Paso Robles, California
Owner: Jacque Leonard
To ensure that her team were not only on board, but also very excited, about bringing the R+Co product line into the salon, Leonard planned a product launch, offering local wines and a catered dinner while the team was educated on the line.
Three days later, the salon introduced the line to guests through its Third Thursday retail event, a monthly salon event offering 20% off all retail products and boutique clothing. The special event was promoted through email newsletters and a social media campaign on Facebook and Instagram.
The salon served drinks and appetizers that were inspired by R+Co’s names and ingredients. For example, the Gemstone Fizz was inspired by Gemstone Shampoo & Conditioner formulated with hibiscus flowers, and the Aircraft Bellini was inspired by the papaya used in the Aircraft styling products.
“Telling the retail story this way made it fun for the guests and the team, and our sales through the launch period were record-breaking, exceeding our goal by 30%,” Leonard says.