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
Offense vs. Defense in the Beauty World
In business management, just like in sports, there are leadership moves that take the offense and ones that are defense. What's the difference? Coach Jen LeBlanc opens up your mind to the possibilities.
by Staff
January 20, 2025
3 min to read
Our beauty industry is evolving at rates faster than we have ever encountered before. Trends are changing, the business side of beauty is growing in unimaginable ways, and yet there are many that are slow to adjust to the roll.
Make 2025 a year of playing offense instead of a year of being “reactive” only playing defense. Spend this year not just dreaming of all the things you would love to change in your business, but a year of doing.
Think of offense as strategies that are aimed at gaining new customers, expanding market share and disrupting the competition. Salons that adopt an offensive strategy focus on growth, innovation and establishing a strong competitive advantage.
Some offensive tactics might include:
How about enhancing your hair extension offerings? Are you in the market for adding an additional method?
When was the last time you evaluated your salon / spa’s pricing structure
Is there an opportunity to grow more leaders within your company?
Are you actively recruiting? Is recruitment marketing part of your daily? (doesn’t mean you are always hiring)
These are just a few examples of offense that helps move your company’s need forward. Offense is an abundance mindset that will attract others and help create an environment for those within your care to thrive.
Defense is built on maintaining what you have. Defensive strategies are aimed at maintaining current market share, protecting existing customer bases, and guarding against competition. Salons and spas adopting a defensive approach tend to focus on protecting their position in the market and responding to external challenges.
In the beauty industry, successful brands often balance both offensive and defensive strategies to stay competitive.
For example:
Offensive: A spa may launch a new line of skincare products targeted at a younger, more eco-conscious demographic to capitalize on a trend.
Defensive: At the same time, spa might enhance customer loyalty by introducing a rewards program for long-time customers, ensuring they don’t lose their existing base.
Let’s make 2025 a year of forward thinking, a year of growing more leaders, and a year of making a memorable impact for those that are in our care. Let’s get growing.
About the Author: Jen LeBlanc is a 15-year salon industry veteran who serves as the Operations Officer at both Salon Rootz and Endz Salon Studios, located in Medina, Ohio. Salon Rootz is an 11-time SALON TODAY 200 honoree and a 10-time STAMP honoree. Jen has a passion as well as an infectious drive, to help the salon industry with innovations for growth and profitability. Using her background in marketing, e-commerce, SEO, web creation, graphic design, and her heart for the salon industry - Jen looks to elevate others. Jen is also a lifelong learner, a pursuit that has led her to join the 124Go Coaching and Consulting team. With 124Go, Jen has a greater opportunity to inspire and create strategies that will help you, your team, and your company achieve new milestones. Together, we get growing!
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