Once a quarter, an art director swaps out the works by local artists that hang on the 20 ft. walls, so clients always have something new to see, and stylists move stations monthly to keep things fresh and interestingfor clients and stylists alike.
“Although the state requires five feet of space from center to center of each styling station, we allowed for seven feet, and we created huge walking spaces so that stylists were not back-to-back, feeling crowded,” explains Nunes. “You will never see stations littered with products at Blo, because all the stations are recessed into the half walls, and we have no hooded dryers or processing lamps. This keeps the space looking and feeling more like a gallery than a hair salon.”
The expansion allowed Blo to add a second color bar at the other end of the space from the original bar. This gives the salon the ability to serve 16 guests at once for chemical services, but only eight at each bar, which maintains client intimacy. “One forward thinking idea for us was to include the retail area and the color area in the same place, so the captive color crowd has products within site and can take advantage of marketing opportunitites,” says Nunes. “We also wanted reception to be in full view of the chemical area. While this seems like it wouldn’t make sense, in fact only about 40 percent of salon clients get color. We felt if more clients saw guests enjoying the service, they’d be more likely to enter in a dialogue with their stylist about color.”
Two new profit centers are a waxing room and the make-up area. Since Blo only performs facial waxing, Nunes created a beautiful glass room with no door, which invites guests to inquire about the service. For the make-up area, the retail display for the line is department-store quality and the application stations resemble that of a guests’ bathroom vanity. A 19-inch monitor that separates the two stations educates the guests on application techniques as well as cosmetics promotions. “This has increased our retail sales by 25 percent in the first quarter.”