“We know it’s a sensitive subject for both the client and the stylist, who may feel uncomfortable raising the issue. So we partnered with psychologist Dr. Stephen Franzoi to develop educational materials advising stylist on ways to engage their clients in these conversations. These materials give practical and pragmatic ways stylists can discuss the issue of hair thinning. We’ve also noted the crucial importance of the consultation and assessment. Nioxin provides techniques and tools for broaching the subject—sometimes we just need to know what to say. It’s more likely than not that the person in the chair has a thinning concern—so it’s actually a bigger opportunity in the context of the salon than color based on usage. Nioxin DiaMax is an immediate results hair thinning solution, which can provide increased revenue opportunity for the salon and the stylist.”
SALON TODAY: How can owners and stylists learn more about DiaMax?
“We’ll have a number of tools available following the January 2012 launch. Today though, stylists and owners can go to our website, nioxin.com for links to testimonials, hints, tips, e-learning opportunity and a digital version of the Client Confidence brochure. We’re also partnering with Facebook to do something that’s never been done before.
"Prior to the launch, from December 1 to January 2, Nioxin will host an online sweepstakes via a microsite, DiamaxEffect.com, where stylists and consumers can enter for a chance to win their own full-size DiaMax sample, which retails for $50 each. Over the course of the sweepstakes, Nioxin will be giving away 20,000 DiaMax samples, which is $1,000,000 worth of product. To enter, consumers will be required to nominate their nearest salon. In January, the nominated salons will receive postcards from Nioxin notifying them that a client has 'nominated' their salon."