Thinning Hair - Stylist and Salon Newspapers

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I.C.O.N. Expo Comes to Bellevue Exclusive Salon Products, a Northwest hair care products distributor and educator, announces the first ever I.C,O.N. Expo, November 7 and 8, 2010. I.C.O.N. Expo is a first-of-its-kind two-day event for salon owners, managers and stylists featuring seminars, demonstrations and instruction by industry experts. Held at prestigious Bellevue Club, I.C.O.N. Expo has all the ingredients to make it a spectacular event. Salon Owners and managers attending I.C.O.N. Expo will learn business strategies that will build customer loyalty, reveal new billable services and treatments and increase retail sales. Stylists will learn how to expand their artistry, inspire their creativity and spark their enthusiasm with hands-on demonstrations and workshops. Diann Kincaid, President and founder of Exclusive Salon Products notes, “ICON is a unique company with amazing products and business philosophy. To have the genius and passion that started it all, here in the Northwest is truly incredible.” The genius and passion that Kincaid is referring to are I.C.O.N. cofounders, Jorge Rubin and Chiara, who will be leading the events at I.C.O.N. Expo. I.C.O.N. Expo will offer two full days of training. Day 1, Beyond Retail, November 7, is designed for salon owners and managers and will be lead by Jorge Rubin. Beyond Retail is a business awakening that takes you to amazing places offering nearly limitless opportunities for success. Designed for salon owners and managers, Beyond Retail is dedicated to making your good business, a great business. Jorge will give revealing insights and strategies that will strengthen the four vital areas of your salon – front desk, care bar, chemical room and retail. Day 2, Liquid Fashion, is designed for stylist and features Chiara, a gifted hairstyle artisan and renown architect of I.C.O.N.’s EcoTech product formulation philosophy and process. Chiara will demonstrate how to take style from day to evening to a nighttime of hot with fluid styling that sets trends and creates what’s next. Liquid Fashion is hands-on styling and education that will expand your artistry, inspire your creativity and spark your enthusiasm. I.C.O.N. Expo is brought to you by Exclusive Salon Products. If you would like to register, learn more or have questions, you may give them a call at 1.877.377.5386 or visit their web site at www.ExclusiveSalonProducts.com. Discover The Need Off The Top Kimberly Johnson I was honored to be given the opportunity to publish my personal opinions via a column in the Stylist Newspapers, however, I wondered why anyone would be interested in my opinion and ponder, agree, or perhaps question their own. I was once told that every opinion is right, because everyone has one. If we did not have opinions, we would not have much to discuss over dinner, a glass of wine, or yes even at the styling station. Over the next few months, I hope to share with you messages that may not always be politically correct. However, some of my experiences may give you comfort to realize that you are not the first who has struggled to handle a mistake, or even a success, in a graceful way. I believe that, if you work on yourself, then you will be able to give unconditionally to your personal and career life. “Self Empowerment” is critical in leading a full life. To give you insight into my credentials, I will begin with the fact that I am almost 40 and not sure how I feel about it. However, I am sure that my journey thus far is one that I would never change. My father was an officer in the U.S. Air Force and the majority of my childhood was spent in the Philippines. In middle school, we returned to the Hawaiian Islands, where I lived until high school graduation. My wonderful childhood allowed me to gain the key foundations that I apply to the way I live my life, foundations that I hope to share with you throughout the year. My college education was at Portland State University in Oregon, with the belief that I would become an accountant. This was not because I was great at numbers, but because I thought that accountants wore cute suits and carried official briefcases. After I barely posted a C in my first accounting course, I realized I had better re-think my strategy. I quickly found advertising and general business to be my forté. The humbling experiences that helped to shape these decisions and my life are some I hope to share with you. Graduation came; I needed a job, so I was off to my first stint in an advertising agency. It was a sexy job, but I could not figure out how to make money at it. So, on to my next endeavor, which was copier sales. All I need to say is, “really?” Yes, “really.” Sales and managing a Xerox dealership came next. Selling copiers may not be the most interesting position to flaunt at a cocktail party; however, it was a learning experience in customer service and persistence, besides the benefits of working for a solid company. The amazing training will stay with me always which brings me to the first key lesson I learned. Discover the “NEED” I have had the good fortune to work with some very astute managers, while opening three salon spas throughout Portland, and currently acting as the Director at Aveda Institute Portland. Many of these opportunities came my way because of my constant belief in finding the “NEED.” You are often invited to become part of the solution – if you find the need. You must be genuine when listening for the need if you want to reap positive results. Do not be upset if you provide a solution that is not utilized right away, as it is only one solution out of many possibilities; however, by offering that possible solution, you have expressed your desire to participate, and you are now positioned for a positive wave to come your way. Each day, wake up and make one improvement to yourself, or even more meaningfully, to others. This often causes doors to open automatically. Our communities have a “NEED” for individuals who will put themselves on the line to see a “NEED” and not look the other way. Life is great when you choose to participate. Kimberly Johnson is a successful Cosmetology School owner in Portland, Oregon. In addition, she serves as Director of Business Development, overseeing a local 12 million dollar salon spa operation with 250 employees with four locations. To reach Kimberly email her at kimberly@avedapdx.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com 2011 2011 2010 | OCTOBER 2010 | NORTHWEST STYLIST & SALON
