better

BUSINESS

A NATURAL
RESPONSE TO
DIVERSION

a
ZERO TOLERANCE
Aveda does not tolerate diversion. Its that simple. Diversion is
unethical. We will not continue to work with those that participate
in this destructive activity. We take our zero tolerance policy
seriously and grant no exceptions.
We have reduced diversion at Aveda by 68% since 2008,*
making us one of the least diverted brands in the U.S.**
We offer cash rewards up to $500 to those who
provide information.
Working together, we can fight this issue that costs the beauty
industry $329 million a year. Please contact our diversion hotline
at 877.972.8332 or stopdiversion@aveda.com.
Yours in service,

Aveda Corp.

Dominique Conseil
president

Diversion at Aveda decreased from 76,881 units in 2008 to 24,984 units in 2014. **According to A.C. Nielsen report of 2008
and 2014 on Diversion of the Beauty Industry. Cash rewards up to $500 to those who supply us with verifiable information
directly identifying an Aveda salon or store diverting Aveda products. 2014 A.C. Nielsen diversion tracking report for the
Beauty Industry Fund.

the new

NORMAL

HANCES ARE THE SALON your mother

patronized is very different from the one you work
in today. Its not just the evolution of stylethe
sunset of the wash-and-set, the rise and fall of
the perm, the mania for straight, or blonde or
ombrbut the way we work, manage and market that's
evolved into something your moms hairdresser wouldn't
recognize.
Current changes in the beauty business reflect the
larger economy: growth at the upper and lower ends,
resulting in a shrinking middle ground; stagnant wages;
conditions perceived as favoring independent contractors
over employees and less disposable income to go
around. In order to succeed, salon owners and beauty
professionals have to bring all their creativity to bear to
evolve in ways that answer these needs.
The good news: This business is made up of very
creative people.
The following are the major trends in salon ownership,
organization and management that are on the
ascendency right now. Whether you choose to hop on
one of these bandwagons or buck the trends to compete,
combining your natural creativity with a drive to succeed
is the key to success.

HOW THE SALON

BUSINESS MODEL
IS ADAPTING TO A
CHANGING ECONOMY
AND WORKFORCE.

RENTERS VS. EMPLOYEES

A move toward chair rental is the biggest trend in the
salon business today. According to Cyrus Bulsara,
beauty industry analyst with Professional Consultants
& Resources, The major movement is the move toward
chair rental and suite salons and away from independent,
artistic salons with a commission- or fee-based structure.
The reasons have to do with overall shifts in workplace

COVER PHOTOGRAPHY: TED GIBSON SALON , NYC / EDITORS: KAREN FORD AND ERIN MUNSCH / ART DIRECTOR: JEANNIE OBERHOLTZER

americansalon.com

The Suite Life

> SOLA SALON STUDIOS are changing

the paradigm of salon ownership.

heres a term to describe the times

products, and keep those profits.
were living in: the Gig Economy.
Sola suite owners are diverse. Some
The old paradigm of nine to five no
are fresh from school, wanting to cut their
longer applies. People are working from
teeth running a business in a small, less
home, working on flextime, working as
risky way before going on to own larger
independent contractors. The shift is also
salons. Others are traveling that path in
being fueled by technology; Uber couldnt
reverse, downsizing after having owned
exist in a world without smartphones.
or managed a larger salon for many years.
The Gig Economy has come to the
Some are national brand educators who
salon business in the form of
dont want to worry about the
salon suites, an update to the
salon while traveling or doing
former booth rental model.
other work, since they can
Suites are pre-equipped
just close up when needed.
Salon Suites
rentals that offer a turnkey
Traditionally, flying solo
solution to starting a salon
can mean giving up access
business. Sola Salon Studios, a
to all kinds of support, such
Autonomy is
national suite franchise, leases
as continuing education,
attainable
high-end, fully-equipped suites
mentorship and community,
that include all the major
but the company says its
equipment needed for a fully-functional
taking steps to eliminate those drawbacks.
salon, ready for personalization via dcor
The recently-launched solaprofessional.
and signage. An on-site manager handles
com includes video content, educational
facilities management issues like utilities
tips and tools. Many Sola locations also
and repairs. Sola owner/operators book
host educational events, round tables and
their own appointments, set their own
forums to build community and provide
hours and prices and choose their own
better access to ideas and information.
wet lines and retail items.
At the end of the day, weve stepped
Were giving them that next step up:
up the game of the traditional salon
employee-free salon ownership, Sola
industry in a way thats all good for
co-founder Stratton Smith said in a Forbes
stylists, co-founder Matt Briger said
interview earlier this year. When a stylist
in Forbes. The idea to provide people
makes a move over to our concept, they
with their own business, that outweighs
typically get a 50-100% take-home pay
everything. Our stylists are not contractors,
bump. They sell their own retail beauty
theyre true business owners.

ABOVE: Salon suites like

Sola lease fully equipped
spaces that owners
customize with signage
and dcor. BELOW: A
one-chair Sola suite.

THE TREND

THE TAKEAWAY

December 2015

THE GOOD NEWS

This business is made up of very creative people.
economy. Salon owners stressed by a sluggish recovery
are looking for ways to cut costs. On the flip side,
individual stylists have more choices than ever before, and
many dont want to accept the strictures of the traditional
employment model.
Stylists who are fortunate enough to be employed by
a salon that provides education, mentorship, support and
a team culture should think twice about going solo; youll
most likely forgo those benefits. Salon owners who find
themselves losing talent to chair or suite rental situations
should proactively work to create the kind of supportive
environment stylists value to keep
them from straying.

HYBRIDS

Another way to win in a fractured market is to carve

out a niche that no one else is exploiting. Niche salons
businesses that specialize in one thing, or one type
of clienthave been on the rise for years, and the trend
shows no signs of stopping. The key is identifying
unmet needs in your market. Relying on trends can be
tricky, because whats hot today wont necessarily have
longevity.
Some businesses competing with
niche salons in their markets find
ways to integrate those services
in a way that will keep clients
from straying. Fueled by the same
economic factors, some salons are
choosing to branch out rather than
specialize. One result is that boutique
salons, offering everything from
coffee to bespoke fashions in addition
to cuts and color, are also on the rise.

MULTI-LOCATION SALONS
The same factors contributing to the
rise of luxury and niche salons are
prompting successful salon owners
to branch out to new locations in
search of new business. The other side of this coin is that
many independents who expanded in the boom times are
now consolidating and streamlining in the face of what is,
for some, still a tough economy. See Rebel Rebel (next
spread) for the story of one salon owners journey.

Fashion is fueling growth

in men's grooming services
and the rise of men's salons.

SALON SUITES
A unique type of rental, salon suites are one of the fastestgrowing trends in the business. They offer stylists the
opportunity to own their own business by renting a fullyequipped, turnkey space thats ready for business on Day
One. Owner/operators can make their own hours, choose
their own retail lines and build a business with lower
overhead and less inherent risk than the traditional salon
model. See The Suite Life (previous page) for more on
the fastest-growing salon suite franchise in the country.

LUXURY AND VALUE SALONS

Sport Clips, the value-priced men's franchise, was the
nation's fastest-growing chain salon last year. At the same
time, luxury salons are also on the rise. Whats going on
here? Blame the influence of the income gap. The growing
disparity between high and low is being played out in
every market in the country, and salons are no exception.
Whichever lane you're in, you need to understand
your target customers and give them what they want.
The value crowd is after price and convenience (walk-ins
rule in this segment); the middle of the market is typically
looking for service, professional advice and a relationship
americansalon.com

NICHE SALONS

MENS GROOMING AND BARBERSHOPS

Barbershops and salons catering to mens grooming are
among the fastest-growing segment of salon businesses.
The trend is fueled not just by the move toward
specialization, but by the fashion aesthetic of the day, with
many men opting for shorter hair and a more groomed
cut, which requires both upkeep and products.
If youd like to capture some of that business for your
salon, make sure youre offering the services men are
looking for. Think about dedicating a chair, and perhaps
even hiring a barber. (In most states, thats a separate
license.) At the very least, make sure the environment
isnt too girly to attract male clients; go for a more unisex
dcor. And make sure all staffers are educated and trained
on the latest techniques for male cutting and styling.
Thinking about how to cash in on the men trend? Read
"Righteous Brothers" (next spread) for tips.

PHOTOGRAPHY: VEER

One increasingly popular solution

to the renter/employee dilemma is
the hybrid salon: having some chairs
that are staffed by employees and
others by renters. For some, this
model offers the best of both worlds
and gives management a shot at
attracting the areas best talent.
It also provides more flexibility in
staffing and scheduling, since staffed
chairs can be shared by two or more
stylists who can work part-time or on
different days.

with a stylist (but with price limits to their loyalty); and the
luxury segment is all about creating an "experience."

