Thursday, April 30, 2015
5 Ways to Market for Mother’s Day
We all know Mother’s Day is coming and, as with all commercially based, celebratory holidays, your salon should be reaping the benefits. With the day taking place in just under two weeks, on the 10th of May, there’s still time to implement some premier promotions to help your salon capitalise.
Unsure of how to utilise the day to your advantage? See our top 5 tips in making Mother’s Day a marketing gold mine.
1. Partner With Businesses That Cater To Men
Mother’s day is the one time of year where it pays to cater to a male market, advertising to fathers and sons looking for a gift for the women in their lives.
Partner with businesses that traditionally cater to men, showcasing your mother’s day specials in restaurants, gyms, barber shops and other businesses with male patrons. You can repay the favour on September 6th (Father’s Day, if that wasn’t clear).
2. Offer Salon Bouquets and Gift Baskets
Make up your own salon bouquets to give in lieu of flowers, or go with the always tried and tested gift basket. Retail products, gift cards and other salon treats, designed in a particularly eye-catching way, can be both a special and practical gift idea. Create bouquets for different hair necessities and types for the ultimate covetable gift.
3. Market a Mother Daughter Experience
Offer a pampering package for two, allowing your clients to give their mothers the gift of quality time – and your services. Have a range of different services on the menu, incorporating beauty and spa treatments when possible, and treat both mother and daughter to a day of luxury.
4. Include The Extras
Specialised mother’s day gift bags, wrapping paper, greeting cards and other fun extras could be an additional incentive in purchasing your products and services as a Mother’s Day gift. Offer these extras with purchase or make them available to buy at the register.
5. Share on Social Media
Having your specials front and centre in the salon is one thing, but promoting them heavily on social media allows you to access clients and potential-clients who won’t necessarily be in salon in the next week and a half. Promote your specials, bouquets, retail options and special packages online and on all your social media channels for maximum impact.
With all your Mother’s Day Specials, promotion and access is key. Window displays, gifts at the counter and signs at the chair itself will show off just how much you have on offer – be it specials, retail packages or discounts to mark the day.
Don’t let this marketing opportunity pass you by, and to all the mothers out there – happy Mother’s day!
The Shed Hair and Beauty: Interiors Inspiration
The Shed Hair and Beauty in Manningtree, Essex proves that salons come in all shapes and sizes – even in the form of ‘a big orange shed’!
It took just two weeks to turn the humble back garden business into a glitzy, chandelier-strewn salon; a space that owner Jessica Wilson is rightfully extremely proud of.
She explains: “A big orange shed came with my house and I could instantly see its potential as a workspace. I tarted it up to the best of my decorating abilities in order to just work by myself and do a bit of hair from home.”
Although it was doing the job, Jessica had bigger plans for the Shed and in August 2014 she began planning its overhaul.
“I paid lots of trips to hotels, cafes and other salons to gather inspiration,” she says. “I liked the feel of my favourite clothes shop, All Saints, with a stripped-back, uncluttered, grown-up look.
Inspiration came from the most unusual places – cute coffee shops in Yorkshire and even the cinema. The seating in there was exactly what I wanted as a waiting area and was perfect as a space-saving solution.”
Although space was at a premium, the redesign also allowed Jessica to include a beauty room at the front after moving an interior wall. “The biggest task was to make sure that every inch of the salon was used well,” she says. “Glynne from Detail Design Studio drew out option after option on auto CAD, so we could really test the space prior to any work starting.”
The salon closed its doors for two weeks while the transformation took place, before Jessica could throw open the doors to her own small slice of hairdressing heaven in her back garden.
A smoky grey crystal chandelier – her favourite piece – is a show-stopper, while grey-brown paint, antique mirror-effect wallpaper and a mirrored sliding door to the beauty room open up the space and create a light, spacious feel. A reclaimed oak beam takes place down one wall, adding a subtle sparkle thanks to silver solder melted into the cracks.
See all of the pics for yourself here: http://bit.ly/1dtQrEE
The Shed Hair and Beauty: In BriefName: The Shed Hair and Beauty
Address: 14 Munnings Way, Lawford, Manningtree, Essex
Owner: Jessica Wilson
How long have you been in the premises? Six years
Number of staff: 2
Number of styling stations:2
Design by: Detail Design Studio
What was the most expensive part of the refit/refurb? Insulation and plastering.
What was the best buy? Reclaimed cinema seats and the oak beam
Tuesday, April 28, 2015
With Drybar, a Curly-Haired Girl Wages a Global War on Frizz
About 18 people gathered in a semicircle inside Drybar’s new location in the meatpacking district of Manhattan. It was mid-December, and in the previous weeks they had been trained in the fine art of giving the greatest possible blow-dry. They knew how to create the beachy rumpled look of the Mai Tai blowout and the sharp, pointy, uptightness of the Straight Up; they knew how to make you look like an extra from “Steel Magnolias” with the Southern Comfort. They could twist your hair into an Uptini, if that was your need on a particular day. They knew how to turn around the salon chair with a flourish so that the customer, who up to this point had been too mesmerized by watching “The Devil Wears Prada” on a big-screen TV to notice what was being done, could see her hair, shiny and smooth, in the mirror on the wall behind her.
