STAMP 2017: Ouidad's Guerilla Marketing Campaign
Let’s Talk Curls
Ouidad Salon FL by Chadwick and Igor
Fort Lauderdale, FL
Owners: Chadwick Pendley and Igor Araujo
In an effort to empower people with curly hair to understand their hair texture and its unique needs, Ouidad Salon FL launched The Curl Talk Class, a monthly class held at the salon where clients and prospective clients can participate in a complimentary hands-on, DIY styling session. “Since the majority of curl challenges are met through the use of products, this tool helps us effectively sell retail,” Araujo says. “Plus, it attracts new clients to the salon who are just learning to care for their naturally curly hair.”
During the class, clients learn to understand the properties of curly hair, as well as recreate professionally styled curls themselves. “The class is a way for clients to try us out before actually having an appointment, and this is huge,” Araujo says. “Their trust is often weak due to bad past experiences.”
The average cost to conduct a class is $30, and the average class draws 15 guests and results in an average of $475 in retail sold, five new client bookings and nine re-bookings of existing clients.