Smart Thinking, Straight Talk

2011 Business Forum: A Salon and Spa Owner Dialog
Reuben Carranza, CEO North America for P&G Salon Professional, urges salons to take back their clients by leading an exploration deep into the beauty consumer's mind.

LAST YEAR at the Salon Business Success Forum at America's Beauty Show, Reuben Carranza, CEO North America for P&G Salon Professional issued a rallying cry, "Take Back Your Salon Clients!" The learning session dove deep in the P&G data vault and offered owners enlightening information for unraveling the mysteries of today's beauty consumer and shed light on the non-salon companies vying for the beauty dollar.

In March 2011, that rally builds momentum at the 2011 Business Forum: A Salon and Spa Owner Dialog, sponsored by ABS and P&G Salon Professional, and powered by SALON TODAY. The forum will host three sessions designed to help owners grow their businesses through a better understanding of key client audiences, gain more of those clients' beauty dollars, retain more new clients and polish their leadership skills.

"At this year's forum, we will share P&G's expansive learnings about today's beauty consumer and how to attract her for both service and product sales," says Carranza.

"Our research shows that by focusing on your salon's core beauty shoppers-those clients who rely heavily on your expertise- and structuring your business on their experience in the salon, we will all win."

During the forum's first session, an eclectic panel of successful salon owners, consumer-shopping experts and beauty editors will guide an exploration into the minds and spending habits of today's salon clients.

They'll help attendees identify which beauty consumers make the best clients and discover how to exceed clients' desires and learn why clients buy or don't buy at the salon. A learning lunch following the session will allow attendees to network with peers and compare their own client observations and understandings.

Through an interactive session in sustainable leadership, the third session helps owners take this new knowledge home and implement new strategies in the salon. This session helps owners identify what leadership looks like today and how to sustain leadership behaviors. Finally, attendees will discover how the best leaders maintain a work/life balance.

The 2011 Business Forum will be held March 13, at America's Beauty Show in the McCormick Center in Chicago. Tickets for the class, which offers three continuing education hours and a one-year membership in Cosmetologists Chicago, are $150. For more information or to purchase tickets, visit

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