Beauty Launchpad Magazine

AUG 2018

Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.

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Page 111 of 126

AUGUST 2018 | | 109 FORGE LASTING CLIENT RELATIONSHIPS. VIVIENNE MACKINDER, founder of HairDesignerTV and Joico guest artistic director @viviennemackinder "Forming a lasting stylist-client relationship starts with the consultation. I view it like going to the doctor. First you sit in a waiting room fi lling out paperwork—which can be tedious. But that creates an invaluable chart of information your doctor reviews before entering the exam room, so by the time you're talking he already knows about your needs and who you are. After 26 years in the beauty business, I've created my own paperwork for hair. Guests answer questions about time and money: How much do you want to spend on hair? How frequently do you get cut or colored? Writing out this information is an elegant solution to what I've learned can be an awkward in-person conversation. I ask a woman to describe her style: Are you boyish, cute, girlie or glamorous? That informs how I'll cut and style. If you don't ask the questions, you won't have answers to the problems that pop up now or in the future, and the way to create a permanent client bond is by solving such tress issues." OPEN A SALON. COLIN CARUSO, John Paul Mitchell Systems artistic director of hair color @colincaruso "First, invest in your water heater, air conditioning unit and a good accountant. It seems simple, but these components are vital for the success of a salon business. Next, be a leader prior to launching. If clients aren't following you now, either in real life or on social media, they won't automatically start doing so just because you've opened shop. Save your money. Oftentimes entrepreneurs spend all they've got on making their dream salon look the way they long envisioned, but you'll need a cushion to fall back on. Take out the emotion. Invest in areas where you feel confi dent about seeing a return. Remember that your salon handbook will never be completely written. Fashion fresh systems to handle new problems as they arise. You won't always have the same team you kicked off with on day one. It's important to break bad patterns: Don't let old grievances recur with new employees. You can make mistakes, but you can't make the same mistakes again and again. Guests don't expect perfection every visit, but they do demand evolution from their stylist. And stay current. It's easy to get old behind the chair—and I'm talking about mental acuity, not aching backs or creaking bones. The reality of our tech age means that guests may occasionally know more about our industry than we do, but the worst thing in the salon is having a regular ask for a color trend you don't know how to execute. Always be a student, even after you've become the boss." CULTIVATE A STRONG STAFF. ANTOINETTE BEENDERS, Aveda global creative director @antoinettebeenders "Understand this: Whatever you put in will come back. That adage is very true. Whether in one year or 10 years, you'll get a return on your investments. And what better place to devote time and energy than in your team? Include staff and stylists in conversations about brand building. Collaborate together, because good ideas can come from anywhere. If you can make employees feel like they're part of a vision that refl ects their unique contributions, they'll respond with loyalty and pride. Further, invest in education. Instill a training program that covers technical craftsmanship, along with skills like customer service, communication and retail. Apart from doing great hair and serving as an inspirational source to those who work with and for you, you must likewise put your focus on the bottom line in order for your new shop to succeed. You could be an incredibly talented hairdresser, but without business savvy you're setting yourself up to fail. Starting a salon isn't just about providing stellar cuts and services. You need a strong support network of people who have your back." COURTESY OF INDIVIDUALS

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