In episode 242 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Chelsea Riggs, brand president at amika, a brand of hair care and styling tools. Listen in as Riggs discusses how amika's sales in beauty salons and Sephora stores have been impacted by the crisis, the growth of the brand's direct-to-consumer business, and how the company has adjusted to the changes brought on by COVID-19. She explains how amika's salon affiliate program is supporting salon owners and stylists during this challenging time by giving back 40 percent of revenue from all referral purchases. Riggs shares why she thinks all brands need to put people first, not only now but going forward; the strategy behind amika's internal and customer communications; and how the brand has been producing free educational content online to support its community.

amika brand president Chelsea Riggs has 10 years of advanced beauty marketing and sales experience, with demonstrated success in brand building, brand management, brand marketing (digital and social), and business development. In addition, she has experience in startup environments, with the ability to bring structure to undefined procedures. Riggs is a hands-on self-starter with the ability to execute in a resource-lean organization. She is a brand messaging strategist with an expertise in storytelling, presentation, and content creation.