Modern Salon - March 2009 - (Page 54)

MODERN BUSINESS Give hands and feet a spring break! Scrubs and massage lotions from Manicure/Pedicure by OPI rely on botanicals, coconut and fruit extracts to soften, smooth and pamper. Just ask your clients: Coconut citrus or cool cucumber? OPI’s Hottest Product Now: OPI Tropical Citrus Scrub Why It’s Flying off Shelves: It sloughs away dry, flaky skin caused the by winter, plus its crisp scent invigorates the senses. How to Retail it to Clients: Use it during a treatment. By letting clients experience the results, they’ll be more inclined to purchase it. How to Boost the Ticket: Tap into OPI’s monthly retail promotions, product savings and fun giveaways. They act as buying incentives for the entire brand. Tropical Citrus Scrub BIZ BUILDER “The one thing your competitors cannot duplicate in this high-tech, competitive world is your talent.” —John Daley, in his St. Louis-based Daley Institute for Business newsletter. STEAL THIS Recharging Retail “Bring-in-your-products” programs are intended to get clients to switch to your salon’s brands. For extra kick, try this one: Name of Salon: Earth A Salon by Michael Crispel Location: Toronto, Canada Bright Idea: Invite clients to turn in any hair-related product that’s not one the salon sells, and receive 25-percent off salon-brand retail purchases. Why it Works: “It helps clients save money, while putting my KMS or Goldwell products in their bathrooms, so they think of me when they style their hair,” says Crispel, who donates the products that were turned in to a battered women’s shelter. Bottom Line: A 13.5-percent increase in retail this year: “Clients who were buying products elsewhere, due to price or convenience, switched over to purchasing their products from us.” Additionally, he reaps tax savings through the donations. Scented scrubs slough-off winter woes. BEST PRACTICES Tell and Show Seasonal trends are change-makers best friends—if they get clients hyped about the looks. At Hair Café in Santa Monica, owner Philippe Schaedler has every base covered. His entire staff attends the Toni & Guy Academy bi-annual to master the seasonal trends. DVDs and books introduce the looks to clients. Then clients are invited to get the trend styles on one special day, after which they are photographed. They pay for the services, and their photos are sent to the salon’s e-list, so everyone else can see what’s new. Product discounts and promos Philippe Schaedler says you can’t sell the accompany the e-mailing, which trend without styling lessons. generates more demand. A month after the photo shoot, everyone who got a trend look (plus any client who is having a styling challenge) is invited to a free, Sunday styling lesson. Clients bring their tools and products, and are shown exactly how to style their hair. “This is the next best thing to having a hairdresser in your house,” says Schaedler. “Clients see the latest looks, wear them, and get a lesson in how to style them, along with information on the precise products to use. Those who come just for styling lessons sit next to clients with the latest cuts and this creates more converts.” After the cuts and the e-mailings and the lessons, which take place more than once over a two-month period, the trend snowballs. Already, says Schaedler, a short, textured cut is emerging as the next big thing, due to popular demand. Seasonal transitions are the best times to encourage clients to trade their styling products for the ones you sell. 54 MARCH 2009 www.modernsalon.com http://www.modernsalon.com

Table of Contents Feed for the Digital Edition of Modern Salon - March 2009

Modern Salon - March 2009 Contents Behind the Cover Notebook Contributors Modernsalon.com New-Now-Next America's Beauty Show Preview Modern Portfolio Modern Reports Inside the Spa Choose Beauty Modern Business Process Paradise Lost Equilibrium Exposed Making Waves Modern News The Goods Personal Style

Modern Salon - March 2009

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.