With a plethora of hair and beauty products on the market, how does one brand set itself apart? The beauty industry is notorious for pushing consumers to achieve the perfect “look”, as the words ‘beauty’ and ‘perfection’ become synonymous with one another. As a result, spending on beauty is at record highs, with some figures predicting the market to be worth £26.7bn by 2022.
However, what if striving for “perfection” isn’t your angle? gig provider, amika, believe that beauty is a subjective matter, where buyers find their own identity and definition of beauty. It’s an ethos that revolves around choice, self-expression and inclusivity of all beauty types – a concept we couldn’t agree with more.
With humble beginnings in Williamsburg, New York, amika has gradually expanded its presence into the UK, kicking-off its UK expansion with a pop-up in Old Street. As a company that encourages choice and flexibility ourselves, we sat down with the amika team to find out why self-expression is so important, how our GIG Seekers embraced the amika ethos, and why GIG’s flexible employment strategy worked so well.
Tell us a bit about amika and its mission?
amika is on mission for a lifestyle of self-expression. We are a brand that promotes inclusivity and want this message relayed through our products. We like to say our products are like a good-friend. They’re reliable, dependable and fun to spend time with.
We didn’t have time to do multiple screenings and phone interviews, so it was nice to have all of that out of the way...
What sort of challenges has amika faced since launching over 10 years ago?
As with any business, there are always hurdles and challenges to overcome. However, the past 10 years has seen us steadily grow and we have our end-buyers to thank for that. We’ve developed into a worldwide cult beauty brand because we focus on what speaks to a person’s individuality - allowing people to express themselves freely is really powerful.
What drew the decision to open a pop-up store?
Since relaunching the brand in the UK in October, we wanted to have a full 360° launch plan. This included launching in a way to attract the end-consumer as well.
We thought a pop-up shop would be the best way to immerse people in our brand culture while giving them the opportunity to test and try the products for themselves.
The GIG Seekers we had promoting out the front of the store were full of beans and really brought their own personality to the table
Why did amika embrace a flexible employment service, such as GIG?
We decided to use GIG in order to recruit people who have already been verified and could work quickly. We didn’t have time to do multiple screenings and phone interviews, so it was nice to have all of that out of the way and just focus on training the vetted staff on essential product knowledge.
How did the week go in Old Street Underground Station?
It went well! It was great brand recognition. The GIG Seekers we had promoting out the front of the store were full of beans and really brought their own personality to the table, which was great. Finding staff that are dedicated and energetic, especially for just one-off events like ours, was really refreshing.
What are the plans for the future?
Continuing to grow the brand in the UK!
Interested in finding out how GIG's flexible employment strategy can help your business? Simply get in touch with us at firstname.lastname@example.org