Zoom In

> A FORMER TV STYLIST

focuses on blow-outs.

clientele and noticed that while most

ivian Arpino, owner of two BloOuts
came from within three contiguous
Blow Dry Bars in the Chicago
suburbs, there were a few who came
suburbs, has found her niche. As
from just outside that radius. Her second
the former hairstylist for the Oprah
location, in Winnetka, was positioned to
show, she says, I became the queen of
capitalize on that market, where there was
touching people up. With just an hour
clearly a need. Like the first shop, it also
to get anywhere from two to 36 heads
pulls from a few neighboring
camera-ready, she learned
communities. You dont
to work fast. I could take a
want to rely just on the town
curly head of hair and blow
youre in, Arpino advises.
Niche Salon
it out straight in about seven
Her biggest challenge, she
minutesdry, she says.
says, has been staffing. While
So when the show ended
Go with your
her experience was tailorand Arpino decided to return
strengths
made for a blow-dry bar, she
to her pre-Oprah salon
says she quickly realized that
rootsas an owner this
others was not. You need
timeher path was clear. She
experience. You need to know how to
opened her first BloOuts in 2013, in the
work with different textures, she says.
small, affluent community of Highland
You need to know how to do a blowPark, IL.
out on someone youve just met. When
Choosing that location was the first
you have random people in your chair,
hurdle successfully cleared. Arpino says
and you havent done their haircut, its
she first looked in the city, but found rents
complicated.
prohibitive for a business that charged just
Managing employees was also new
$35 per service. The money, she realized,
to Arpino, but there she says she had
was in the burbs, where rents were also
a guiding light. Oprah was the best
happily lower. This is a luxury; its not a
boss in the world, she says. I want my
necessity, Arpino says of the service she
employees to love where they work, so I
provides. Location is key.
try to always treat everyone with respect. I
When it came time to open a second
learned that from watching her.
shop, Arpino examined her current

THE TREND

THE TAKEAWAY

ABOVE: One of two BloOuts Blow Dry Bars in the

Chicago suburbs.

Rebel Rebel

> A California salon owner rewrites the rules

to survive and thrive in the new economy.

THE TREND

THE TAKEAWAY

americansalon.com

ABOVE: The main floor of the

recently opened Pretty Pretty
Collective in Los Angeles.
Owner Georgia Rew opened
the original location, in San
Francisco, in 2010.

important to her, which is why she sticks to a strict fiftyfifty arrangement for her commissioned stylists, and never
asks them to donate their time for things like photo shoots
or special events. And she has contracts that keep both
employees and herself accountable to each other. Its the only
way to keep drama out, she says.
Rew has kept the branding in the new location consistent
with the San Francisco shop, down to the dcor, which can be
described as eclectic scavenger chic, curating found objects in
a way that is at once utilitarian, thought-provoking and artistic.
Cast-off pieces from movie sets, like the antique klieg light in
the bathroom or the black panels in the selfie room, populate
the L.A. space. In both locations, mirrors at the stylist stations
are raised and lowered via a system of cables and black
wrought-iron pulleys. It lends a touch of steampunk edginess
but the design is also practical, enabling the narrow space to
be opened up for the regular art shows and other events Rew
has planned.
Those events include lash extension and tooth gem nights
by GBY and after-hours food pop-ups by local restaurants
in the L.A. shop. (In addition to the coffee bar, the salon is
fully licensed to serve food. I had to go through the health
department. That almost killed me! Rew says.) Regular art
shows bring in up to 600 people, and the salon hosts release
parties in partnership with Burger Records. The five-year plan
includes hosting a designer for L.A. Fashion Week.
I want to make a statement, Rew says. Pretty Pretty
Collective is going to make a mark.

PHOTOGRAPHY: JASON FOX

othing about The Pretty Pretty Collective is

traditional. With shops in San Francisco and
Los Angeles, its a multi-location business
that, in addition to doing hair, includes coffee
bars, rotating art installations and forays into
fashion and event production.
Owner Georgia Rew says the key is a
collaborative spiritone that extends not just to
her staff, but to other salon owners, educators,
local artists, bands and the fashion world.
Almost everything about Rews background
is unconventional, including a stint at a San
Francisco salon that catered to the drag
community and assisting on movie sets in
L.A. Her business tactics have been equally
unconventional, making her a poster child for
success in the uncertainty of the new economy.
She opened the first Pretty Pretty Collective
in San Franciscos Mission District in 2010 just a
year and a half after getting her license. I had
no money and a credit score of something like
520, she says, laughing. She found financing and help with
her business plan through a non-profit called The Womens
Initiative (now defunct). On the strength of that plan she
generated another $120 thousand in in financing in just six
months.
Within a few years, Rew decided she wanted to open a
second salon in Los Angeles. I had reached my potential in
San Francisco and I wanted to push myself, she explains.
She spent six months going back and forth between
cities, researching. "I looked at which areas were going to
understand the concept of what were doing, she says.
She settled on Fairfax Village, an area central to several
crucial freeways and close
to trendy shopping like
Melrose and the Grove but
Multi-Location, Hybrid,
with more affordable rents.
Boutique
And she liked the vibe.
They get it here. Its all
about collaboration, she
Have a strong vision
says.
Opening a second
location hasnt been without its challenges. The build-out
took two years, during which time Rew spent alternating
weeks in each city. Unforeseeable construction issues, like
black mold inside the walls and a sewer line break, sent
costs soaring to nearly double the budget. Funding from the
Small Business Administration helped, but Rew says, Im
not a wealthy salon owner. I still dont have a lot of money.
But youve got to take risks. If you dont then you dont
grow.
Staffing provided another challenge. Rew readily
admits her standards are high. Integrity and respect are

Righteous Brothers

> The Gents Place succeeds by treating

both clients and staff with respect.

ont call The Gents Place a barbershop. Dont

call it a mens salon. Owner Ben Davis refers
to his four locations, in Texas and Kansas, as
clubs, and for good reason. Were not in the
haircut business; were in the business of selling a
feeling, he explains.
That feeling is a sense of community that
comes from the atmosphere Davis has created, an
atmosphere that borrows more from a country club
or high-end gym than it does a barbershop. The
Gents Place offers luxury
amenitieslike a full bar, shoe
shines and spa packagesbut
Mens grooming
more than that, its a place
where members are known by
name and treated like valued
Know your market
guests. There is a membership
option where clients can buy
different service packages at various intervals
weekly up to every four weeksthat fosters that
clubby feeling.
Davis had no experience in running any type
of similar business prior to opening the first Gents
Place in 2008. Finishing a job at an internet start-up,
he says he was casting around for what was next
and asked himself: What do I want to fix? Davis
says he had always hated getting his hair cut, to
the point that he would get it cut twice as short as
he wanted it to avoid going back. I feel bad for
guys going to XYZ Clip Joint or their wives salons
because they have no other options, he says.
Davis researched by visiting other mens salons
in the Dallas area. I went in as a consumer, he
says. He found the independent salons to be cleaner

THE TREND

THE TAKEAWAY

and more polished than the budget mens chains he

was used to, but he still wasnt impressed. The idea
was there, but the execution was off, he says. It
was the same experience in the chair.
Davis says he built his business plan around
doing what the local men's salons werent. A lot
of that centered around building, training and
retaining a staff that would perform up to the
high standards Davis had in mind. Theres a
complete and utter disregard for this being a real
career, he says, referring to hairdressers who face
discouragement and negativity from friends and
loved ones about their chosen path. I wanted to
change that. The Gents Place offers employees
health insurance, matching contributions to 401K
plans, free gym membership (as long as they visit
regularly) and paid time off for doing community
service. There is a position called Master Groomer
at each location, someone whos responsible for
setting the educational agenda for the existing team
and for incoming staff. Educational offerings are farranging, including a recent visit by James Thomas,
inspirational speaker and author of Steve Harveys
Barber Says It All.
The formula is working. Despite having started
at the height of the worst economic crisis in
decades, The Gents Place opened its fourth location
earlier this year. And last month, it began offering
franchises. It took us time to get it right, says
Davis. Now were in a place where we can take this
concept to the next level.

ABOVE: Billiards at the

Leawood, KS location
LEFT: Among other
amenities, each Gents
Place has a full bar.

December 2015

Success

DRIVERS

ANY SALON OWNER OR STYLIST WHO

WANTS TO UP THEIR GAME SHOULD FOLLOW
THESE TIPS TO MAXIMIZE THE THREE RS:
REFERRALS, REBOOKING AND RETAIL.

REFERRALS
REFERRALS ARE THE GOLD STANDARD in this industry and success is built upon both word
of mouth and online referrals. Paul DiGrigoli, owner of DiGrigoli Salon and DiGrigoli School of
Cosmetology in West Springfield, MA, says, Referrals are the money machine. The quality of
your work should speak for itself. Easy, right? Well, almost. DiGrigoli offers several tips on how
to master the money machine.

When a client leaves the salon

Consistency counts. A client has

your autograph is on their head.

