Beauty Launchpad Magazine

DEC 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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36 | BEAUTY LAUNCHPAD | DECEMBER 2018 Live & Learn/Business Affairs some Oribe salons have leveraged Gold Lust Pre-Shampoo Intensive Treatment, presenting the product to waiting clients on a luxe tray and applying it before the consultation even starts. "Experience is a huge component of what shoppers are looking for, now and in the future," Alcala asserts. "Retail is all about elevating that experience—not just giving the client a cut and color, but also expert advice to maintain her look, and multiple looks, between appointments. And luxury products, with amazing scents and packaging, offer an experience in themselves, helping your service become that much better." GETTY IMAGES; COURTESY OF ORIBE GET YOUR PHD. … HYPOTHETICALLY. We've all heard the refrain countless times: "I'm not a salesperson." The good news? You don't need to be. Instead, stylists should think of themselves as hair doctors—carefully curating a client's tool and product picks on the day of service and recommending what will best maintain those results between appointments. AVOID THE OBVIOUS. Retail suggestions shouldn't feel like an afterthought or obligation, tossed in at the end via a single dreaded question: "Do you need any product today?" Instead, subtly weave product suggestions and information into the service itself at appropriate moments. "We recommend looking for key touchpoints—various times when you can educate clients on what you're using and what you're doing—versus a sales-y approach at the end of the service," Kryzer advises. RALLY THE TROOPS. Retail is everyone's responsibility, from the front desk team and stylists to owners and managers. Look for every opportunity to educate clients—at check-in and the shampoo area as well as during consultation and service. PROVOKE PRODUCT TRIAL. If your retail area collects more dust than client interest, it's time for a change-up. Feature new products or highlight staff faves with eye- catching signage. "Beauty is still the behemoth when it comes to trial, and these tactics help encourage trial while adding to the overall experience," Alcala relates. The Experience Element

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