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Eagle not Ostrich – The New Professional Beauty Frontier demands Leadership and “Future Forward” Strategic Thinking

Tuesday, 04 August 2020 10:44

Eufora CEO Beth Bewley announces new growth plan that includes evolving corporate structure and systems.

While many are busy reacting to day to day pandemic challenges, Eufora CEO Beth Bewley has her sights set on developing a winning strategy for the next normal. Bewley, often recognized for her leadership position as disruptor of traditional practices, has deployed her “future forward” thinking to craft a paradigm shift for the Eufora culture.

Recently announced were seven new hires, the first step in a 3-year plan for investment in human resources that will allow the company to better serve emerging markets. To improve responsiveness Bewley reinvented all company job descriptions with added focus on building nimble, forward thinking, customer-centric programs and practices. Internal departments are being renovated, beginning with Education, which required innovating new learning opportunities that could foster customer connections whether digital or in person. The goal? Keeping stakeholders engaged with the brand through multiple touchpoints. Going beyond the standard video learning, Eufora introduced personalization tools, such as live Q&A sessions and live virtual in- salon classes that allow the Eufora team to customize digital learning unique to each audience. This fall, the flagship Renovation-Innovation Team will be getting a makeover that includes new leadership and new R&D partners to help fast track innovation projects.

COVID-19 has challenged the world to find opportunity in crisis. Although it may not last forever, it will forever change how we operate and what we value. So, while the future may be uncertain, Bewley’s plan is not. According to Bewley "Now is not the time to sit back and wait for a return to the way things used to be. It may never happen, and inaction makes a company vulnerable. However, we can’t react in the moment without thinking it through. Action today will have lasting impact, and a short-sighted approach is not the best for developing long-term success plans. It has never been more important for leaders to step up and look past the crisis at hand. Smart leadership must identify opportunities ahead and plan how to best serve our customer, our industry and the planet. When it comes to Eufora, I must be able to reaffirm our culture and our position on beauty while imagineering (a Disney term I love) the next generation of programs and processes that will ensure long-term growth for both Eufora and the salons we serve.

For more on leadership and opportunity, connect with Beth on LinkedIn.

For more information on Eufora please visit

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