"One of the most underestimated aspects of running a company is the importance of actively listening to customer feedback and being willing to make necessary changes based on their preferences"
Welcome to ValiantCEO Magazine’s exclusive interview with Georgiana Grudinschi, the visionary founder of ANSWR, a trailblazing home salon beauty brand.
In this captivating conversation, Georgiana shares her inspiring journey and reveals the secrets behind the phenomenal success of her company.
ANSWR has taken the beauty industry by storm with its innovative approach to at-home beauty treatments. Georgiana’s passion for empowering individuals to take control of their beauty routines led her to create a brand that brings professional salon experiences right to people’s homes.
By challenging the status quo and placing the customer at the core of their mission, ANSWR has redefined the beauty landscape.
Join us as we delve into Georgiana Grudinschi’s entrepreneurial journey, exploring the inspirations, challenges, and triumphs that have shaped ANSWR’s meteoric rise. Prepare to be inspired and discover the true power of embracing your own beauty expertise with ANSWR.
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Table of Contents
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Georgiana Grudinschi: I am the founder of the home salon beauty brand, ANSWR. It’s all in the name. We bring our customers to the core of their beauty problems and give them the simplest answers which really work.
My brand is known for bringing the first ever at-home keratin treatment to market. Expensive hair treatments which you previously could only have by appointment, at a physical location, taking time out of your busy day to travel to.
Today, you can have this same smoothing treatment in the comfort and convenience of your own bathroom. At its core, ANSWR makes professional salon treatments accessible to everyone.
ANSWR is the result of many treatment trials, even more, customer interviews, and countless late nights. The €20k loan from my family has been transformed into €5M revenue since the launch. With over 200 000 units sold, my proudest moment was when our innovative at-home keratin treatment won the best hair product award in the Global Makeup Awards 2021.
I launched ANSWR in the middle of the pandemic. I had a realization: We are constantly searching for beauty solutions that will make us look better and feel better. Why do we rely so heavily on professionals? Beauty experts may know about us as a trend.
As “most people” and “everybody wants” – but not as individuals. This made me ask the question, “why should someone else tell me what to do, when only I know what I need?”
We are only going from strength to strength. We have solidified a winning formula by zeroing in on what is important to our customers – the real experts – and giving them exactly what they need and want. Our track record shows that we’re very much on the right path.
I am proud to say that I have challenged this “experts only” notion. My brand is on the market to remind everyone that they can be their own beauty experts. Because they have the ANSWR.
Today, ANSWR is on a mission to simplify beauty by empowering women to be just that. As the founder of the brand, I am determined to disrupt the beauty industry by defining an entirely new Home Salon category.
Feel deserving of high-quality salon-care at home and on a budget. Take ownership of your beauty routines. Know with unequivocal confidence that your best look is literally a finger-tap away.
If you were in an elevator with Warren Buffett, how would you describe your company, your services or products? What makes your company different from others? What is your company’s biggest strength?
Georgiana Grudinschi: ANSWR is a home salon beauty brand known for our at-home keratin treatment. We make professional salon treatments accessible and empower individuals to be their own beauty experts. Our customer-centric approach and innovative products have led to significant success and recognition in the industry.
The biggest strength of our company lies in our customer-centric approach. We have conducted numerous treatment trials and customer interviews to ensure that our products meet the needs and expectations of our target market.
Our focus on delivering what our customers truly want has resulted in significant success, with over 200,000 units sold and generating €5M in revenue since our launch.
Furthermore, our innovative at-home keratin treatment won the best hair product award in the Global Makeup Awards 2021, which showcases the effectiveness and quality of our products.
What advice do you wish you had received when you started your business journey and what do you intend on improving in the next quarter?
Georgiana Grudinschi: Embrace the willingness to learn and don’t be afraid to ask questions or appear foolish. Recognize that it’s human to not know everything.
When I began my business, I acknowledged my own limitations and sought out experienced professionals to join our advisory board. This diverse team of advisors in finance, strategy, fundraising, and marketing has been invaluable in helping me learn and grow as we navigate our journey.
Online business keeps on surging higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for the year to come and how are you capitalizing on the tidal wave?
Georgiana Grudinschi: As a founder of a ecommerce beauty brand, I am well aware of the ongoing surge in online business and the shifting landscape of B2B and B2C interactions.
With the continued growth of online shopping, virtual meetings, remote work, my expectations for the year to come are centered around leveraging this tidal wave of digital transformation.
To capitalize on these trends, I am focusing on several key strategies. Firstly, I am investing in optimizing our online shopping experience to ensure seamless navigation, user-friendly interfaces, and efficient order processing. This includes implementing advanced search functionalities, personalized product recommendations, and streamlined checkout processes.