As Drybar’s founder, Alli Webb, sitting atop the bar to greet these new employees, likes to say: “We’re not selling blowouts. We’re selling happiness and confidence.”
The next day, this new Drybar would open. All the appointments — 200 blowouts — had been booked for days. This was Drybar’s 39th store. It would open its 40th within just a month, on the Upper West Side. A blowout is a diabolically ingenious product: it can be undone and destroyed simply by adding drops of water. The top three blow-dry chains — Drybar, Blo and DreamDry — have more than 100 locations in the United States so far. As recently as 2007, there was not even one. The feeling of “happiness and confidence” that comes with smooth hair is real, but it creates its own self-perpetuating need.
Ms. Webb didn’t invent the modern blowout, but Drybar is the largest chain in the United States. Its growth suggests something of a holy war on frizz, one neighborhood at a time.
Ms. Webb, who is 40, came to Manhattan from Irvine, Calif., where the company is based. She attends all of the store openings, to meet the new stylists, tell the origin story of the company and relate to them how badly she wants Drybar to keep its mom-and-pop feel. She sat cross-legged on the bar — that’s the counter where women sit to have their hair blown dry; everything in Drybar, from the coaster gift certificates to the Happy Hour shampoo is real bar-themed — and began by asking the new stylists what they would have been in another life. One woman, who would have been a “celebrity stylist and/or a ballerina,” came to Drybar because she had worked at a salon that forced its workers to wear khaki pants and white button-downs and where stylists weren’t permitted to talk to one another on the floor. At Drybar, you can talk to your co-workers, and you can wear anything, as long as it’s black or white or yellow or denim.
In just five years, Ms. Webb’s business has grown to a $50 million-a-year enterprise. (That was in 2014; the company says it is on track to generate $70 million in revenue in 2015.) This was not what she imagined growing up in South Florida. Back then, a young Ms. Webb (nee Landau), was forced to contend daily with her hair, which was wavy, and in humid Florida, very frizzy. She says her poor mother deployed all her upper body strength to blow it dry for her, running a brush and hair dryer simultaneously from crown to end, crown to end, but her mother didn’t excel at this. She left what Ms. Webb calls “ridges” near the crown of her head. “How could you, Mom?” Ms. Webb would ask, she remembered with a laugh.
Ms. Webb meandered a bit after high school. She dropped out of Florida State University after a year, and then worked with her brother for a while in retailing. She enrolled in a beauty school in Boca Raton and, after she graduated, worked for great hairstylists, like John Sahag, a pioneer in dry cutting, which is what it sounds like. “That was like blow-drying boot camp,” Ms. Webb said.
After trying public relations for a while, she married Cameron Webb, and they moved to Santa Monica, Calif., where he became a creative director at Secret Weapon and she says she was happy as a stay-at-home mother. But eventually Ms. Webb itched to leave the house. She started a mobile blow-drying business, posting an ad to her local mothers listserv, naming her price at $40. She was flooded with emails. Mr. Webb made her a website.
Soon, she was busy — overbooked, in fact. Customers were hooked. The experience was far different from a badly lit Supercuts with children on booster seats screaming through haircuts. And it was cheaper than salons that charged $65 to $85.
The idea started percolating. She went to her brother Michael Landau, who ran a commercial real estate company, and asked for a loan for a bricks-and-mortar shop in Brentwood, where most of her clients already were.
Mr. Landau, who is bald, was skeptical.
“I explained to him that there’s girls like me, who have curly hair, who have been figuring out this their whole life,” Ms. Webb said. “Basically, I was like, I think if the price is right, I think women will do this much more regularly.”
The Webbs put their $50,000 in savings into it. Mr. Landau put in $250,000. They teamed with Josh Heitler, an architect who was helping Mr. Landau with a hotel opening, for a “French, shabby chic” look. Mr. Webb took care of all the creative directing: typefaces, the buttercup yellow on gray background for all printed materials, the coasters.
Ms. Webb focused on the experience. She didn’t want clients looking into a mirror, because “you only need a mirror for cutting.” Otherwise, the mirror is just a way to feel bad when your hair is wet or pinned up in an awkward way for the duration of the blow-dry. “I knew the spin would be the thing,” Ms. Webb said.
She wanted everyone to be offered a drink, be it water or Champagne. She wanted the client to be pampered. And she wanted televisions, big screens right in the line of sight of the client, playing estrogen-soaked fare like “The Notebook,” with subtitles to counter the roar of the dryers. And then there was the actual blowout: Start from the front hairline, since the front is the first thing people see. About a week before the first shop opened in February 2010, a DailyCandy article about Drybar turned the trickle of appointments into a flood. That first day, she arrived at her new shop and called Mr. Webb and Mr. Landau, who were not yet there. She cried into the phone: “You’ll never believe what’s happening here.” The place was full, and the bookings were coming in quickly. The store was a hit.