Think of your cut or color as personal
branding.

to come back to you at least three or

four times before he or she can be
considered a regular client. If clients
love what you do and connect with
your personality, theyll refer you to
their friends, co-workers and even
strangers.

Develop an authentic rapport

with your existing clientele. Your
personality can go a long way to
gaining a clients trust, which can
then lead to a referral.

Retention determines how

fast you can accelerate in building
a clientele. Focus on your existing
customers by offering them an
experience as well as a high-quality
service.

Professionalism is key. Dress for

success. The way you carry yourself
affects how many clients trust you and
ultimately impacts your income.
americansalon.com

Immersion is the name of the

game. Be fully involved.

Always carry a minimum of 10

business cards with you everywhere.
If you want to go to another level,
put these words on the back of your
card: Thank you and I appreciate
you, followed by your name.

Avoid distractions that dont

help your business. There are no
time outs.

WANT TO

LEARN MORE?
Booked Solid: The
Ultimate Guide
to Getting and
Keeping Clients
includes insights
from DiGrigoli's
35 years in the
industry.

Referrals
STEVEN BROOKS
Another industry expert
weighs in on some
strategies that he's
used in his salon, Diva
Studio, in Las Vegas to
increase referrals.

THINK ABOUT WHY

clients would refer you

and find ways to engage

in conversations that give
them the tools to promote

To Push or Pull?

Its important to understand both push

and pull actions says Brooks. For example,
someone who comments on a clients new
look and gets a referral falls into the pull
category. In other words, the referral gets
pulled out of the client. A push strategy
would be giving your client the tools to refer
your services online or via word of mouth.
One idea is to offer gift cards to clients who
refer even one person. Another strategy is
to engage in a conversation that targets
somebody they know who might benefit
from a makeover or a new cut. Offer an
incentive for the client to refer them to you.

are the most

powerful
and
inexpensive
way to
generate
business.
Steven Brooks

your work. Offer them

incentives for referring
new clients.

2
3

UNDERSTAND THAT
referrals tie into online

reviews.
REWARD STYLISTS
WHO get a certain

number of referrals by
offering them a perk such
as a three-day vacation
package or a cruise.

Neil Ducoff, founder and CEO of Strategies,

a coaching business for the salon and spa industry, offers his
advice on referrals.
CREATE A SALON CODE OF CONDUCT that states,

Everyone is responsible for creating extraordinary client

experiences. It should include stylists and other service
providers as well as front desk, guest services and call center
staff because they are the front line creating and maintaining
every clients experience. More than anything, earning
referrals is a team sport. Anything less is a compromise.

Motivate them to continue

to draw in new business.

CAREFULLY MANAGE
your online reviews.

Leverage your positive

reviews by sharing them
on your social media

PHOTOGRAPHY: VEER (SALON SHOTS)

platforms and always

thank the reviewer
personally. That way they
feel acknowledged and
engaged in continuing to
promote your business.

December 2015

Concierge
Service

REBOOKING
IF YOURE NOT GETTING 10 NOS A DAY, youre not
trying hard enough, says DiGrigoli. While that might
sound harsh, its actually good advice. Dont be afraid of
rejection. Follow these steps to increase your rebooking
numbers:

Capitalize on holidays to rebook clients who are

hesitant. Let them know that your schedule fills up

quickly during the holidays and that you want to make
sure they get in to see you. Always come from a caring
place when discussing rebooking with a client.

While prebooking gives you the control over your

financial status, you should always give clients the
option to cancel if something comes up.

Use any number of prebooking programs, but make

sure to get properly trained. Salon owners should offer
a variety of ongoing prebooking software training
throughout the year.

Prime yourself for success. Look at your book each

day and zero in on your goals. If you have 12 clients
booked that day, set a realistic goal of rebooking eight
of them.

americansalon.com

At Your Service

At Diva Studio, Steven Brooks and

team have come up with a creative
way to maximize their rebooking
strategies. Theyre creating a new
position called a Retail Concierge.
Each concierge would be equipped
with a tablet and act like a runner
going from client to client during
down times in services such as
waiting for hair color to develop.
They can rebook the client on their
tablet before the next service begins
or while a client is in the chair. This
helps to cut down on the number
of clients who rush out of the salon
at the end of an appointment and
forget to rebook. Understanding
your salons service cycle and making
the most of down time to rebook
clients can increase the number of
future appointments. Another great
idea is to offer free makeup touchups after a service. This is a great
time to discuss in-salon promotions
and contests. The holidays are an
important time to rebook for January
and February, which are notoriously
slow months in the salon industry,
says Brooks. His advice: Offer clients
an incentive to rebook for those
months, such as a business card
contest where each client puts their
business card into a jar to be eligible
to win a free year of blow-outs.
The winner would be chosen at the
beginning of January. This will get a
buzz going and help fill the books.
Neil Ducoff on Rebooking:

Have a system that links stylists

to front desk at check out. The

stylist can give their client a verbal
and written pre-book maintenance
cycle that lists their next visit date.
This information then goes to the
front desk where someone in Guest
Services says, [stylists name]
recommends that your next cut/color
be done on [date]. Do you prefer the
morning or afternoon? >

PHOTOGRAPHY: VEER

Diva Studio in Las Vegas

created a new position
called Retail Concierge
to help with rebooking
and retail sales. She's
equipped with a tablet
and can see clients
during downtimes,
say, while their color is
processing.

DUCOFFS ADVICE
Track each stylists
verbal and written retail
recommendations that go
to check-out and youll
be tracking the real driver
of retail sales. Strategies
offers The Happiness

System, which will help

you do just that.
Weve covered the
three Rs that drive

The retail area at Adam Broderick

Salon and Spa in Ridgefield, CT

success, but well leave

you with DiGrigolis three

RETAIL

Ls to keep you motivated

THE AVERAGE STYLIST WORKS WITH 100 CLIENTS a month depending

on salon size. If you could only get five extra dollars from each client youd
add $6,000 a year to your salary. No small sum. One area to target for this
extra revenue is retail product sales. DiGrigoli, Brooks and Ducoff offer their
recommendations for moving more product.

and engaged.

LOVE PEOPLE (ALL

THE TIME)

LOVE THE ART AND

THE CREATIVITY

DIGRIGOLIS ADVICE

LOVE CONTINUING

Change your mindset. Stop focusing on diversion or where else the client
might buy the product. Focus on the customer in the chair and what is best for
her hair.
Teach customers how to protect their investment. Some clients pay $150
or more for a service, so educating them on how to use a product well will help
sell more product.

EDUCATION

BROOKS ADVICE

Stock easy in-and-out products like make-up and color as well as keeping
non-traditional products like Kona coffee or other brands that can be sold as
gifts.
Move out any products that are older than 60 days. If a product is sitting on
the shelf too long, move it off.
Task front desk staff with moving around displays to keep the retail area
fresh and inviting.

> FOR INFORMATION

ON THE HAPPINESS
SYSTEM, contact
Bruce Hourigan at
800.417.4848 ext. 203

< THIS SCREENSHOT SHOWS A REAL-TIME

monitoring station at YOU Salon. Its rebook percentage for
February, 2014 was 87 percent. February was not just one
extraordinary month, but was an example of the salons
consistent rebooking numbers. Ducoff explains that YOU
Salon is on a team-based pay system and consistently
maintains a +/-90 percent rebook rate. The takeaway: Using
rebooking software effectively and offering staff incentives
are two drivers of success.

americansalon.com

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Role

MODELS

WE ALL NEED ROLE MODELS TO MOTIVATE AND INSPIRE US. THESE SIX STORIES WILL DO JUST THAT.

ADAM BRODERICK
Adam Broderick Salon & Spa
Ridgefield, CT

HIS STORY
Winston Churchill once said, We make
a living by what we get, but we make a
life by what we give. Adam Broderick,
one of the industrys most respected and
innovative figures, lives by those words.
He believes that good works start in the
local communityhe never turns down
a local request for auction donations
or other support from the salon and
spa team. His generous spirit doesnt
end there. As a highly sought-after
motivational speaker, Broderick is always
looking for ways to help salons prosper,
and he never rests on his laurels. Recently,
americansalon.com

his flagship salon in Ridgefield, CT, underwent a massive renovation, but while Broderick
was working on the redesign, he also seized the opportunity to look objectively at the
way hed been doing business to see if things could be improved. I can make anything
pretty, and we did that, says Broderick, but I was clear about committing the same
amount of resources to upgrading and training my people.
To that end, he examined the way his staff was interacting with clients. Real luxury is
less formal now, he says. People want to be treated well and have a great experience,
so weve revamped the way we talk to our guests. For example, our vocabulary is very
scripted, so when someone walks in, we say, Good morning or Good afternoon. Its
never Hi. We dont use the word 'appointments'. Its 'reservations.' Broderick also paid
a lot of attention to what he calls touch pointsthe amenities, the environment, even
the lighting. We hired a lighting designer to make sure that we eliminated all shadows,
says Broderick, who also made sure that the salon and spa provided a feeling of privacy.
We tried to create nooks and crannies so people dont feel so exposed. His hospitality
team has also learned how to read body language. Theyre trained to question a client
if something seems off. We call it an orange interception, he says. Giving people
permission to give you feedback in the moment is so important. Ive been to a thousand
restaurants and tipped well but left thinking, 'Ill never go back there again.' Now his
front desk staff takes the time to ask each client if everything was to their liking, and that
one small change is already making a big difference.

