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SEARCHAs my plane wound its way west from Cosmoprof, the flight attendants came up the aisle offering beverages. In preparation, I lowered my tray table, only to find it entirely covered in a bright purple image that turned out to be an advertisement ...
As my plane wound its way west from Cosmoprof, the flight attendants came up the aisle offering beverages. In preparation, I lowered my tray table, only to find it entirely covered in a bright purple image that turned out to be an advertisement for granola nut clusters. I admit I was hungry, and my first thought was of excitement that we’d be getting a snack of some kind, but I soon learned my Diet Coke wouldn’t even have a measly peanut or pretzel accompaniment.
As my stomach grumbled, I sat there studying the ad, discovering I could text a six-digit number for a sample of granola goodies. Now, keep in mind, my flight was in mid-air, so texting actually would be in violation of FAA regulation, but it was an option. In the small confines of my row, I grew more uncomfortable as I realized I couldn’t escape the ad—actually, six of them if you counted the whole row of tray tables.
Now, my parents have been publishers of a community newspaper for nearly 40 years, and I followed them into journalism, eventually combining passions for writing and beauty in my own career. It’s a fact that my entire life has been dependent on advertising. I get that, I respect it and, on a daily basis, I even fight for it.
Michael Baker, educational director for Neill Corporation, describes the salon station as a 5’x5’ stage on which a stylist performs in front of the audience—the clients. For those of us who spend our days balancing caretaker roles with professional lives, this stage also becomes a sanctuary. There is a way to market to customers within this personal space, without being too intrusive. In fact, PBA's Business of Beauty study revealed that not only do 88 percent of clients not mind being educated about retail products, they expect it as part of the experience. If done well, marketing is not only educational, it’s helpful and appreciated by the audience.
On the second morning of Cosmoprof Symposium, a panel of eight industry experts delved deeper into the eight steps of retailing that came out of the study. While discussing how to offer strategic solutions, Regis’ Norma Knudsen described bookstores that feature displays of reading recommendations from their employees. She suggested that stylists, in a similar fashion, could select a personal product pick, and feature it on their station with some simple signage saying, “Ask me why this is my favorite product.”
Bonnie Conte, owner of Avalon Salon and Day Spa in Deer Park, Illinois, also was on the panel and added that she turns the personal product pick into an impromptu activity at staff meetings. She gives the staff about 90 seconds to run to the shelves and pick out their current favorite product. She then asks the stylists to come back to the group and describe the product as if describing it to a client—a little roleplaying that reinforces product features and benefits. Conte then encourages her staff members to place their pick at their stations—if they can sell six of their favorite pick during the day, they get to take home the bottle displayed at their stations at the end of the day. It's an easy, fun and clever approach to retail that delivers results without being intrusive.
Speaking of personal product picks, have you voted yet for MODERN SALON’s Professional Picks? Be part of the process in determining the hottest products of the year. Vote by visiting modernsalon.com/vote.
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.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
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.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
