Show You Care
Clients connect with your business when you tap into the heart of the giving season. Paul Mitchell’s Give Beautifully Campaign, supported by all Mitch, Tea Tree and Awapuhi Wild Ginger gift sets, encourages stylists and clients to share on Instagram and Twitter why they give back or what they’re doing to make a difference. For every post tagged #GivingIsMyStyle, the company will donate $1 to charity.
Product Launches
Everyone’s looking for something to rock their style world—and their gift list! CosmoProf is dedicated to bringing you the industry’s latest technology to meet the challenge!
“In the past, products that provided texture weighed down the hair, so you can’t go back to the old products,” says Luis Alvarez, creative director at Aquage, which this fall launched Volumizing Fix Hairspray. Designed to transform flat hair into naturalfeeling, voluminous texture using just your fingers, Volumizing Fix holds the shape that you form with your hands. Lift, direct and spray. No heat tool or set is necessary.
“This takes seconds,” Alvarez says. “The difference between a salon and other retail environments is that you have a license to get your hands into the client’s hair. You can demonstrate a product and say, ‘Let me give you a set look without a set.’ And you can always brush it out and start over.”
Professional Prescription
“There are certain products I need to have to create the style, and I tell that to clients,” says Farouk Global Artist Rocky Vitelli. “Each of my clients walks out with our styler Pearl Complex and other products they see me use on their hair so that they can recreate the style and keep their hair shiny.”
Merchandising Eye-Catchers
Use window displays to invite passersby to holiday shop in your salon. Paul Mitchell’s Salon Floor Merchandiser stocks a gift assortment to give clients—and potential clients—a self-shopping experience.
Prebook for 2016
“After the holidays, clients tend to appointment-stretch to February, March or even later,” observes Obliphica Director of Education Colleen Camp. “Smart pre-booking during the holidays can increase your income by at least 30 percent in the new year without adding a single new client. Offer an incentive gift to prebook. When 70 percent of clientele are prebooking, it creates a culture that encourages the remaining 30 percent to do the same.”
Add-On Enthusiasm
“Promote two services at once,” advises Stephanie Polansky, director of education for Sexy Hair. “A 30-minute updo service provides the perfect opportunity for a little luxury treatment before a party—a paraffin dip, manicure, arm facial, foot and leg massage or be creative! When you make it a package, it helps the client focus on herself at this stressful time of year.”
Online Partners
Promoting strategically online connects you with clients—and their friends! It can really multiply your reach, notes Melissa Hoogendoorn, senior marketing executive at Venique.
“Get involved on social media and with online retail partners such as Loxa Beauty,” Hoogendoorn advises. “Clients do so much research and trend-seeking before even setting foot inside a salon.”
Tap Into Trends
“Start with a theme like ‘Be Well Holiday 2015,’” suggests Kendall Weatherman of Pevonia. “Get your staff onboard to post tips online and throughout your salon or spa on how to stay wellnessfocused, manage holiday stress and make healthy lifestyle choices, including regarding skin and body care.”
Remember that this is the most difficult time of year for clients to set aside “me” time. By recommending wonderfully scented products that relax the body, you’re giving clients the best gift.
Chapped Lip Relief
“No one wants chapped lips this season!” says Pharmagel’s Jennifer Jeziorski. Keep your lip treatment displays near checkout for an easy impulse buy. Clients love discovering a better lip balm!
Fan Faves
A “Top Hits” display can bring in a lot of revenue during these high-traffic months. Clients can pick up their favorite product not only for themselves but also as gifts.
“The exclusive products and promotions that we created for CosmoProf this holiday season are built around trends and the overwhelming demand to bring back our Limited Edition Warm Vanilla & Cashmere Herbal Body Moisturizer, which was introduced in 2014,” says Joseph DeMartino, Hempz director of marketing, product development and public relations. “We feel that the holiday would not be complete without this formula in every salon client’s hand.” Combining warm and calm tones that leave the skin feeling luxe-soft, smooth and hydrated all day long, this Hempz moisturizer is formulated with Triple Moisture Complex, which also is contained in the brand’s best-selling moisturizer Triple Moisture Herbal Whipped Body Crème.
“You might assume that today people buy online,” notes Cuccio President Patricia Freund. “But it’s just as convenient for them to purchase at your salon when they come for services. Immediately following a nice service, clients are relaxed and open to suggestion. By pointing out gifts, you’re helping your client manage the holiday shopping stress.”
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Originally posted on Modern Salon
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