That year, they opened three more stores in California, before expanding the next year to Texas, Arizona, New York and Georgia, and later to Washington, D.C., and on and on.
Drybar now has 3,000 employees. There is a line of styling products, hot tools and brushes, sold in the Drybar shops and at Sephora. The company has about 50 investors, many of whom began as clients, like the actress Rose McGowan, and Alexander von Furstenberg, who got in touch about investing after he picked up his teenage daughter from a Drybar shop where she was getting a blowout. “I was like, wow, this place is so well run, just the execution, you know, everything,” Mr. von Furstenberg said.
Mr. Landau, the skeptic, said that initially he had just wanted to support his sister and “would have been thrilled to get the initial investment back.” But he left his company to work with Drybar full time soon after the first shop opened. He is now chairman of the board, with John Heffner, previously of O.P.I., the nail polish company, replacing him as C.E.O. Ms. Webb’s whim had become a full-fledged business.
Drybar’s next move will be a return to its mobile roots. In May, Drybar will release an app called Dry on the Fly: A satellite will locate you and a Drybar-trained stylist will show up and give you a blowout for $75. The company plans to open 12 to 15 new shops this year: Locations in Houston and Beverly Hills just opened. The expansion to Toronto, and to foggy, frizzy London, will follow. On rainy days, Drybar provides customers with a free umbrella. “The writing was so on the wall my whole life,” Ms. Webb said. “It just took me a long time to figure it out. Because when you look back, oh my God, I’ve always been obsessed with hair.”
Friday, April 24, 2015
Hollywood’s One and Only Motion Picture Hair Academy
“I walked out of this class and into a job in television,” Amber WilsonTake a Master Class or 2-Day Workshop at On Set Motion Picture Hair Academy and increase your chances by ten-fold of walking into a top job in film, television or fashion. Presented by one of the industries master hair designers, Susan Lipson brings her “hands on” approach to practical training for professionals and beginners alike. Over the past ten years, On Set has trained many of the top hairdressers working in film and television today, our graduate students have gone on to work on such notable projects as Charlie’s Angels, Van Helsing, American Idol and many more. You can expect to leave our Master Class with new skills and inside industry techniques that will ignite your career with creativity and get you on the fast track to success.
5 Ways to Reduce Salon No-Shows
What’s your biggest pet peeve?
In the salon business the most prevalent answer is the no-show.
The hair salon no-show is our very own industry specific pet peeve, a common annoyance that unites us all. No matter how many times it happens, no matter if it’s an accident or intentional, a client allowing their precious salon spot to go to waste somehow always manages to ruin your day.
Here’s 5 ways to put that pet peeve behind you.
1. Send a Reminder
We like to believe the very best of our clients, meaning we assume they mostly don’t intend to waste our time by not showing up, they just simply forget. The easy fix it is to start reminding them.
And because you don’t have the ability to employ a full-time staff member to manually remind your clients, technology can do it for you. Timely’s Automated SMS and Email service is shown to reduce no-shows by up to 50%. Salons can specify when the reminders are sent and customise the template to suit their business. Employees are also sent immediate notifications with new bookings, changes and cancellations.
Basically everyone is on the same page (and, most importantly, at their appointment).
2. Make The Call
If clients don’t confirm their automated reminder, actually picking up the phone to give them a quick call can be key – particularly for those clients who have been unreliable in the past.
You can also take this opportunity to upsell other treatments or products to them while you have them on the phone.
3. Offer a Discount for Pre-Paid Services
You’ll be surprised how much better your client’s memory is once they’ve already paid for their service – offer them an incentive to do so in the form of a discount or special if they pay beforehand.
Timely allows you to ask clients to pay either a deposit or the full amount when booking online, securing the booking and reducing no-shows to a minimum.
As a bonus, you’ll find your clients are far more open to splurge on other services or retail products if they’ve put the bulk of the payment behind them by the time they’ve walked through the salon door.
4. Know Your Rules
You have to have a standard set of rules that you can’t break for any one client. No, not even your favourite client who just forgot this one time. If your policy is to charge no-shows, add the fee onto another bill or simply reschedule, consistency is key. You’ll lose credibility if you do something for one client, and something else for another.
5. Break Things Off
Letting go of clients can be difficult. We understand you don’t want to lose the relationship or turn away payment, but sometimes it’s necessary. We’re not calling for rash decisions, but if someone is constantly letting you down it may be time to cut the cord.
Timely helps you make the hard decisions – storing the no-shows in your Customer Records and alerting you of this the next time they book.
While the no-show has always been the collective salon nightmare, with these strategies in place, the next time someone asks you about your pet peeve, hopefully you’ll be able to simply complain about the traffic.
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