Its not
TED GIBSON AND JASON BACKE
Ted Gibson Salon
New York City

TED GIBSON NEEDS NO INTRODUCTION.

Hes one of the countrys most sought-after editorial,
runway and celebrity stylists and owns Ted Gibson
Salon in New York City with his husband and business
partner Jason Backe. They spoke to us about business
strategies, success stories and what they learned from
failure.

THEIR STORY
Many beauty professionals open a salon because theyre busy
stylists and think they can be successful as an owner. But, as
Gibson claims, Theres more to owning a salon than painting
the walls and picking out furniture. As a salon owner, youre
responsible for your staff and their livelihood. Not a small
responsibility. His advice: Know your brand and never veer from
it. Backe agrees but adds that you also need to develop a strong
social media plan to promote your brands values.
Failure is also a part of being a business owner. I have this
joke I like to tell when I give presentations, says Backe. Two out

selling,
its telling.
Ted Gibson

of three salons in America close. I know

that because Ive owned three. All joking
aside, the duo have had two salons close,
endured staff walkouts, lawsuits and have
even been audited twice, but that hasnt
changed their attitude. Every failure is
just a chance to do better, says Backe.
The partners plan on launching a new
product line next year and are working
to open a new salon in Miami. Gibson
and Backe hired good people to manage
the day-to-day business at their salon in
New York City, which allows them to take
on runway work or to develop a product
line. To help build a strong team, they
recommend staff when opportunities like
celebrity or editorial work arise. Tons of
people have great ideas, says Gibson,
but not as many act upon them.

December 2015

KIM BENNETT HORVATH

Kim Bennett Studios

ACCORDING TO A RECENT STUDY

by Professional Consultants & Resources, nearly
half of the salons in the industry will offer some
type of booth rental by 2050. There are already
huge salon suite complexes around the country,
and in California, flex salons allow a stylist
to rent a chair for only the hours she needs, so
this model is fast growing in popularity. One of
the innovators of the booth rental model is Sola
Salon Suites, which has over 200 suite rental
salons in 36 states. In 2004, founders Stratten
Smith (a former salon owner in St. Louis) and
Matt Briger (an entrepreneur) created the first
Sola Salon Suite in Denver. The concept was so
successful that they built a few more locations
before widely franchising. Kim Bennett Horvath,
a Sola Studio owner and Senior National
Educator for Paul Mitchell, shares her story
about how partnering with the Sola brand has
helped her business to thrive.

HER STORY
Horvath grew up in the small town of Delta in the
Western Slope region of Colorado. She got her
cosmetology license at a vocational technical school
americansalon.com

after she graduated high school and never looked

back. I worked in a commission salon where the owner
mentored me, she says. Later, she moved to Denver
to support the Paul Mitchell brand (shes been a Paul
Mitchell national educator for 20 years) and was working
at a booth rental salon at the same time that Paul Mitchell
started its Focus Salon Program.
The next step was opening her own salon. About
10 years ago she opened the first Paul Mitchell Focus
SalonKim Bennett Studios at Sola Salons. In 2012,
she became the first person to receive the Paul Mitchell
Focus Award. I would say partnering my business
with the Sola Salon Studios and Paul Mitchell was the
best decision I ever made, says Horvath. As a salon
owner, she receives 100 percent of the profits, which she
then partially invests in retail inventory. I have never
looked at that part of my business as selling product,
says Horvath, who believes that by recommending
products to her clients she is doing them a service. Her
top business strategy is building authentic relationships
with her clients. The intimate atmosphere at my Sola
salon creates the best opportunity to involve my guests
in all aspects of my business from the consultation,
to recommending upgrades and solving their hair
problems. Her words of wisdom to beauty professionals:
There isnt just one path to follow your dreams. I would
encourage a potential salon owner to research all choices
and options of salon ownership, she says. Ask yourself:
'What is the best avenue to reach all my goals?' In
Horvaths case, the salon studio/suite model called to her
inner dreamer and entrepreneur.

CARLA GENTILE
Harper Salon
Los Angeles

FROM LEFT: Nicole Hartmann, Carla

Gentile and Nikki Pittam.

CARLA GENTILE HAD ONLY

been in business for a few months when
she installed a pop-up shop offering
sunglasses from local L.A. designers.
Since then shes partnered with other
businesses like hip British retailer
Topshop. Having pop-up shops in
the salon is a fun way to collaborate
with other vendors, says Gentile. We
use both of our mailing lists to reach a
different crowd to market our goods
and services. The pop-up shops change
every three months to keep retail options
fresh. Gentile also donates 10 percent
of the profits from merchandise sold
to L.A.-based charity Children of the
Night. During L.A. Fashion Week, the

salon partnered with other vendorsa jeweler and a handbag

designeron a trunk show to cross-promote their businesses.
Naturally, they shared each other's mailing lists, a win-win.

OPEN DOOR POLICY

The front doors of the salon came from a movie set and are
painted bright blue, a shade that Gentile calls Marjorelle Blue.
We use our door as a sounding board, says Gentile. When
the Supreme Court made gay marriage legal, Gentile had
the rainbow flag painted on the door. In October, the salon
supported breast cancer research by decorating the door with
pink ribbons and painting pink circles around the doorknobs.
Because the salon is on busy Melrose Avenue, the doors are
a great attention grabber and conversation piece as well as a
creative marketing tool.

December 2015

IZZAZU SALON, SPA & SERATA

Pittsburgh and Wexford, PA

THEIR STORY
How did a little salon with only four
hairdressers in an out-of-the-way location
become the best-known salon in Pittsburgh?
Co-owners Gino Chiodo and Emilio
Cornacchione are convinced its because
they follow these four values: creativity,
humility, integrity and commitment. When
they decided to open their own salon in
downtown Pittsburgh more than a decade
ago, they knew they wanted to build a strong
organizational culture based on those values.
To that end, they look for those qualities in
every potential employee. We know we can
train them on technique, but we first hire
from the heart, says Chiodo. We think of
our staff as an extended family.

GRASS ROOTS MARKETING

As young hairdressers, Chiodo and
Cornacchione used to stand under the clock
at Kaufmanns Department Store (a major
landmark in downtown Pittsburgh at the
time), shaking peoples hands and giving
away flyers like a pair of evangelists. It was
this kind of fervor and dedication that helped
them to grow their brand into one of the
most respected and well-known beauty
americansalon.com

Emilio Cornacchione and Gino Chiodo

brands in the area. In fact, the pair was recently

inducted into Pittsburgh Fashion Weeks Hall of
Fame.
Before social media platforms opened up new
possibilities for marketing and promotion, they
pitched ideas to local media for beauty segments
like Ambush Makeovers. After that it was a nobrainer to offer their services to radio and television
stations. Today Wexford Styles Director Ziggy Murin
works with news anchors and radio personalities at
WTAE-TV, WPXI-TV and WDVE 102.5 FM. Having
two people with different strengths has helped us
with our marketing, says Cornacchione.
Partnering with local organizations and artists
also brings a more diverse clientele into their salon.
One such collaboration took place as part of Earth
Day celebrations held in the city this past April.
Cornacchione and makeup artist Hillary Evans
worked with local photographer Laura Patrilla to
turn a model into Mother Earth. The finished look
was showcased in a window at Macys flagship
department store in downtown Pittsburgh. This is
the kind of creative marketing Cornacchione and
Chiodo thrive on, but they are equally committed to
supporting a number of local charities in the area.
We have a huge list yearly of charities that we get
involved with, says Cornacchione, who believes that
giving back is the secret to real success in life.

FLOYDS 99 BARBERSHOP

FROM ITS ORIGINAL LOCATION IN DENVER to

its 99th location opening in 2016, Floyds 99 has a good
thing going. Jennifer Relic, marketing manager for the
company, shares the story of how Floyds 99 barbershops grew to 99 locations and
developed its own line of products.

