Beauty Launchpad Magazine

DEC 2017

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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40 | BEAUTY LAUNCHPAD | DECEMBER 2017 Live & Learn/ Quick Tips The holidays may be one of the busiest times of the year in the salon, but they also can be the most fun. Creating a warm and welcoming environment will enhance the mood of your employees and clients, not to mention that your business will appreciate the extra revenue. Here, seasoned pros share how they get their salon into the holiday spirit. —KAMALA KIRK Spread Good Cheer GETTY IMAGES; HEADSHOTS CLOCKWISE FROM TOP LEFT: COURTESY OF UNITE; COURTESY OF MATRIX; JENNIFER O'DELL; COURTESY OF EUFORA; JOSHUA SHULTZ THROW A PARTY. What better way to embrace the season than by hosting a shindig at your salon? "In December, try to host evening events, preferably at the start of the week," advises UNITE founder Andrew Dale. "Invite your best clients and offer them wine and cheese— make it festive. During the event, have your holiday promotions ready to sell, whether it's blowdryers, fl at irons, liquid products or other types of gifts." To encourage purchases, be sure to give demos with the products, and offer gift-wrapping services as well. "Incentivize your team that if they reach a goal in retail sales, you'll host an even bigger party for them to kick off the New Year," Dale adds. OFFER SALES-BASED INCENTIVES. By motivating your staff to sell more, salon revenue will increase and employees will go home with more cash in their pockets—a win-win situation. "When it comes to the holidays, we pre-plan our events quarterly," says Matrix artistic director Robert Santana. "This consists of promotions focusing on the holiday. These promotions vary from featuring product discounts to staff and sales incentives to drive profi t. We select a goal commission based on sales for individual needs and tools for highest sales." TREAT YOUR STAFF. The team at Marco Pelusi Hair Studio in West Hollywood, CA, looks forward to the annual holiday brunch that owner Marco Pelusi puts on for them. "You can also support and build relationships with other local businesses by doing this," Pelusi remarks. "Let them know you're bringing a large group and work with them to accommodate your party properly." In addition, he recommends gifting each staffer with a present to thank them for their hard work and loyalty. CREATE A FESTIVE ATMOSPHERE. To get employees into the seasonal spirit, Hasblady Guzman, owner of Bokaos Aveda Salon in Pasadena, CA, goes all out when it comes to decorating her salon. "I buy a 20-foot Christmas tree that we all decorate with ornaments from Barneys New York," Guzman explains. "I cook mulling spice in the microwave so the salon smells good, play holiday music, and serve apple cider and mimosas with pomegranate seeds in them. I also bake fresh bread pudding every Saturday, which my staff and clients look forward to." The icing on the cake? She gives out holiday bonuses— the ultimate way to show gratitude to loyal staff. CLIENT APPRECIATION. We mustn't forget about the individuals who drive salon business—the clients. Eufora stylist Joanne Rempel, who owns Colors Beauty & Wellness in Winnipeg, Manitoba, Canada, hosts a holiday gathering where her entire team can mingle with salon guests in a festive and informal atmosphere. In addition to showcasing holiday hair and gift- giving ideas, Rempel presents clients with special gift bags as a token of her appreciation. "Typically we include a few strategic samples and a gift card for a complimentary treatment with any hair service during the holiday season," she enthuses. "Ultimately we want to thank our clients, but of course, the opportunities to pre-book appointments, sell gift certifi cates and showcase our holiday offers are likewise top of mind!" Andrew Dale Robert Santana Marco Pelusi Hasblady Guzman Joanne Rempel

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