Salon Today

July 2014

The Technology Issue: The Age of the Digital Director

In the 1960s and '70s, it was in vogue for salons to hire Artistic Directors. In the 80s and 90s, salons rushed to employ Color Directors. Today, savvy salons, both big and small, are tapping Digital Directors to help them develop an online voice for their brand, manage their social media and formulate the salon's strategy for digital communications.

In SALON TODAY's special technology issue, we profile six salons--Arrojo Studio, Mario Tricoci, Intrigue Salon, Schardein's, Maxime's Beauty and Salon Grego--and meet their digital directors. Plus, learn the results of our groudbreaking 2014 Salon Technology Study, generously sponsored by SureTint and leverage our 2014 Software and Technology Guide to link to the latest tech companies that help salon and spas prosper.

In This Issue


The Rise of the Digital Director

Stacey Soble | June 30, 2014

Today's salons are clamoring to hire Digital Directors, bright, savvy, educated staff who establish their brand's digital voice and manage all the salon's digital communications. Meet the digital directors of Arrojo Studio, Intrigue Salon, Schardein's, Salon Greco, Maxime Beauty and Mario Tricoci.


Digital Directors: Megan Bueschel and Kelly Ehlers

Stacey Soble | June 30, 2014

Mario Tricoci's Larry Silvestri and Megan Bueschel bring in Evoke Brand Strategy's Kelly Ehlers to help their styling team develop their own professional Instagram pages and develop a hashtag strategy.


Digital Director: Andrew Arrojo

Stacey Soble | June 27, 2014

In 2005, Nick Arrojo lured his brother Andrew Arrojo across the pond to help him manage the Arrojo brand -- that decision eventually led to Andrew becoming Arrojo Studio's digital director.