products and vibrant colors, Revlon Professional has earned the trust of beauty professionals around the world.
The challenge
Adapting to a changing landscape
Revlon Professional understands that education is a cornerstone for professional brands in the hairdressing industry. The ability to provide training on products and techniques sets them apart, ensuring that hairdressers are kept up to date with the latest trends and products throughout their careers.
Traditionally, Revlon Professional offered this training through local academies and in-salon visits. This made sense in an industry where physical presence and hands-on training are crucial and hairdressers, by nature, weren't accustomed to digital training.
However, the onset of COVID-19 posed a unique challenge, forcing the closure of the academies and putting a stop to in-person salon visits. At this point, Revlon Professional recognized a significant gap in its online training capabilities.
Adding to the difficulty, different regions had different requirements in terms of hair trends and languages. These variations made it difficult to provide engaging content globally, especially when the content was generated in English at the company's headquarters.
Seeing a great opportunity for growth in this area, Revlon Professional decided to change course and renew its focus on online learning. To get started, they began benchmarking their competitors and studying different online learning platforms.
Our proposal
"Always On" with Totara
Revlon Professional's response to the challenge was to adopt a Learning Management System (LMS) that could provide consistent online training, customised to cater to the specific needs of different regions and countries. They decided to work with Platinum Totara Partner Actua and chose Totara as the ideal learning platform due to its flexibility and features. The result was the creation of an "Always On" platform, designed to empower hairdressers with education whenever and wherever they needed it.
This multilingual platform allowed each market to manage its training independently, following guidelines established by the Global Education team. Ensuring accessibility from mobile devices was vital, given that many users accessed the platform on their phones or tablets. To evaluate training effectiveness, the platform integrates with Google Analytics to track platform usage and user behavior, focusing on metrics such as course completion rates, session duration and user navigation.
"Totara helps us expand the range of our education, as there are limited resources and time. Totara gives us the chance to reach more people, more often with more information. Furthermore, the platform's reporting functionality has proven invaluable for tracking performance, user activity, and other key metrics. It's a tool that simplifies the decision-making process." Juan Romaguera, Global Digital Marketing, Revlon Professional
The results
Transforming hairdressing training
The "Always On" platform provides ongoing support and education to hairdressers and professionals across 17 regiones y en 10 idiomas. Revlon Professional uses the platform not only for new product launches but also for corporate training. They connect with users through social networks, emails and face-to-face visits to maximize participation.
With more than 9,000 users, including 1,000 monthly actives, Revlon Professional's foray into the world of online training continues to grow. They value Totara's reporting capabilities, including tracking top users and completion rates. The platform not only works as intended, but also recognizes and rewards the best users.
Key Results:
- Behavioral change has occurred. Now, salons use self-paced learning to improve their skills with the latest products available on the market.
- Improved conversion from the platform to Revlon Professional's e-commerce site.
- Engaged users on the platform tend to buy more Revlon products.
In conclusion, by working with Actua and adopting Totara, Revlon Professional has been able to broaden the scope of its training initiatives. Actua's invaluable support in implementation and content creation has saved time and effort, generating new ideas to improve performance.
Looking ahead, Revlon Professional plans to continue to train its staff internally on the platform and integrate it with loyalty programs. Their foray into online training has been a resounding success, allowing them to expand their training offerings and reach more customers with valuable information.
They have embraced change and innovation, ensuring that hairdressers and professionals stay at the forefront of their field through convenient, accessible and engaging digital learning.
"Actua helps us a lot with the management of the Totara platform. They've a lot of good ideas on how we can adapt and implement new content or new features. They help us improve the performance and save us a lot of time and effort for sure."
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