Hair & beauty · Market entry · Sales training & development · Australia & Global
Launch strong.
Grow smart.
Hair and beauty brands, taken into new markets with care, structure and the right rooms. Independent advice, shaped by thirty-five years in the industry.
The work
Direction with
commercial instinct.
From the first market conversation to the reporting pack, every piece is connected and every recommendation is built to move.
- 01
New markets
What it actually takes to enter a country. Channels, timing, and the first year on the ground.
- 02
The right rooms
Distributors, salon groups and educators. Introductions with context, then follow-through.
- 03
The room and the stage
Sales training and education. How to hold a room without overselling the product.
- 04
Someone in market
A senior pair of hands for founders and brand managers who cannot be everywhere.
- 05
How the brand looks
Website, language and photoshoots. Keeping the house codes intact as the brand travels.
- 06
A clean report
Head office sees what moved, what did not, and where the next dollar goes.
The approach
A partnership,
in order.
- 01
Listen
The brand at home. Product, founder, numbers, ambition and capacity.
- 02
Map
Channel, competitor, education, price and a plan built for this country.
- 03
Connect
The right distributors, groups and educators — built on thirty-five years of relationships.
- 04
Train
Sales teams, educators, presenters and ambassadors who can carry the story.
- 05
Report
A clear cadence. What moved, what stalled and what to do next.
The wider practice
Beyond the plan:
the people who carry it.
Alongside market entry, I build and deliver the training that makes a brand stick — for the people selling it, the managers leading them, and the rooms where both are learned.
- 01
Sales training
Modules written and presented by me, for the people who carry the brand: the salon floor, corporate sales reps, and on-the-road team members.
- Salon floor
- Corporate reps
- On the road
- 02
Management training
How to get the best from your team. Seeing what style of manager you are, where it serves you, and how to become better at it.
- Team performance
- Manager style
- Growing people
- 03
Education spaces
Assisting with education events, and building education hubs and upskilling hubs that keep running once I leave the room.
- Education events
- Education hubs
- Upskilling hubs
- 04
Alongside the product
Working with new product development and packaging design, and creating the education modules that take a new product into market.
- NPD
- Packaging design
- Education modules
In the room
Backstage, on the floor, at the launch.
Queensland · Australia
Behind the direction
Seaneen
McCrarren-Fraser
“I take brands into new countries, train the people who will carry them, and stay close enough to see what the numbers are saying.”
Thirty-five years in the hair industry — stylist, salon management, fashion, national sales, brand relations, franchising and product development.
Independent now. Senior enough for a founder, practical enough for a sales team. Comfortable on a stage, in an education room and in a reporting pack.
The Rooms — current and past
Expression of interest
If the brand is ready
to travel, let's talk.
Start with a short expression of interest. I’ll review the opportunity, then send a detailed discovery form focused on your company, brand and market needs.
Live from the floor
Straight from the stories.