THEIR STORY
Brothers Paul, Bill and Rob OBrien first had the idea to open a barbershop in 1998. Their plan
was to open the first shop in 1999 (hence the 99 in the name), but things didnt go as planned.
The first location finally opened in 2001. Currently, there are Floyds 99 shops in 11 states with 70
percent of those businesses owned by the home office. The employees are the secret sauce of
the business, says Relic. The staff is referred to as the Floyds family. Each shop has a manager,
who is heavily involved in running the business. We like to promote from within, says Relic.
A stylist at one location can become, say, a district manager. Most of their district managers
started out as stylists or as front desk staff so they really understand Floyds culture.
One of the companys trademarks is the rock n roll dcor at each location. A custominstalled poster wall that reflects the music of that region is installed in each shop. The murals
are made up of vintage rock n roll posters, showcasing what is relevant for a specific market
and giving each space a distinctive vibe.
Something else that sets the company apart is Floyds 99 Academy. A team of educators
travels to different locations offering courses on clipper and shear cutting techniques. All
classes are free to Floyds employees, and each employee gets paid for each training.

December 2015

OPI
Official Nail Sponsor of Better Business

Nail Tips

THIS PAGE: Advances

in nail technology,
like OPI GelColor,
are making a
splash on social
media, expanding
opportunities for
salons.

americansalon.com

BROWSE ADELA MUOZS FACEBOOK page and youll see image after image of
kaleidoscopic nail art: pumpkins and ghosts at Halloween; bright flowers in spring; elegant
bridal looks year-round. My clients have always been brave enough to go all out, the OPI
educator says. Nail art is just one of the reasons nail services have been on the upswing in
recent years, stoked by todays oracle of style, social media.
Social media plays a huge role when it comes to
consumers who want to see the latest nail trends, says OPI
Ambassador Elsa Barbi. Its up to a salon owner or nail tech
to offer the services that are trending on Instagram, Facebook,
Snapchat and Periscope.
Barbi has some some strong arguments for why a salon
should add nail services. Any salon can benefit by increasing
profits, expanding clientele, and expanding its service menu.
Why not add more service dollars to your ticket? You can also
cross-retail nail and hair products, she says. Its all about
adding to a service ticket and keeping your client dependent
on you for their hair and nail services.
Barbi says clients who come in for a color service are ideal
prospects for anything from a basic manicure or pedicure to
a gel service. Any of those can be done in 30 to 45 minutes,
which is perfect timing for a color processing, Barbi says.
You can introduce nail services with a simple polish change then gradually add
more services, Barbi suggests. OPI GelColor is as easy as polishing nails and available
in colors that your clients are already familiar with, making it an easy add-on service.
Before opening her own business, Artistic Nails in Fontana, CA in 2008, Muoz worked
in a variety of settings, including a high-volume dedicated nail salon and part-time in a
full-service salon. She recommends that kind of experience for nail techs just starting
out. I tell my students to try everything, Muoz
says. Doing nails at elder care facilities, on
cruise ships, in a spa... There are always people
on social media looking for mobile techs to do
special events. Sign up for everything.
And dont forget about retail, which Barbi
calls techs and salons most often missed
opportunity. Many nail techs dont feel
comfortable about selling to their clients,
she says. But remember, your clients rely on
you to keep their nails healthy.

Any salon can benefit by increasing profits, expanding

clientele, and expanding its service menu. Nail services
represent a prime opportunity.

PHOTOGRAPHY: MICHELLE KIM FOR OPI

Nail the latest trends to increase profitability at your salon.

CALL 800.341.9999 OR VISIT OPI.COM

OPI GelColor
Weeks of shine-intense wear
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FIND MORE STARLIGHT INSPIRATION | OPI.COM
Model is wearing CENTER OF THE YOU-NIVERSE and I DRIVE A SUPERNOVA
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Why repair something

if it doesnt last?

INTRODUCING LORAL PROFESSIONNELS 1ST LONG-LASTING

HAIRCARE SYSTEM FOR DAMAGED HAIR
UNIQUE LOYALTY-BUILDING SYSTEM
IN-SALON: Initiate haircare treatment with the innovative service.
FOR YOUR CLIENT: Reactivate salon treatment at home
with the retail system to prolong results.
Damaged hair is optimally conditioned for up to 6 weeks by
using the Pro Fiber retail system continually, plus Pro Fiber
Re-Charge every 4th shampoo for 6 weeks.
85% of women were satisfied, in a consumer take home study.
APTYL 100 Technology: Innovative Damage Repair Molecule

An innovation exclusive to hairdressers.

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LORAL PROFESSIONNEL
Official Retail Sponsor of Better Business

Quest for Buyer

A St. Louis salon group finds the key to effective retailing.

Instead of
a shotgun
approach to
retailing, try
focusing your
resources on one
or two brands.

americansalon.com

SUCCESS IN RETAILING IS a goalpost

that keeps moving. No matter how well
youre doing, theres always more to
achieve. Dominic Michael Salon, with
two locations in St. Louis, has been more
successful than most at capturing the wily
retail dollar. Owners Dominic Bertani and
Catherine Wilson say its all about loyalty.
Were very brand exclusive, says
Wilson. The salons only carry LOral
Professionnel and Krastase, which Wilson
says gives her stylists a solid foundation.
They know the products inside and out
so they can fully recommend without
feeling like a product pusher, she
explains. A shotgun strategy of carrying
many brands dilutes the significance of
each, says Bertani, while also diminishing
the credibility of stylists recommendations.
Focus your resources instead and see
what benefits come from that, he says.
That loyalty extends to Dominic
Michael associates and staff, who are fully
supported with promotions and programs
that help them succeed. We make sure
the staff recognizes how retail sales
impact their earning potential, and enable
them to track sales daily, says Bertani.
That compensation is generous, with a
sliding scale that goes up to 22 percent
of product sales for those who retail in
excess of $1,000 in a two-week period.
We have quite a few stylists who hit that
top level every time, says Wilson. It also
includes prizes in the form of educational
travel, which fosters a healthy spirit of
competition, and meetings where stylists
are recognized for hitting personal bests.
Effectively promoting retail deals to
clients is another way Bertani and Wilson
give stylists an assist when it comes to
retailing. A recent email blast to existing

clients promoted the launch of LOrals

Pro Fiber line by offering complimentary
backbar treatments and special pricing
on retail home care packages. We had
amazing results, Wilson says. I sent the
email from my office and by the time Id
walked to the front desk, all four lines
were lit up with clients wanting to book.
The salon also has a private Facebook
group where it posts marketing pieces

Dominic Michael salons have attained LOral Black

Elite status for their achievements in retailing.

that the staff can share on their own

social media sites, taking ownership of
the promotion to their clientele but with
messaging that works for the salon brand.
Finally, theres loyalty to the
community. The salon is a regular
fixture at local fashion week shows and
charity events, creating goodwill that, if
not directly translatable to retail sales,
certainly elevates the reputation of the
entire enterprise. Says Bertani: Were very
present in the community, promoting our
services, our stylists and our products in a
way that supports our brand.

professional

beauty
association

THE BUSINESS

of Beauty

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SALON & SPA GUIDE TO COMPENSATION

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HOT TOOLS
Official Tool Sponsor of Better Business

Tis the Season

Holidays are usually the busiest times in a salon, so its important to
capitalize on the season, esecially around Christmas and Valentines Day.
DETRA SMITH, ARTISTIC DIRECTOR at Helen of Troy, explains how

Hot Tip

PACKAGE A TOOL
with a couple of
styling products like
a thermal setting
spray and a finishing
spray and sell as
a bag deal. By
spending the few
extra minutes on
the guests finished
look, you can show
her what she can do
with the tool and
products at home.

to maximize your time behind the chair while moving more tools off
the shelf. Stylists are booked heavily during the holidays, but their
salon guests want a little more styling
for special events, so the Hot Tools XL
Curling Iron can be a great time saver.
A stylist can take larger sections of hair
because more hair fits around the barrel.
Whats more, the spiral shape of the
curls can be separated and shaken loose
or brushed to create soft waves. Smith
also keeps a couple different sizes of
Hot Tools gold irons on her station for
shorter hair or for touching up the ends
on long hair.
She usually adds a few curls or
waves on the surface if time is limited
but wants to make a guest feel special.
A lot of clients leave the salon and post
selfies or comment on their social media
platforms, which sends new guests into
the salon without costing her anything
but five extra minutes.
Spring is an ideal time to use different
tools theres Easter, Mothers Day,
proms and weddings. Valentines Day
brings a lot of women into the salon to
look special. Smith is busier than ever now that so many people post
pictures from nights out, family gatherings and community events.
She uses this influx of new clients to talk about retail products such
as tools. Stylists who talk about what they are using, says Smith,
will easily sell retail products.
The Hot Tools XL
Curling Iron is great for
creating sophisticated
holiday looks such as
the loose waves this
model is wearing.

americansalon.com

MILLENNIUM SYSTEMS
Official Technology Sponsor of Better Business

Growing Strong
Pay attention to these top five growth indicators and learn how to use
technology to better manage your business.

