Systematic approach

As CACI International’s non-surgical systems continue to gather ground around the world, we speak to export manager Mary Overton about the company’s success, changes in the industry and global growth

What have been the biggest transformations in the industry since you joined CACI?
I have been in the beauty industry for 30 years and at CACI International for the past 16. During this time I have seen more and more changes, with beauty industry growth powered by science and technology: using non-invasive high-tech innovations to create new products and treatments.

Industry standards have evolved and we are pleased to see that microcurrent technology is now being taught at beauty colleges. Consumers are also much more knowledgeable and informed these days and education and training [standards are rising], as consumer demand more from and have higher expectations of the beauty industry.

What have been the greatest changes at CACI since you joined the company?
There have been plenty of developments since the original battery-operated CACI Mark 1 launched into the UK market in 1992. CACI is synonymous with the non-surgical facelift and the company has been at the forefront of non-invasive technology for more than 20 years.

We are now [experiencing] exciting times with the global expansion of our brand, delivering British-manufactured high-tech machines that address anti-ageing face and body concerns.

Earlier this year we launched the new CACI Synergy system, the result of years of research. CACI Synergy combines the functionality of CACI’s two best-selling systems: CACI Ultra and CACI Ultimate.

The system uses pioneering S.P.E.D dual action technology, a new advancement that delivers simultaneous LED skin rejuvenation and microcurrent facial toning for enhanced skin results.

What have been the key challenges and successes for you as CACI export manager?
International business does require a different approach than what is applicable to our UK business. There are many factors, including route to market (either selling directly or through a reputable local distributor), cultural differences, global economics and certification requirements. Working to international timelines can also be challenging.

Our successes now include CACI being internationally available in 87 countries, working with highly recognised spa groups. Personally, I have been a speaker at the International Manufacturers & Distributors Forum (IMF) at Professional Beauty in London and had the privilege of contributing to five textbooks for the beauty industry, published by Cengage Learning EMEA. 

Which are the main geographic growth areas for CACI at the moment?
Recently we have seen a huge development in the Middle East, due to the tourism industry [growing], with even more hotels opening, encouraging footfall into hotel spas. We have seen an expansion of and demand for our non-surgical treatment systems and consumables throughout Asia, Australasia, Africa, the Americas, the Middle East and Europe. 

Who constitutes the core CACI clientele, and to what extent is that something that has changed over the years?
Economic conditions impact all businesses with owners seeking out cost-effective solutions that have a positive impact on footfall and the bottom line.

In times of economic uncertainty we see increased demand from CACI clinics, medispas, destination resorts, day spas, beauty salons and gyms – all looking for something new to help them diversify.

By bringing in multifunctional devices and treatments, they can deliver dual treatment applications and generate multiple revenue streams for their business.

A CACI system is a considerable investment. What should spas and salon do to ensure they see a return on that investment?
Continuous training for all staff is key, including front of house staff, and it’s important for the business owner to consider this part of their ongoing investment.

Team members should be knowledgeable about the brand and know how to link sell treatment courses and sell retail products. Businesses should also invite local celebrities, beauty and lifestyle bloggers and editors to test treatments.