The launch of each Gene Juarez look introduced the salon's online magazine readers to the artists and products that were used to create it. 
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The launch of each Gene Juarez look introduced the salon's online magazine readers to the artists and products that were used to create it. 

According to businessdictionary.com, marketing is the management process through which goods and services move from concept to the customer. 

Several years ago, Salon Marketing was one of the most popular categories in our SALON TODAY 200 salon business recognition program. Most applicants were eager though to show was the marketing materials they created as much as they wanted to talk about the success of their programs, so we launched a spinoff recognition program.

STAMP—or SALON TODAY’s Annual Marketing Program—showcases the best in salon marketing from several diverse categories, including traditional marketing, digital marketing, marketing campaigns, branding and in-salon marketing. 
The 2019 STAMP celebrated 33 honorees in 24 different categories, including a few new categories: Influencer Programs, Gift Box Programs and Television Appearances. 

Here is one of the honorees for Overall Coordinated Campaign:

Spring + Summer Trends
Gene Juarez Salons & Spas
Bellevue, WA 
Owner: Transom Capital

For Gene Juarez’s Spring + Summer trend launch, the salon’s artists created four looks. Rather than revealing all the looks at the same time, Gene Juarez’s marketing team launched each unique look two weeks apart.

When users opened GJ Experts, the salon’s online magazine, they could meet the artists behind the look, discover the services and products used to create each one, and view footage from the photoshoot. Before-and-after photos, behind-the-scene-shots and videos were strategically featured on the salon’s Facebook, Instagram, Instagram Stories and Twitter.

Instead of releasing a seasonal collection of trends, Gene Juarez chose to strategically roll them out one at a time, with corresponding videos and social media posts to celebrate the creation of each look. 
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Instead of releasing a seasonal collection of trends, Gene Juarez chose to strategically roll them out one at a time, with corresponding videos and social media posts to celebrate the creation of each look. 

Each time a new trend launched, the corresponding video was shared on the website’s homepage. In-salon signage explained how to get each look, calling out the products used. The videos also were added to the televisions integrated into retail areas of each of the salon’s 10 locations. Signage was also featured on the salon’s windows, grabbing the attention of all passersby. 

“With the release of each look, website use increased by 2,000, with the majority of interest coming from new users,” says CEO Scott Missad. “Time spent on the trend pages had the longest browsing history since the launch of the online magazine itself. This campaign delivered an overall peak in brand visibility with new users and increased general engagement.”