Marketing Straightening Services By Cindy Van Steelandt Straightening services have become one of the most popular and lucrative salon offerings of the past 18 months. In fact, in an economic period when most salons’ sales have been flat at best, straightening services have been a lone bright spot. Thanks to strong demand, primarily through clients sharing their love of the service with one another, stylists who have developed an expertise in straightening have remained busy. In fact, many have grown a specialty that fosters regular visits for professional salon services. The good news is that if you have not yet added straightening services to your menu, there is still time, as demand for the carefree hair lifestyle continues to fuel growth for the category. Once you begin to offer straightening services, you will need to develop a high-octane marketing program to get the word out about your new offerings. There are a variety of straightening systems available. Step one in your marketing campaign is to work with companies whose practices are consistent with what your brand represents. This is important because it helps set up the story you will share with your clients regarding ingredients, features and benefits. Be curious and be educated. For example, if your business is environmentally friendly, green and / or chemical free, you will want to look for a straightener that fits that message. Straightening services are lifestyle changers. Whether your clients are looking to calm a bit of frizz or completely straighten out-of-control curls, you are giving them more than straighter hair. You are teaching them faster styling and low maintenance techniques, which means they have more time every day for things that matter more. Moreover, you need not market straightening services as an all-or-nothing service. You can create a whole menu of straightening services from the full head of long curly hair to a simple bang or beard defrizzing. You can create a package consisting of the primary service and subsequent retouches, as well as the required maintenance products, and charge for your time and expertise accordingly. Here are techniques to help build external awareness and traffic for straightening services: Ring in the Holidays This is the perfect time of year to launch a new service or kick an existing offering into high gear with a new twist and to a larger audience. The reason for this is that, over the next three months, chances are you will see most of your clients for their holiday services, even if you have not seen them all year. This is the perfect opportunity to create interest in your straightening services and products. Mention them in all of your holiday promotional materials. Create signage for your counters, retail shelves, styling stations and even the restrooms to open up a dialogue about the benefits. Keep your message simple, “Want faster, easier styling this holiday season? Ask us how today!” For clients who are not willing to try something new for the holidays, encourage them to add it to their New Year’s resolutions. They can even add a salon gift certificate to their holiday wish list. The bottom line is to have conversation with your clients about your straightening services at every opportunity between now and the end of the year. Add it to the script your receptionists use when answering the phone, add it to your on-hold messaging, have assistants discuss the benefits at the shampoo bowl and stylists talk it up at the station - all within the context of solving a problem the client raises during the consultation. Take one final opportunity when you call or email two days after the service to make sure your clients are satisfied with their results. Chances are you will also have a variety of charities asking for donations for their holiday fundraisers. Take the opportunity to do good by offering gift certificates for your straightening services, effectively broadening awareness to an audience outside of your usual network. Network with your Neighbors Participate in local events where you will meet potential clients. Some of our stylist friends from New York shared that they had great success networking at their communities’ farmers’ markets or street festivals. They were able to set up a tent, hook into power and do mini consultations and swatch tests on the spot, followed with mini treatments, such as cowlick correction, bangs only or facial hair only straightening. When people saw immediate results, it created a huge buzz and they were ready to book full services immediately. The point is that you are having actual conversations with people and there is a real value in that interaction. It is also effective to select high-visibility people at neighboring businesses that target similar customers and offer to straighten their hair at no charge, provided they tell their customers who did their hair. Bank tellers, restaurant hosts, personal trainers and even church choir directors or members are in the public eye more than ever at this time of year. Communicate Regularly Depending on your community and the demographics of your current and targeted clientele, print ads, flyers and direct mail postcards might still help build awareness of your business. Yet, what is even more affordable and quick to execute are online communications – on your website, via email and social media networks. When your clients come in, collect their email addresses and have them sign a form granting permission to email them information about your services and products. At the same time, give them an updated business card that includes all your online info - website, social media addresses and blog links and invite them to connect with you. Next, stay in touch regularly. Whether it is a simple email announcement about the benefits of a new service, a custom designed “virtual postcard” or a full-blown newsletter, make sure to share valuable information and tips with them. The key is to offer more than just a sales message if you want clients to open the next email from you. Have a Personal Conversation Online Savvy salons are using social media, like Facebook, Twitter, YouTube and LinkedIn to market and share their information and expertise with people who have connected with them to hear what they have to say. Support and continue the conversation on your website, in personal blogs, as well as by commenting on blogs and websites covering similar topics. Never underestimate the power of a satisfied client. People talk and share experiences very quickly. Send happy clients out with a fistful of your business cards and offer them a discount on future straightening services for “x” number of referrals. Think about it from the perspective that each satisfied customer and each successful hair straightening accomplished strengthens your marketing plan. Marketing is just another word for selling your skills smartly, ethically and with clear passion for your clients’ well-being. Cindy Van Steelandt is Director of Marketing and Training for Zerran International, manufacturer and distributor of 100 percent botanically based and paraben-free vegan products and professional services for the salon industry. Zerran REFORM is the company’s patented method for straightening hair safely, permanently and naturally, without harsh chemicals. NORTHWEST STYLIST & SALON | OCTOBER 2010 |
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