Putting Salons at the Clients' Fingertips


In early January, Procter & Gamble announced the launch of BookUrLook, an exclusive, yet free new Facebook application that connects people with their stylists like never before. For the first time, clients can now schedule appointments, search stylists' portfolios, share ideas for hair looks and communicate directly with the stylist between salon visits for care and styling advice. CLICK HERE to access BookUrLook.

Inspired by the idea of a 24/7 stylist, BookUrLook is launching exclusively with nine premiere New York City salons, including Pipino 57, Pipino Nolita, Hiro Haraguchi Salon, Christopher Crabaugh Beauty, Ricardo Fojas Salon, Alma G Salon, Le Salon d'Art, Red Market Salon and Mario Diab Salon. These salons will post news, promotions and new service techniques, offering more value to their clients. Best of all, immediately following their appointment, clients will be able to upload photos of their "new" look directly to Facebook from the salon.

"The development of BookUrLook was motivated by consumer research confirming that women use social networking sites when looking for a new hair style, cut and/or color. They look to their friends for inspiration and enjoy sharing hair tips and ideas with one another," says Charlie Chappell, associate markieting director, Procter & Gamble. "BookUrLook leverages the power of consumers' social networks, by seamlessly connecting them with their two top influencers—friends and stylists. Moreover, most women will say that their best hair day is after a salon visit; it's the perfect time to update their social profile."

Procter & Gamble worked with GramercyOne to create BookUrLook, which works in conjunction with GramercyOne's SalonBooker to drive clients to salons through Facebook. BookUrLook revolutionizes how salons use social media by offering customers a visual way of choosing a hair style online, and scheduling their appointment directly in Facebook.

Putting Salons at the Clients' Fingertips

The dynamic application helps salons reach new consumers, serves as a forum to showcase their creative abilities through stylist portfolios and leverages the word-of-mouth recommendations spread through Facebook. BookUrLook helps drive loyalty among existing clients by giving them 24/7 on-demand booking options to meet their busy lifestyles.

"I've integrated BookUrLook into my business model as I believe that it will enhance my clients' salon experience and revolutionize the way salons utilize social media tools," says Ric Pipino, celebrity hairstylist and owner of Pipino salons at 57th Street and Nolita. "I'm passionate about my client' hair—both inside and outside of my salons—and I want them to feel like I'm available whenever they need me."

Beginning January 10, users can "Like" BookUrLook on Facebook and access the online reservation tool at www.facebook.com/BookUrLook. While BookUrLook is destined to fan out across the U.S. eventually, in the interim, SalonBooker customers can take advantage of an integrated Facebook application to offer scheduling and gift certificate sales to cleints, anywhere, at any time.

For reprint and licensing requests for this article, Click here.