Davroe
Innovative brand, Davroe, calls Newton home
Nestled in the foothills of the Campbelltown City Council area is Dresslier, a company that dates back to 1930. Occupying its own slice of history, Dresslier is the oldest manufacturer of hair care products in Australia.
Much like other industries, the personal care space has witnessed many trends and lasting changes. As such, as the salon landscape and hair care market ushered in new eras, formulating chemist John Sloan began making a new hair care range called Davroe.
Entering the market in 1987, Davroe was seen as an innovative, natural plant-based range of products. Fast forward to today, and Davroe is now locally and internationally recognised as the first professional hair care range to be not only sulphate, paraben and petrochemical free but also cruelty-free and 100 per cent vegan.
Mary Centofanti, Owner/Director, began her journey with the company as a receptionist in 1984 and is responsible for the somewhat risky move to reformulate the entire Davroe salon professional range in 2007. ‘In the 90-year history of the company, we have always been cruelty-free. However, I wanted to do something different with the brand. With the overseas groundswell about wellness, we decided to go sulphate and paraben free and be a vegan product for everyone,’ Mary said.
A curly relaunch
At the time of the relaunch, similar products were almost non-existent in salons. In fact, only a limited number of pharmacy brands stocked sulphate and paraben-free hair care ranges. ‘The first five years were extremely hard,’ Mary explained. ‘While we were excited to get these products out into the market, the response was almost the complete opposite.’
Common criticisms centred around misconceptions that a shampoo without sulphates won’t lather and, consequently, won’t clean the hair properly. To work around the noise, the team realised the importance of educating salon employees, who could then pass on key insights to everyday customers.
The number one point to learn? Sulphates are harsh cleaners. This means that while they might provide visible results in terms of shine, they are doing damage to the cuticles. Causing an array of problems, such as an inability for colour-treated hair to hold its shade. Additionally, the harsh nature of sulphates can irritate the hands.
At the time, the Davroe team were also contending with marketing an innovative brand in the pre-social media age. Instead of crafting campaigns on Instagram or holding giveaways on Facebook, Davroe found an audience through trade magazines and sampling. ‘I’m confident in our product, so I made the decision early on to provide charities and foundations with sachets for gift bags. Once someone samples our product, they’ll come back for it,’ Mary said.
With all the evidence pointing to the inherent goodness of sulphate, paraben and petrochemical-free products, Mary and the team remained positive despite the hard times. This mindset was only further enhanced by a 2012 visit to the Cosmoprof trade show in the US. ‘We saw what brands were there, and we found that no one was doing anything like what we were doing,’ Mary said.
Shiny growth
Thanks to a mix of hard work, passion and changing consumer views, interest and uptake in the brand grew exponentially. In 2017, New Zealand came on board, and today, Davroe distributes and conducts online sales from the US as well as working with 15 countries in Europe, such as Sweden and Denmark.
‘In those first five years, I felt I had taken us out of the mainstream and put us firmly into a corner,’ Mary explained. This is largely because, at the time, independent stores and chains would put Davroe into the natural section. ‘There is a perception out there that natural products don’t work, so for me, the performance aspect needed to be there. With Davroe, we have a product that is natural, plant-based and most importantly, it works,’ Mary said.
Crucial to the success that Davroe enjoys today is the value placed on staff, suppliers and maintaining good relationships. Fostering these relationships provides both short- and long-term benefits. Today, it means that trust is built. Tomorrow, it means that there are people with the inherent knowledge needed to take the company into the future.
Following a period of sustained growth, Davroe’s future is firmly centred around maintaining organic growth. ‘We have aspirations to put the brand in as many places as we can. The reality is making sure we can accommodate that level of growth,’ Mary stated.
It’s this pragmatism that sees the Davroe team place realistic timelines around expansion opportunities. For example, placing a timeline on further growth into Europe, despite several countries wanting to establish a partnership. ‘We want to be able to accommodate what we have now, so we don’t spread ourselves too thin,’ Mary explained. ‘We understand the limits of what we can and can’t do. It doesn’t mean we don’t have big plans; we just understand that there is a process to achieving those goals.’
Prior to the launch of the new-look Davroe range, Mary made the decision to move the company from Edwardstown to 42 Stradbroke Road, Newton. While at the time, the relocation centred around practicalities such as reducing the duration of the daily commute to work, the Campbelltown area has truly been the perfect backdrop for the Davroe brand.
‘When you are making products that are personal care, you have to be able to sell a story with it,’ Mary explained. For Davroe, this story involves its founders and employees living and working in a picturesque area populated with people and homes. When selling the product overseas, people can conjure up a positive image, and when such prospects make the journey from interstate or from the other side of the world, they can take in the beauty of Davroe’s backdrop firsthand. ‘You can’t sell a story you’re not living,’ Mary added.
The Campbelltown City Council area has also worked to amplify the Davroe brand. ‘Council is proactive when it comes to promoting businesses. We have great members who constantly visit constituents and businesses and raise awareness, Mary said. All of these work to highlight to locals the great things happening so close to home.
Business tips
Mary’s tips for others in business:
- First and foremost, it’s paramount to have business knowledge and understanding of your industry. This means first being able to identify your consumer and, later, understanding their wants and needs.
- Good staff is key.
- Highlight your goals and stay focused. It can be easy to be influenced by what’s going on around you.
- Passion is underrated. Business has many ups and downs, and loving what you’re doing helps you stay the course.
Speak to us today about the benefits of living and working in the Campbelltown City Council area.