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The rebirth of Flossie.com

There's a new site on the daily deal block, with Flossie.com rising from the ashes to help the hair and beauty industry fill in downtime.

Nearly two years in the planning, the site relaunched today as a quiet-time appointment channel for salons with deals for various treatments including Brazilians, microdermabrasion and and lash tinting.

Flossie.com chief executive Jenene Crossan describes it as a vanity club and said the e-commerce platform offered members a chance to fill quiet-time appointments and in return receive discounts, products and other incentives.

Inspired by the wotif.com model, she said its focus on filling in slow periods for high-end salons would differentiate Flossie from mainstream deal websites.

A major marketing drive has been launched, using partner site nzgirl.co.nz, Facebook targeted advertising and email marketing. Radio, TV and newspaper partnerships have also been formed, according to Crossan.

But that's just the beginning, she says – once Flossie has earned the trust of salons and spas by putting "bums on seats" the next phase will be system integration, allowing users to book and buy real-time appointments. And as she told Idealog recently, the plan is to also feature a directory with social media rankings and incorporate a loyalty programme. And rather than forking out a commission to Flossie for every customer through the door, they’ll be charged a simple listing fee.

Flossie.com in its original incarnation was an ad network and content aggregator launched in 2008 across New Zealand and Australia.  In May last year Flossie merged with Digital Dialogue and the portal was no more.

Crossan is also the founder of the trademarked nzgirl brand, established in 1999 when she was just 21.