Elevating the Face of Qantas
Industry: Aviation & Hospitality
1. Qantas Grooming Standards & Training
Project: 2003–2015 Cabin Crew & Ground Staff Training
Overview
In 2003, Qantas launched a new uniform for its Cabin and Ground Crew designed by Morrissey, representing a refreshed direction in brand image. Prep People was engaged to define and deliver grooming standards that would support the new look, comply with safety requirements, and elevate the professional presentation of all customer-facing staff. We were also engaged to provide the grooming component of onboarding training of all Cabin Crew from 2003 to 2015.
Objectives
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Align grooming guidelines with the updated Qantas uniform
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Meet safety, regulatory, and operational requirements
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Build grooming confidence and competence in frontline staff
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Support the Qantas brand promise of premium service
Approach
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Developed detailed grooming standards, including hair, skincare, shaving, and makeup protocols
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Created a custom makeup colour palette to complement the new uniforms
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Designed approved hairstyles suitable for operational practicality and presentation
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Delivered face-to-face, hands-on workshops to over 5,000 cabin crew and more than 1,500 ground staff
Outcomes
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Consistent, brand focused look for all cabin crew and ground staff working with new uniform and the focus of ‘approachable customer service”
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Whole customer facing team trained and prepared for day 1 of new uniform.
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Implementation of grooming component into onboarding training of all new cabin crew and ground staff – delivered by Prep People from 2003 to 2015
Conclusion
The successful establishment of a new look for customer facing team to complement the new Qantas uniform. Customer feedback highlighting a more polished and premium experience.
Ongoing support for the Qantas brand by providing regular training to all new Cabin Crew as part of their 3-week induction training, ensuring the high standards are upkept and grooming policy is consistently met by all customer service team.
“We selected Prep People because we wanted to ensure our people acquired the grooming competencies and aptitudes necessary to present themselves in a way which reflected our brand message of customer service excellence.”
Julie Lamberg-Burnett, Manager Service Standards – Inflight
“The services have been exceptionally well received by all participants. Prep People have exceeded our expectations in all respects.”
John Mills, Qantas Training Manager
2. Qantas Uniform & Image Update
Project: 2013 uniform rollout, image training, & internal communication workshops
Overview
In 2013, Qantas introduced a new uniform for its combined customer experience team designed by Martin Grant. Prep People was chosen once again to help communicate and implement the new look across all areas of the business.
Objectives
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Developed and delivered the "Managing Image and Presentation" workshop for Qantas managers
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Included modules on how to have constructive appearance-related conversations
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Trained Cabin Crew, staff in lounges, ground teams, and newly acquired freight divisions
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Ensured 100% presentation compliance from day one of the uniform launch
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Provided hair and makeup artists for PR and media events as part of the uniform’s soft launch
Approach
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Developed detailed grooming standards, including hair, skincare, shaving, and makeup protocols
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Created a custom makeup colour palette to complement the new uniforms
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Designed approved hairstyles suitable for operational practicality and presentation
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Delivered face-to-face, hands-on workshops to over 5,000 cabin crew and more than 1,500 ground staff
Outcomes
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Developed bespoke grooming styles aligned with the First Class Lounge aesthetic
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Delivered expert in-person instruction to Qantas hosts
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Ensured staff presentation was consistent with the brand’s premium customer experience
Conclusion
A fresh, bright, glamorous new look for Qantas which attracted worldwide attention in the media and gave new life to the Qantas brand. This was a very large project for Prep People involving internation travel to deliver training to Qantas crew in the UK and New Zealand and many press engagements in the lead up to Launch day. In the end we trained more than 5000 Qantas people across all customers facing touch points including freight and lounges ensuring 100% uptake and a fully consistent look across the whole Qantas brand.
“Prep People were a vital part in helping make the change for Qantas. Laurel’s experience, attention to detail, genuine style of delivery and solutions-based approach made her an indispensable member of the team.”
Katya Noble, Head of Uniform Project, 2013
“ This project was a fantastic opportunity for Qantas to re-focus and raise the bar
on Image and Presentation across the Customer experience team. There is
always challenge and natural resistance to change, and we worked hard to
support and reassure the team through the process, providing individual
assistance and solutions as well as equipping the managers with tools to ensure
the motivation and excitement was long lasting and that there was 100%
compliance from the team.”
Laurel Brown, Principal, Prep People
3. Qantas First Class Lounge Launch
Project: 2007 premium grooming support for new First Class Lounge openings in Sydney and Melbourne
Overview
For the opening of the new First Class Lounges in Sydney and Melbourne designed by Marc Newson, Qantas engaged Prep People to ensure staff presentation matched the luxury design and service standards.
Objectives
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Align grooming guidelines with the updated Qantas uniform
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Meet safety, regulatory, and operational requirements
-
Build grooming confidence and competence in frontline staff
-
Support the Qantas brand promise of premium service
Approach
-
Developed detailed grooming standards, including hair, skincare, shaving, and makeup protocols
-
Created a custom makeup colour palette to complement the new uniforms
-
Designed approved hairstyles suitable for operational practicality and presentation
-
Delivered face-to-face, hands-on workshops to over 5,000 cabin crew and more than 1,500 ground staff
Outcomes
Qantas lounge staff were fully trained and prepared when the doors opened and were able to give the first class service to match the wow factor of the new lounges.
Conclusion
Another example of Qantas continuing to deliver for the premium customer, and of the partnership with Prep People who work behind the scenes to help ensure that the Qantas brand continues to surprise and delight its customers.