This is the Definit firm that in just six years managed to have 27 stores in the country and now aims to reach more than 60 in the short term through franchises.
Rodrigo Ferrés, CEO of Definit, is betting that the laser hair removal market will continue to grow in the country.
In 2003, Rodrigo Ferrés, now CEO of Definit, did not imagine that he would end up leading a revolution in the world of aesthetics in Argentina. His career began in the financial sector, but an unexpected turn led him to the laser hair removal business, which at that time was a luxury reserved for few. “A friend suggested I sell hair removal machines, something that at that time only big stars used. I realized there was an opportunity to democratize it. The real starting point was my experience as a representative of an American company, Candela. While I saw how this type of business grew in markets such as Spain, Brazil or the US, in Argentina the perceived quality was low due to the lack of cutting-edge technology. That’s where the idea arose: what would happen if we brought the best technology to a model accessible to everyone? says the businessman.
Thus, in 2018 Ferrés, together with his partner Nicolás De Estrada, embarked on the adventure and founded Definit, with the opening of their first location on Avenida Santa Fe and Talcahuano, in the heart of downtown Buenos Aires and just a few blocks from the Obelisk. According to the businessman, Definit’s differential was technology. They introduced world-renowned Candela machines, until then used only by elite dermatologists. Besidesthe association with Espacio Láser, the largest hair removal chain in the world, gave them key support. For the launch, they had Xuxa, an iconic figure in Argentina. “It was impressive; People hung from trees to see it. They cut off Santa Fe Avenue. We couldn’t believe it,” he remembers.
Today, Definit has 27 stores, including its own and franchisees, and plans to reach 60 in the coming years. “The pandemic was an enhancer. Many people thought: how did I not do this before?” says Ferrés. Another key is that the company also opted for a unisex approach, although the bulk of its business continues to be the female audience. When they started, only 4% of the users of their treatments were men, now that number has risen to 9%. Meanwhile, according to data from the firm, around 300,000 people have already stopped by its establishments to have different areas of the body waxed.
One of the fundamental characteristics that Ferrés highlights as the secret of his success is that 70% of your clients arrive after previous experiences with less effective methods. “Our technology is the best on the market, it is a fast, hygienic and effective treatment.” In addition, Definit has been able to adapt to difficult economic times, offering accessible financing plans: “It is a reasonable fee for a treatment that improves your quality of life. It is not a luxury; It is well-being.”
Expansion with franchises
The truth is that Definit’s franchise model has been key in its expansion. With an initial investment of US$200,000, of which more than US$90,000 correspond to the purchase of the hair removal machine. In addition, franchisees receive all the necessary support, from training to marketing campaigns, including something fundamental such as the ambience of the premises. “Our model allows small but efficient establishments, which can serve 40-50 people a day in shifts of a few minutes,” explains Rodrigo Ferrés.
The firm’s projections are an annual turnover per establishment of around $35 million and the recovery of the initial investment in a period of around 24 months. Another issue that the company highlights is that maintaining the franchise requires very little time from the investor.
Finally, The CEO of Definit emphasizes that beyond aesthetics, laser hair removal has health benefits. “We help women with hormonal problems and athletic men who seek to avoid irritation. The market still has a lot to grow and as the economy stabilizes and the rate decline deepens, our segment has even more to develop.”
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