Additionally, I am actively expanding our B2B partnerships to cater to the growing demand.
Furthermore, I am embracing the power of virtual engagement by utilizing social media platforms, influencers, and targeted digital marketing campaigns to reach a wider audience.
Through captivating content, tutorials, and interactive experiences, we are nurturing brand loyalty and fostering a sense of community among our customers.
By capitalizing on the tidal wave of online business and adapting to the evolving needs of consumers and professionals, my aim is to solidify our position as a leading home salon beauty brand and drive sustainable growth in the year ahead.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as THE real challenge right now?
Georgiana Grudinschi: The real challenge I see right now in the beauty industry is the increasing competition and saturation in the online marketplace. With the surge of ecommerce and the ease of setting up online businesses, there is a growing number of beauty brands vying for consumer attention and market share.
This saturation creates a need for brands to differentiate themselves and stand out from the crowd. Building brand identity, establishing a unique value proposition, and effectively communicating that to consumers become critical factors in overcoming this challenge.
Additionally, consumer expectations are constantly evolving, and staying attuned to their changing needs and preferences is crucial. Adapting to new trends, technologies, and consumer demands requires agility and continuous innovation to remain relevant in the competitive landscape.
Moreover, maintaining customer trust and loyalty in the digital realm can be challenging. With the absence of physical interactions, providing exceptional customer service, personalized experiences, and transparent communication becomes even more important to build long-lasting relationships with customers.
Finally, another significant challenge is navigating the complexities of logistics and supply chain management in the online space. Ensuring efficient order fulfillment, timely deliveries, and managing inventory effectively are critical aspects that can impact customer satisfaction and overall business performance.
Overall, the real challenge in the beauty industry right now is to differentiate oneself in a crowded marketplace, adapt to evolving consumer expectations, build and maintain customer trust, and manage logistics and supply chain operations efficiently. Successfully addressing these challenges will pave the way for sustainable growth and opportunities in the ever-changing business landscape.
In your experience, what tends to be the most underestimated part of running a company? Can you share an example?
Georgiana Grudinschi: In my experience, one of the most underestimated aspects of running a company is the importance of actively listening to customer feedback and being willing to make necessary changes based on their preferences. Oftentimes, businesses may overlook the significance of addressing customer concerns and making adjustments to improve their overall experience.
For instance, in our beauty brand, we had a hero product with a highly effective formulation that received positive feedback from the majority of our customers. However, we noticed that a small percentage of customers expressed dissatisfaction with the scent of the product. Initially, we underestimated the impact this could have on their overall satisfaction and loyalty.
Realizing the importance of meeting customer expectations, we decided to take prompt action. We conducted additional research, reached out to those customers directly to gather more insights, and considered alternative scent options. Based on their feedback, we made the decision to reformulate the product and introduced a new scent that was more universally appealing.
This proactive approach to addressing customer concerns proved to be a game-changer. Not only did we witness an increase in customer satisfaction and positive reviews, but it also resulted in higher customer retention and word-of-mouth referrals. By demonstrating our willingness to listen and adapt, we were able to strengthen the trust and loyalty of our customer base.
This experience reinforced the importance of not underestimating the impact of customer feedback and the need for continuous improvement. By actively seeking and addressing customer concerns, businesses can foster stronger relationships, enhance their product offerings, and ultimately drive long-term success.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Georgiana Grudinschi: If I had the ability to pick any business superpower, I would choose the power of extraordinary creativity. With this superpower, I would be able to generate innovative and groundbreaking ideas that would disrupt industries, captivate customers, and propel my business to new heights.
Putting this superpower into practice, I would unleash my creativity to create unique and compelling products or services that stand out in the market. I would constantly push the boundaries of conventional thinking, seeking fresh perspectives and unconventional approaches to solving business challenges.
I would use my creative superpower to develop captivating marketing campaigns that resonate with customers on a deep emotional level. Through imaginative storytelling and engaging content, I would create a brand narrative that captures attention, builds brand loyalty, and sparks conversations.
Jerome Knyszewski, VIP Contributor to ValiantCEO and the host of this interview would like to thank Georgiana Grudinschi for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Georgiana Grudinschi or her company, you can do it through her – Linkedin Page
Disclaimer: The ValiantCEO Community welcomes voices from many spheres on our open platform. We publish pieces as written by outside contributors with a wide range of opinions, which don’t necessarily reflect our own. Community stories are not commissioned by our editorial team and must meet our guidelines prior to being published.
