Growing your business is back in fashion, and the
formula for success is simple: offering more services
= more money in your pocket.
Make money by adding new services

IN FASHION, it’s all about the little black dress.
It’s the perennial wardrobe essential, the foundation
to build upon and accessorize to match
any trend.


Sportmax, firstview.com


In the salon business, your fundamental services are
the equivalent of the “little black dress.” Cut, color, texture
and retail are your beauty basics. If nails are your focus,
it’s the mani/pedi. Skin care? All about the facial.
No matter your expertise, you develop your
skills in core areas, and count on them to
make you—and your clients—look good.


But what are you doing to “dress up”
these services? How are you accessorizing
and expanding your basics to keep what
you have to offer fresh and relevant to clients?
Most important, how are you taking
advantage of easy new opportunities to offer
and do MORE services and make
MORE money?


Back in Fashion

The economy has been challenging, no
doubt. But positive changes in consumer
habits are happening. Salon
professionals who have worked smarter
and harder are seeing client spending—
and appointment frequency—pick
up. Appointment books and personal
P&L’s are shifting from red
(negative/empty) to black (positively
profitable)!


But to keep your business moving
in the right direction, you need to
know the whole trend story. In this new
era, your personal success as a beauty professional depends
more than ever on how well you anticipate your clients’
redefined needs and how directly you connect them
with the right service options and extras.


Because something is different.


Nielsen, Brand Keys and popular forecasters of marketplace
habits use words like value, restraint, meaning and
authenticity to describe the change.
Other trendcasters speculate that while
consumers are starting to spend again, they
are more low-key. They wince at waste and
crave comfort. At the same time, they are
demanding “instant” experiences, change
and “connection.” Generosity, social concerns
and “embedded giving” are important. Many
value a contemporary, urban vibe and seek to
put their personal stamp on sophistication.
(See last page of this section for a snapshot and
more of these trends.)


Some analysts refer to this interesting but
complex consumer landscape as the “new
normal.” Are you ready for it?
Yes, you are! Because the salon industry’s
leading companies have done their homework
to create the “fuel” (literally, in one brand’s
case) to help you take the best care of your
clients and your own bottom line.


This special Trend Report will prep you
to take advantage of the hottest new service
and add-on opportunities. It will also help
you “do the math,” with simple formulas
detailing the actual extra dollars you earn by
adding these revenue drivers to your tickets
each week.

Based on consumer trends and industry innovations, these categories can really boost your income this year:


CONDITIONING TREATMENTS AND REGIMENS. Always lecturing clients who aren’t diligent
about keeping their hair healthy? They’re finally listening. Clients will want their hair to keep its integrity
as much as you do.


TEXTURE-CHANGING PRODUCTS, TOOLS AND SERVICES. Clients now take for granted that
they can change their texture. They will be open to any technology that offers improvement in speed,
effectiveness or damage-control.


HAIR COLOR: Spring is flirting with summer, and blonde is back. Clients may not go for three shades
of highlights and big differences in levels, but they will ask to go lighter and insist on shine and dimension.
Your product must be versatile and top quality to retain this color client. They also still want
long-lasting results and “options” that minimize or eliminate regrowth challenges.


FACIAL WAXING. This may be the easiest upsell of all. Clients really do want the “total look.” Those
who stretched their eyebrow shaping appointments or put up with lip fuzz will get back on course,
while your hair-only clients will need just a gentle reminder to polish their appearance.


OTHER CATEGORIES TO WATCH? These product and
service segments also offer client solutions sure to be in-demand,
on-trend, profit boosters:

• Faster, simpler nail enhancements

• Men’s hair color: simple, fast, discreet

• Easy-kit lash enhancements

• Thinning hair treatments and products