These are
forwardfocused
growth
indicators
that help
predict future
revenue and
growth.
John Harms

IMAGINE THE WORLD before Facebook,

Instagram or Twitter. Hard isnt it? Technological
advances have come at lightning speeds over
the past 10-20 years. Specifically in the beauty
industry, advances in technology have allowed
for more effective client booking, inexpensive
and convenient promotion of services and more
efficient and user-friendly ways to track salon
metrics. There are so many options to choose
from when it comes to management software,
but one company that has made a name for itself
is Millennium Systems International. Founder
and CEO John Harms started writing software in
1987 at The Village Salon in Tannersville, PA. He
later created the first appointment book module
for the beauty industry, which put the company
on the map.
Now Millennium Systems offers a lot more
than appointment booking. Harms and Robert
Maconi, Vice President of Enterprise Salesa
division of Millenniumtalk to salon owners
about growth indicators such as how many new
clients a month they attract and how they can
increase their average ticket revenue. These
are forward-focused growth indicators that
help predict future revenue and growth, claims
Harms. Focusing on these predictors of growth
can help your business stay competitive.

Top Five Growth Indicators

NEW CLIENTS PER MONTH You need

new clients to replace those who move

or no longer come in. Its important to track

that movement. If you see the numbers
dropping, its a good indication that either
your marketing isnt working or you have a
reputation problem.

NEW CLIENT RETENTION The industry

average is only 35 percent of clients who

come back a second time. By the sixth visit,

only eight to 12 percent of clients come back
again. Weve proven that by looking at data
from a thousand salons.

3
4

REPEAT CLIENT RETENTION The goal

should be 85 percent.
FREQUENCY OF VISITS Its the one
growth indicator that allows us to

immediately help salons to realize a 15 to 20

percent growth in 90 days. Frequency of visit
average for hair services is five times a year.
The goal should be eight.

AVERAGE TICKET Learn what your

average ticket is and try to increase it in

$5 to $10 increments per guest by suggesting

conditioning treatments or upselling services.

americansalon.com

Visit harms-software.com to find

out more about how Millennium
Systems can help your business.

Salon software that understands you.

Here it is. The most beautiful sofware made for the most beautiful industry.
As we designed Meevo, we focused on the lives it would impactyour clients, your stylists,
your managers, YOU. We brought everything to the table and delivered it.
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CLOUD APPOINTMENT BOOK REGISTER INVENTORY GOALS

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SURETINT TECHNOLOGIES
Official Hair Color Sponsor of Better Business

Both Sides Now

A new tool helps colorists make peace between conflicting impulses.

Clients feel
more like
theyre a
part of the
process
and that
gives them
confidence in
the stylist.
Beth Christie

americansalon.com

Theres a war going on inside every

colorists head. The right brain is the
artist; it just wants to create. Meanwhile
the left brain is fretting over formulas,
measurements and calculations, all the
while shouting at Right Brain, Why
didnt you take better notes?
Lets face it: the artistry is the fun
part, but keeping good records is
essential to the business of beauty. Not
only does it enable colorists to repeat
color results with accuracy for returning
clients, it helps salon owners manage
their inventory of hair color and supplies
and cut down on waste.
Suretint Technologies recently
introduced Mia (My Intelligent Assistant)
as a way to answer those concerns. The
Mia Salon System is a software suite that
captures detailed historical color data
for each client, then sends formulations
based on the current color service to a centralized dispensing station. The
Mia App delivers the same functionalityminus the dispensing station to
independent stylists, suite owners and renters.
The reaction has been overwhelmingly positive, says Suretint Executive
Chairman and CEO Beth Christie. Until now theres never been a tool that
has captured dispensed usage as it happens. She adds that the system also
gives salon owners a way to manage
color dispensing and inventory by
collecting usage data.
Most colorists do keep notes. The
benefit of doing it in an electronic
format is convenience. A system like Mia
puts the clients formula history at his
fingertips. Now when a client says, We
did a summer color on me two years
ago that I just loved, the colorist doesnt
have to search for notes or pretend she
remembers what she did, says Christie.
Mia is accessed chairside via mobile
touchscreen tablets, which Christie says enables colorists to be more engaged
during the all-important consultation. The colorist seems more professional;
it increases clients trust; and clients are more satisfied with the results, she
says. Clients feel more like theyre a part of the process and that gives them
confidence in the stylist.

BELOW: A
touchscreen menu
from Mia, the
software/app that
keeps a detailed
color history for
every client.

Every professional needs

a great assistant.
I N T R O D U C I N G

( my intelligent assistant )
You Do The Magic. Mia Does The Math.
Your Business Benefits.

The multi-platform salon software and app that supports

and celebrates a colorists artistic magic and creativity:
Captures and records detailed client hair profiles and formulas
Computes the math automatically and...
Sizes the exact amount of hair color and developer to dispense
for every service type!
Accurate, repeatable color results every time
The Mia reporting portal provides invaluable, dynamic dashboards
that give you a real-time view of your color business accessible
from any Internet-connected device.

Who wouldnt want a personal assistant like Mia!

30-Day FREE Download

Go to: its my

mia.com or Mia 4 Salons.com

2511 Technology Drive Suite 103, Elgin, IL 60124 USA

877.820.1656

COLORPHLEX
Official Color Additive Sponsor of Better Business

It All Adds Up
TOP RIGHT:
ColorpHlex
packages its
professional
products in a
convenient salon
kit. BELOW:
ColorpHlex was
added to the color
formula to make
this look pop.

americansalon.com

PART OF DEVELOPING A lucrative

business is to understand top line sales
strategies. For example, add-on services
are one area where salon owners can be
growth focused. However, just adding
new services to the menu isnt enough.
Salon owners need to do research to
gather information such as the overall
cost of service, client needs and staff
support. The good news is some add-

on services reap a lot of benefits, such

as using ColorpHlex after a cut or in
addition to color or relaxing services.
It allows us to do what we have to do
and not worry about what could go
wrong during those services, says Rufin.
Its like an insurance card allowing the
stylist to be creative within reason and
not worry about hair damage. In fact,
the company had the product tested by
an independent lab that showed that
hair bleached using the ColorpHlex
system was four times stronger than
hair that was bleached without it. Rufin
believes this product has helped her
ensure long-term relationships with her
clients. She started adding the product
to different services at her salon. Later,
she got calls and texts from her clients
asking her what she used. They also
wanted to know what shampoo or
conditioner to use to keep their hair
looking and feeling great. ColorpHlex
offers an at-home kit of products
including shampoo and conditioner
that Rufin sells at her salon. As a
business owner, selling the kit brings
in additional profit and the retail aspect
ties back into overall client satisfaction.
The price point for using ColorpHlex
as an add-on service at Rufins salon
can vary from $25-50 depending on the
length of the clients hair and whether
the original service is a cut or color. She
charges $25 for adding on ColorpHlex to
a hair cut and $50 if shes doing a color
correction. The bottom line: add-on
services can be a great way to increase
revenue and customer satisfaction.

PHOTOGRAPHER: FUMI EGUCHI; HAIR: LUNATIC FRINGE ARTISTIC TEAM

Janet Rufin, owner of Janet Rufins Parlor in NYC and a ColorpHlex

educator spoke to us about how this system increased her add-on revenue
as well as the numbers of satisfied customers returning to her salon.

To Connect
and

SERVE

KEYS TO CASHING IN ON
TODAYS RED-HOT SERVICE
CATEGORIES

Galvanizing Nails
Whats driving it: Advances in nail technology,
including gels and quick-drying, long-wearing
lacquers; social media, especially Instagram.
How to cash in: Lose your hair-centric P OV .

"Nail pros today are earning more money than they ever dreamed possible," says
CND founder Jan Arnold. "Those who stay current with advanced education can
make a six figure income, which rivals the best stylist in any service category."

americansalon.com

BRINGING IN NAIL SERVICES is both

easy and profitable, according to
CND founder and Style Director Jan
Arnold. Recruit, hire and train a great
nail pro with a cool look and a great
personality. Thats all you need! she
says. Unlike adding a styling chair,
space and equipment requirements for
a nail station are minimal.
The best way to expose clients to
new services is for the full salon team
to wear them, Arnold adds. Consider
a client is getting a haircut and notices
her stylists cool nails. The stylist raves
about her 14-plus day-old Shellac mani
that still looks brand new. Sold!
Arnold also recommends
reconsidering the concept of
downtime, saying clients canand
shouldbe offered a variety of nail
services while waiting for hair color to
process or extensions to be applied.
Its the ultimate indulgence of time,
which today is real currency, she says.
Fashion continues to drive new
ideas for texture, finish, length and
shape to complement the seasonal
silhouette and serve as the ultimate
accessory, Arnold adds. Repeat visits,
either weekly or every other week,
open up possibilities for salons to
cross-sell services and to expand retail.

The Age of Anti-Aging

Whats driving it: An aging population; a greater
awareness of anti-aging products, courtesy of the internet.
How to cash in: Demo, sample and prepare your pitch via
education and training.

