Like any dynamic publication, SALON TODAY stands always prepared to react to current events. After 9/11, we shared our readers’ stories of tragedy and amazing community outreach efforts, addressed new security concerns and then, together, regrouped to forge ahead and determine clients’ new needs upon their collective loss of innocence. In lighter times, we published what became a huge favorite: the February 2005 issue that explored hairdressers’ increasing “star power” and landed Bravo TV “Blow Out” star Jonathan Antin on the cover.
In the most recent years, the rapid evolution of both spa and technology have kept us on our toes. With an annual issue devoted to each, readers have stayed informed about the latest developments that have swept salons into the simultaneously high-tech and high-touch 21st century.
It was only a decade ago that our “Salon Automation Issue” introduced the revolutionary concept that every salon should implement a comprehensive business software system. Since then SALON TODAY has periodically included a software directory as we’ve reported on the latest in phone systems, chronicled the salon debut of pre-Blackberry Palm Pilots, viewed the in-salon installation of screens large and small and described the latest product and equipment advances.
Treading salon’s new spa ground, our March 2000 “Strengthen Your Spa” issue sought to help spas solve their tenuous profitability equation by expanding retail, tightening overhead and payroll and generating sales of gift cards, still called gift “certificates.” This also was the issue that foreshadowed the medispa boom with an article, “Partnering with Physicians.”
Yet for all of the antiquated language and quaint naivete, so many solid business principles that applied then still endure today. Exceed the expectations of your clients. Get the most profit out of every square foot. Focus on client retention and maximizing every ticket as much as on new client recruitment. Serve as a role model of ethical and transparent behavior. Make it easy for your staff to pursue continuing education. Track every aspect of your business.
“SALON TODAY has always been about helping individual owners to set benchmarks for themselves and grow to the next level,” says contributing writer Stacey Soble, who was the magazine’s editor from 1999 to 2003. “In the business world, growth is the way you measure your success—growth of sales, locations and employees. Owners who want to stay small but profitable read SALON TODAY to gain ideas for being more efficient, carving out time for themselves or getting more recognition. That’s a different type of growth. Maybe you’ll get that new software system not in order to market yourself and grow sales but, rather, so you don’t have to spend all weekend doing payroll.”