The Constant
Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.
by Stacey Soble
10 Tips for Retailing a Personalized Brand
With the benchmark of retail success in this industry hovering around an ambitious 30 percent of total receipts, it takes some effort for a salon to fulfill its retail potential. When your business carries a personalized brand, all the general ...
July 10, 2011
3 min to read
With the benchmark of retail success in this industry hovering around an ambitious 30 percent of total receipts, it takes some effort for a salon to fulfill its retail potential.
When your business carries a personalized brand, all the general guidelines that govern effective retailing still apply, according to Falina Marihart, a retail specialist with EKO Marketing & Design, which works with Aware Personalized Branding to create customized merchandising and marketing materials that support personalized brands specifically for salons and spas. Marihart identifies 10 principles to follow:
Select products that have quality and value.
There's no faking the formula; you clients will purchase only fairly priced products that do a great job. This where a company like Aware Personalized Branding really stands apart from other manufacturers. Aware has the experience and extensive industry involvement to continually provide the most current product innovations in the industry.
Develop a consistent, coherent brand.
Know who you are! Your brand should identify you and communicate your beliefs about providing salon services. "'Hair by Jan' is not a brand," says Marihart.
Create an attractive logo and appealing product packaging.
If you have a clinically driven medispa, make sure the label looks clean and sleek. If you brand skews more homey/comfy, dress your products to deliver that message. Aware Products provides a diversity of packaging and graphics options to mirror any salon brand.
Invest in professional photography.
Everything you print up, from window banners to newspaper ads, should communicate your commitment to high quality. "You're competing with store brands," Marihart reminds store owners.
Use only professionally designed marketing materials.
Your business cards, salon menus, direct mail pieces and website represent you to the world. Anything short of top-flight fails to convey how highly you regard your clients and how seriously you take your products and your brand.
Optimize the use of in-store space.
"Make sure you have an adequate amount of signage in your salon," cautions Marihart. "Mix it up with posters, banners, framed signs, window art, mirror clings, mural prints, shelf-talkers, and point-of-purchase displays." At the same time, don't overdo it! "Keep it focused, not cluttered," she adds.
Conduct product knowledge training.
"When it comes to moving product, your stylist must use it, believe it and sell it!" Marihart asserts.
Work your client base.
"Make sure you have the digital means to reach your clientele," recommends Marihart. The ability to track your clients' purchases will bring you to the next level of retail sophistication, enabling you to employe cost-effective, targeted e-blasts, website promotion and direct mail.
Keep your website updated.
Clients have come to rely on the accuracy of online information. Ideas for regular updating include maintaining a "what's new" section, featuring a "special promotions" page, incorporating a blog or designating an announcements box on your homepage.
Reach out.
Charitable and cultural events, school presentations and business partnerships are just some of the ways to become part of the fabric of your neighborhood.
Marihart advised salon owners to designate a person who's responsible for coordinating the promotional efforts. "Often, that's the manager, but it can be a stylist who enjoys this," she says. "Where salons sometimes go wrong is that they start doing it piece by piece, using different vendors and lacking any big-picture marketing campaign. There can be a fear that a full campaign will cost a lot of money. But crafting a well-thought-out plan will be more effective and save you money in the end."
Subscribe to Our Newsletter
More Salon Management
The Most Wonderful Time in Salons and Spas
Planning is in full swing for the most anticipated events and promotions for the 2026 holidays. As owners share their favorite ways to celebrate, they prove that a carefully planned event can also build culture, increase client loyalty, boost sales, and set a business up for a successful 2027.
by Stacey Soble
Leading with Empathy, Humility and a Mastery of Systems
When things run amok at Mane Attraction Salon, Owners Chris and Jenny Knudsen say General Manager Sami Hernandez is their go-to resource and ultimate sounding board. Meet Sami in this installment of Meet the Manager.
by Stacey Soble
Pagoda Brings AI-Powered Operations to Skinovatio Medical Spa Locations
Pagoda, a new AI-native operating system for scheduling, payments, patient records, marketing, and client communications, launches at Skinovatio Medical Spa in Arlington Heights, Illinois.
by Staff
How Women are Rewriting the Rules of Grey Hair
At a panel discussion hosted by L’Oréal Professionnel in Paris in early July, French Philosopher Sophie Galabru explored the cultural shift where women are increasingly choosing natural, personalized color results over traditional grey coverage. In an exclusive interview with SALON TODAY, Galabru and L’Oréal Professionnel Colorist Pierrick Beringer discuss this shift and how salons and colorists respond.
by Stacey Soble
Warm Leadership and Analytical Precision
At Salon Blonde, Director of Operations treats the staff as the salon's most important guests, while her wonderful 'nerdy' side, loves data, systems, and numbers. Find out how she makes Salon Blonde tick.
by Stacey Soble
Trotting the Globe, Forging Connections, Fostering Artistic Creativity
In an exclusive interview with SALON TODAY, Salon Owner Salvatore Minardi reflects on his past 18 months as Intercoiffure America Canada's World Talent Exchange Ambassador and how his experiences will help encourage cultural and artistic exchange and support greater engagement between ICA and the global organization Intercoiffure Mondial.
by Stacey Soble
Client Retention Guidebook
Everything you need to know about client retention as a salon owner.
Success Grown from Within
Owner Shelby Bills says her general manager, Sydney Osborne, reminds her of the power of leading with heart. Find out how Osborne became a great leader in our lastest installment of Meet the Manager.
by Stacey Soble
How Salon Leaders Can Process the Pain and Lead Forward When a Team Members Leaves Unethically
In her latest blog, Kati Whitledge identifies the five stages salon owners go through when a team member leaves the salon unethically, offering advice for each stage.
How AI Is Closing Revenue Gaps for Salons and Spas
The beauty and wellness businesses pulling ahead aren’t just working harder—they’re using AI to capture demand, personalize pricing, and convert more of every guest interaction into revenue. Here’s what the benchmark data reveals about the growing gap between AI adopters and everyone else.
Sponsored by Zenoti
The Premium Talent Magnet: The Modern Salon Playbook for Attracting Six-Figure Stylists
Stop chasing recruitment ghosts on generic job boards and start curating an elite team. Discover the framework that top-tier salons use to bypass phone tag, automate visual portfolio vetting, and attract high-earning, culture-first beauty professionals directly through real-time messaging. Turn your recruitment process into an exclusive brand invitation that keeps your highest-ticket chairs permanently filled.
Sponsored by Beautista
Five Revenue Leaks Hiding in Your Salon
Your calendar looks full, but is all of that demand actually converting to revenue? From phantom rebookings to underpriced peak hours, the 2026 Benchmark Report exposes five revenue leaks that most beauty and wellness businesses don’t even know they have.
Sponsored by Zenoti
The Heartbeat of Zandi K's Success
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
by Stacey Soble
Rethinking Retail in the Era of E-Commerce
In a world dominated by e-commerce, salon owners push back with proven strategies to increase retail sales while motivating team members to educate their clientele and delighting clients with retail-themed events and clever merchandising displays.
by Stacey Soble
The Harper Ellis Hair Co. Certification Program Teaches Stylists a Smarter, Safer Way to Install Extensions
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
by Staff
The Micro-Salon Blueprint: How Kat Scott Quadrupled Income by Maximizing Her Suite
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
by Staff