ANTI-AGING TREATMENTS FOR HAIR, from those

that address breakage and lack of shine, to thinning
hair remedies, are big business. Andrew Carruthers,
education director for Sam Villa, says social media is
a big driver of demand. Clients are being inundated,
he says, adding that hes seen a huge uptick in clients
proactively asking about anti-aging remedies. He
says that requires stylists to be on their game. We
have to be ready and armed with information about
professional products, their ingredients, and why
theyre more effective, he says.
Carruthers recommends bringing up anti-aging
treatments as preventative medicine to avoid

offending sensitive clients. At Lunatic Fringe, the Salt

Lake City salon Carruthers calls home, stylists work
off of scripts to help them start conversations that
will lead to add-on sales, eliminating awkwardness
and helping them stay on message. Monthly meetings
and training sessions cement those habits.
Selling anti-aging skincare treatments to the
client whos come in for hair services is a matter of
making both information and product available, says
Dermalogicas Director of Global Education Annet
King. Your client has been sitting there looking at
herself in the mirror the whole time, she says. What
better time to offer a solution that will brighten,
tighten or tone her skin? Color clients are good
targets for this type of add-on, she says, because
theyre already expecting to spend and will be in
the chair for a large chunk of time while processing.
Offering testers at the stylist station, as well as minitreatments in salons where walk-ins are common, are
ways to get clients to try something new. She also
recommends broadening your thinking about the
anti-aging category. Think about starting younger,
she says. A 25 year-old already knows its time to put
an eye treatment into her routine.
ABOVE: Face mapping at Dermalogica LEFT: Express services
like Dermalogica's Age Repair Microzone treatment are gaining
popularity with clients who want to combat skin aging.

December 2015

Creating a spot for skin treatments amid a

well-stocked retail area will result in more
sales of both services and products.

Hot Hair Color

Whats driving it: New technology that opens up
options for colorists; fun trends like pastels.
How to cash in: Think about color service add-ons to
color to boost tickets incrementally.
IF THEY LIKE WHAT YOU DO, color clients tend to visit
regularly, and they tend to be loyal. That makes this
category a gold mine. (Built-in retention!) The flipside of
all that regularity is the risk of missed opportunity. If your
client isnt trying new things, youre stuck at one level of
service sales.
Andrea DeLeon, vice president of marketing for
the salon division of Kao USA (Goldwell, KMS) points
out that many colorists avoid selling add-ons for fear
of seeming pushy. Theyre also afraid of having a
recommendation rejected by the client, which can be
uncomfortable for both people, she adds. The company
came up with a simple but effective way to get the
conversation going, called upgrade menus: stand-up
cards or mirror clings at eye level at every station,
advertising services that require a small investment of
time and money but deliver high impact, such as gloss
toning or a SilkLift lightener upgrade. When a client
is in the chair, theyre
focused on improving their
appearance, so we often
find clients ask about the
menu services and for the
stylists recommendations,
DeLeon says.
She adds that salons who
have embraced Goldwell
and KMS service menus
have definitely seen an
increase in revenue and
client retention as a result.
Coco Cheveux, one of our
top salons in Portland, ME,
experienced a 20 percent
increase in service revenue
once they began offering
the menus, and they sell on
average 27 upgrade menu
services per day, says
DeLeon. Just as important,
their re-bookings jumped
from 19 percent to 45
Goldwells upgrade menus,
percent, which shows how the
placed at the styling station, are
upgrades were contributing to a
designed to prompt clients to ask
positive client experience.
about add-on services.
americansalon.com

The Skin(care) Game

Whats driving it: Millennials
looking for an experience that
fits their lifestyle.
How to cash in: Let your salon
vibe work for you.
RECOGNIZE THAT THE salon
skincare client is not looking for
the same experience as the spa
client, says Repchage CEO and
founder Lydia Sarfati. The salon
atmoshperefun, energetic, social
is what your clients expect, so dont
relegate skincare services to some
funereal space in the back. Sarfati
recommends putting a facial bar at
the front of the store, in the retail
area. Offer express services that
appeal to on-the-go Millennials, who
often dont see the value in slowing
down for pampering. And for
heavens sake, dont insist that they
put down the phone.
Safarti also reminds salon owners
to be sure your retail area is clean,
well-stocked, well-lit and enticing
to create a service-retail-service
loop that will result in future sales
of both. Its the emotional appeal
of the environment that will entice
people and result in sales, she says.

Smooth Operators
Whats driving it:
Fashion; clients desire for
manageability.
How to cash in: Realize that
no matter who your client is,
theres probably something
she doesnt like about her
hair.
DEMAND FOR SMOOTHING
services is fashion-driven, but
Ruben BaVaz, educational
director for La Brasiliana, says
clients need for manageability
transcends trendiness. The
profitable professional always has
an answer and an alternative,
says BaVaz. Ask clients, What
difficulties are you having with
your hair? and then listen for
ways smoothing treatments can
help. Clients who don't want their
hair straightened may still have
issues with frizz, lack of shine or
manageability, all of which can be
answered by the right treatment.
Its important to really listen
to what clients are saying,
says BaVaz. Feeding back what
you hear will make your client
feel that you understand her
concerns, and shes more likely
to follow your recommendations
and be satisfied with the result.

THIS PAGE: It's not just about

straightening: Smoothing services
enhance the manageability of
hair, a key benefit for every client
regardless of her hair's texture.

December 2015

My Story
I rst performed at IBS New York
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That experience was amazing and it
started my tenure on the Main Stage
Ive been performing ever since!
Im honored that IBS New York
played a huge role in the launch of
my career. Today, I present in more
than 47 diferent cities to crowds
of all ethnicities and get to share
my creative vision with thousands
of stylists. Every hairdresser in the
world should attend IBS New York
at least once to experience everything the event has to ofer!

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SAVE $30 PER DAY WHEN YOU REGISTER BY JANUARY 4

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THE BUSINESS OF BEAUTY

LET THESE EDUCATORS HELP YOU CREATE

Your Story

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Read on to find
out about the best
practices for social
media marketing,
loyalty programs and
in-salon promotions.

Marketing
that Works
LOYALTY PROGRAMS
DID YOU KNOW? It costs a business about 5-10 times more to get a new
customer than it does to sell to an existing one? Not only that, but on average,
current customers spend 67 percent more than new customers, so your
objective should be to keep clients thinking about your salon, get them to
rebook, and reward them for spending money at your business. How? Try
implementing some of these loyalty program initiatives:

1.

Buy One, Get One Free: Speak to your product supplier to see if they can
assist you with a buy one, get one free promotion.

2. Girls Night Out: Pick your slowest night at the salon and offer free

3. 20% Off Any Additional Services: When a client is sitting in your chair

and they say they have time to kill, offer 20% off any additional services
that they normally would not have booked.

4. Use a Point System: This is the most common loyalty program method,
but also the most effective. A point-based promotion can be: Try our
manicure service after your haircut and get, say, 1,000 points.

5. Free Haircut or Color With Fifth Visit: You must have a system to keep

track of this (such as salon software) but what a nice thing to keep your
clients loyal.

6. VIP Membership: Reward your customers who have been with you

for more than, say, three years. VIP members usually enjoy a certain
percentage of products and services as well as a few other perks.

americansalon.com

PHOTOGRAPHY: VEER (LEAD SHOT)

John Harms
from Millennium
Systems International

services or product promotions. Give out invitations to your clients and

tell them they can bring as many people as they want. Have some wine
and cheese and make some nice product packages that are not too
expensive (about $20 and under).

IN-SALON MARKETING

Scott J Buchanan
of Scott J Salons
and Spas in
New York City

Well take a picture of

the mirror talker image
and post it on our
Facebook page or our
website. This helps get
the promos to a
wider audience.

A SPA PROMOTION THAT worked well for Buchanan was a kit of customized
skincare products from Aveda worth a value of $40 that clients received as a
complementary gift with a facial if they booked in February (a slow month). The
kits cost Buchanan $20 each, but the goal was that clients would fall in love with
the products and buy more. Making a small up-front investment in a promotion is
necessary to eventually draw in more revenue, he says.
HE RECOMMENDS

When you start your business, you should do a lot of external marketing such as
newspaper, radio, online and print advertisements, but once youre more established,
in-house marketing can be the cheapest, most powerful form of marketing.
Continually analyze quarterly or bi-yearly data and then use that information to
touch base with staff at weekly meetings to discuss strategies to improve numbers.

HIS BEST ADVICE

Offer a color promo and gift a shampoo and conditioner with each service. (You
can even use smaller sizes depending on your profit margin).

Use prebooking promotions such as raffles for prizes during the holidays to get
clients booked for the months of January and February.
Use your database to cross-promote services within your business, for example,
reaching out to spa clients who have never had hair color.
Use in-salon signagesuch as mirror clings at stylist stations and in bathrooms
that help guests create a conversation with their stylists. These signs can be used on
every station to help raise awareness of in-house promotions. Think of it as part of
your total marketing package.

