Salon Today Recommends: Rewarding Your Loyal Clients, 6-Figure Success & Systems for Your Men's...
Denise Deering

Salon Today and Aveda Means Business are both dedicated to helping salons and spas grow and thrive, helping beauty professionals meet their full potential. Read how one salon thanks their long-time loyal guests through an annual guest appreciation event; how one stylist spent his entire career focused on the business of men’s grooming; and how a grass-roots effort stopped a bill that required cosmetology schools to reduce its required hours. Plus more!

For more information about Aveda Means Business, visit

Small Changes Equal Big Revenue at Guest Appreciation Event

Brenda Lee Caraballo and Jen Perlman have owned As You Like It Salon in Mary Esther, Florida, for 20 years. To thank their many long-time loyal guests they hold an annual guest appreciation event.

This year, they sold $13,000 in gift certificates and $16,000 in retail. Adding in the spa series packages sold, the total for the event this year was $35,000. This event is an extraordinarily busy day for the salon—read more about the deals they offer and their marketing strategies.

Laser Focus Brings Six-Figure Success

Denise Deering has been working as a colorist at Jutt Salon in Palo Alto for 23 years and produces $500,000 in retail and service revenue each year behind the chair—without an assistant. And for the past 16 or 17 years she has taking home a six-figure salary. All of this didn’t happen overnight though, she says she’s “learned through her mistakes.” Deering has certain rules for pre-booking, retail, and employs good habits and a routine. Here are some of ways she is successful; see if these work for you too.  

Aveda’s New Full Spectrum Demi+ Line Offers Shine, Versatility and Speed

In the past 15 years, technology has advanced in all areas of our lives. Beauty products have also continued to advance with technology and new formulas—especially hair color.

For the past two years, scientists at Aveda have been researching and formulating a new demi line to meet their colorists’ and clients’ needs. Fifteen years ago, Aveda’s last demi line—Full Spectrum Deposit Only Color Treatment—was released. Now, it’s time for Full Spectrum Demi+, which rolls out in early spring 2018.

The new line improves hair’s shine with certified organic kukui essential oil in combination with certified organic castor and jojoba oils. A customizable processing time is another improvement Full Spectrum Demi+ boasts. Depending on the end result desired, colorists can choose to process five minutes with a five-volume developer (full processing time for a sheer tonal result) or up to 20 minutes with a 10-volume developer for more opaque gray blending.

The Gold Standard: Sustainable Systems for Your Men's Business

Kurt Kueffner has spent his entire career focused on the business of men's grooming. In August, he launched The Grooming Collective with a collection of salons he put together across North America. “We’re focusing on classic growth benchmarks—pre-booking, retail per service, new client retention, etc.,” Kueffner says. “Men’s services are different. For example, we’re not looking for a 50% benchmark in color. There are different measures of success for haircutters with a male clientele.”

When salons signup to be a part of The Grooming Collective they’ll be guided by five books that Kueffner wrote with a key component in mind: attracting, developing, promoting and retaining good people long-term. The books are broken down into five categories: Career Path, Menu & Protocols, Apprentice Training Team, Coursework Catalog and Transcript.

Learn more about each of the five categories and Kueffner's vision.

#barbershopcolection #bespoke #mensdept #kueffnerworkshop

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Grass-Roots Effort Stops Bill to Reduce Required School Hours in Texas

Last spring in Texas, cosmetology schools were in danger of having their required hours cut down to 1,000 hours, leaving students with significantly less time on the salon floor.

Find out more about how the Texas Coalition's joint efforts helped stop the bill.

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