“People want to try higher priced salons, but they’re scared,” says Massachusetts spa owner Maria Lekkakos, president of Salon Week and partnering on the project with Marc Harris, who owns three Boston-area salons. “If someone is paying $30 but not getting what she wants, Salon Week will enable her to experience a premium salon service. Afterward, she may decide to spend that extra money to continue getting what she wants, or she might trickle down to a different price point in the same salon.”
For a membership fee of $699, salons list their profiles on the Salon Week website and receive merchandising and press materials. Professional product brands will support the endeavor with special pricing, according to Lekkakos.
A focused week creates excitement for the entire industry. “This is one event that has everyone doing it together,” Lekkakos continues. “It’s great to see everyone in the industry getting along. When we started talking about it, the industry loved it because it’s a fun event.”