Bigger Not Better

When Elaine Travis was just 22 years old, she

opened her first salon, Splash Hair Studio. That was
in 1989. Flash forward to 2004 when she decided to
open a second location because her original salon
had been so successful. That should have been a
cause for celebration, but Travis soon discovered that
she had created a culture of dependence at Splash
and as she focused more of her time on growing her
second business, everything was going wrong at the
first location.
Later, at a Stress Management class at Canyon
Ranch led by Beth and Carmine Minardi, Travis
learned a valuable lesson about fear and inaction.
Carmine asked her What would you do about
this situation if you had absolutely no fear of the
outcome? Without a moment of hesitation she told
him she would close her original location and let
everyone go. Sounds scary right? Well, that decision
primed her for future success. What she learned
was that you can never change people. They have

to want to change, so cultivating a staff that shows

a willingness to grow and improve should be the
goal. Recently, Travis rebranded her salon as Luxe
Color Lounge and decreased her staff from 10 to five
people, only retaining those who showed initiative
and didnt need to be micromanaged. More staff
does not mean more income, says Travis. The
takeawayalways aim for quality over quantity.

December 2015

Bradley Tuggle,
owner of BOHO
Salon in downtown
Greensboro, NC
and Farouk Systems
Educator

SOCIAL MEDIA AND MARKETING

It doesnt matter if
youre one salon or
a chain, market like
youre big.

WHEN TUGGLE OPENED his salon in Greensboro, NC he wanted to make

a big impact, so he followed the example of big brands. His motto: It
doesnt matter if youre one salon or a chain, market like youre big.
Top Five Tips for Online Engagement

1. Create your own #hashtags.

2. Make sure every post is representative of your highest standards.
3. Put logos or watermarks on your photosthis sets them apart from
amateur photos.

4. Never post anything negative and dont air your personal business on
your social media pages.

5. Touch the emotions of your clientele. Make people want to be a part of

your salon. Its all about what sets you apart.

Marketing Through Promotions: The Dos and Donts

Create engaging promotions that promote your salon on Facebook such
as giving away a complimentary shampoo and conditioner to any customer
who shows the Facebook ad to their stylist. This helps track the success and
engagement of your Facebook ads.
Never discount services. When you discount your services you discount
yourself.
You cant have all good without bad. Failure happens. Its how you deal
with failure that sets you apart.
Encourage your stylists to share each others work on their social media
platforms. One persons friend list is not as effective as the whole staffs
friends list.

TRACKING YOUR PROGRESS

Salon Iris, a salon and spa software program from DaySmart Software Inc., can help owners
understand how to efficiently track referrals, rebooking metrics and retail sales. All data are
easily accessed within the software and owners will find that the program can support their
strategies for growth and measure their success with advanced reporting resources.
americansalon.com

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Culture Club

The term salon culture has been bandied about for years, but what does it
mean and why is it important to you as a salon owner?

hink about what

you believe in
your core values
and the standards
by which you do
business. Quite
simply, its the things
that make your
business special.
Malcolm Gibbons,
a salon business
coach and founder
of Shock Consult,
defines salon culture
like this: Its the
way you behave and
act in relation to the
work you do. More
important perhaps, if
you havent thought
it through, it could be
sending the wrong
message to your
customers. Think of
your salon culture
as the guiding hand
that motivates and
inspires your team.
Maybe its providing
opportunities for
continuing education
or creating an
enjoyable atmosphere
for both clients and
stylists. To help you
get started, we talked
to some salon owners
and managers who
have it all figured
out. >

americansalon.com

CULTURE: BRAND PARTNERSHIPS

WHO LErin Stortz, general manager

of Matthew Morris Salon and

Skincare
WHERE Denver, CO
WEBSITE matthewmorrissalon.com
AFTER YEARS OF USING the same
color line, Matthew Morris decided to
switch to LOral Professionnel. What he
discovered was that the company greatly
supported his team during the transition
and gave him the necessary tools to grow
his business. Now a Black Elite salon (a
designation based on how much product a
salon orders each quarter), Matthew Morris
Salon and Skincare gets more access to
education and more points to use toward
tools, classes and other perks. We take
pride in our business culture, says LErin
Stortz. We speak with one voice.

RECOMMENDATIONS
Avoid oversaturation of different
brands. If you carry too many brands,
youll never have a cohesive culture in
the salon.
Think of your relationship as a
partnership. Ask how you can represent
the brand in the best limelight.
PERKS
Morris bought a second building and
increased his team from 21 to 55. The
whole location was designed with
education in mind; workstations can
easily be transitioned to accommodate
a larger classroom setting. Called SOHO
Central, its now the third flagship LOral
Professionnel academy in the country.
Because of the academy, says Stortz,
other stylists are hearing about our
company, which gives us good exposure
nationally.

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Take Five
MALCOLM GIBBONS, a
salon business coach and
founder of Shock Consult,
stresses the importance
of incorporating these five
critical points into your

CULTURE: TEAM BUILDING

WHO Mo Elkurdi, owner of BH Hair Studio
WHERE Katy, TX
FACEBOOK BH Hair Studio
FOR OWNER MO ELKURDI, team building establishes relationships
that break barriers, promotes creativity and continues to motivate team
members for more than just a paycheck. One team-building opportunity
that ties into the salons continuing education focus is the opportunity to
attend classes at TIGIs Learning Lab in Dallas, TX, and at its New York
Academy.

salons culture:

1
2

INTEGRITY Always speak

the truth and deliver what

you promise.
EXCELLENCE Good
enough isnt good

enough. Deliver products

and services that that exceed
expectations.

TEAM BUILDING IDEAS

Build a leadership team that inspires others on a daily basis through

and empower others by what

transparent communication.
Offer monthly contests and quarterly rewards in a spirit of friendly
competition that builds camaraderie and motivates staff.

you say.

COMMUNICATION
Be positive when you

communicate with your team,

4
5

EDUCATION Be flexible
enough to change things

if they arent working.

CULTURE: ATMOSPHERE
WHO Tami Sprintz Hall, owner of
Escape Day Spa and Salon
WHERE Nashville, TN
WEBSITE escapespaces.com
CREATING AN ENJOYABLE ATMOSPHERE
for employees and hiring for passion is another
way to build a strong salon culture. Tami
Sprintz Hall started the tradition of having pizza
delivered every Friday since that tends to be their
busiest day, making it difficult for stylists to take
a lunch break. Hall says she can feel a palpable
buzz when she walks into the color room where
stylists are quick to share ideas and inspiration.
In fact, the cooperative spirit is so strong that if
one stylist is overbooked, another one will take
over. Our team is a really strong family, she
says. We even celebrate holidays together.
americansalon.com

TEAM WORK Be a team

player and do whatever

you can to resolve problems.

Instant Access
Anytime, Anywhere
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Sage Advice

We talked to a few of the most

iconic hairdressers in the industry
about how to run a successful
salon business.

RODNEY
CUTLER

VAN
COUNCIL
THE FASHION DIRECTOR OF Intercoiffure America/

Canada, Van Council and his brother Michael

launched the first Van Michael Salon in Atlanta,
GA in 1984. Currently, there are seven Atlanta
area Van Michael Salons with 370 employees
that service over 100,000 clients.

His Top 10 Tips for Salon Owners

1. Continually invest in your staffs

APPEARING REGULARLY ON the Rachel

Ray Show, as well as traveling the

country giving lectures on the fusion
of fashion and beauty, Rodney Cutler
has made quite a name for himself
(he owns four salons in NYC. We
talked to his salon manager, Jeff
Vicente, to get to the heart of what it
takes to run a successful salon.

education.

2. Continually invest in your locations;

remodel minimally every five years.

Remember

3. Dont get complacent; there is always

room for improvement.

your true

4. Never stop recruiting new clients.

5. Never stop recruiting new staff; attend

worth is

career fairs, attend and participate

in local shows to keep your name
relevant.

determined
by how

6. Create a culture that drives success;

much more

reward achievements, instead of

scolding bad behavior.

you give in

7. Create and enforce minimum

value than

requirements for service and retail for

measurable results.

you take in

8. Use Zeezor to track your numbers.

9. Align yourself with a great product

payment.
Van Council

americansalon.com

2. Be aware of your service

providers individual progress
to gauge when they are
due for price increases/
commission raises.

3. Communicate with your

vendor at least quarterly to

find out what new products
are being released and how
you can best leverage their
launches into retail sales.

company like Aveda that shares your

same vision and values and supports
you every step of the way.

4. Schedule product knowledge

determined by how much more you

give in value than you take in payment.

5. When your stylists fall in love

10. Remember your true worth is

1.

His Top Five Tips for

Successful Salons
Have consistent, ongoing
meetings with every service
provider on a monthly basis
going over client metrics,
retention rates and retail
sales.

Want to learn more from Van? Find him at the Serious

Business conference in New Orleans in January 2016.

sessions around every launch

to make sure your staff is
informed and educated.

with a product they come

across as authentic and not
sales-y.

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