February - Stylist and Salon Newspapers

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Preece & Toff Opens in Santa Monica With its minimalist white walls punctuated by images by the notorious stencil graffiti artist Nick Walker, the Preece & Toff Salon’s interior reflects the contrasting styles of the stylists – rock ‘n roll meets Zen. A collaboration of veteran hairstylists Matthew Preece and Kristoff Ball, this new salon located in Santa Monica, is the blending of two sensibilities, and is proof that the whole is greater than the sum of the individual parts. Ball’s reputation is indelibly cemented with the world of rock, thanks to his longtime association with Gwen Stefani (he took her from brunette to platinum) and Pink (yes, he did create her trademark shocking rosy hue). Matthew Preece, who is originally from London where he had a salon, has spent the last two and a half years journeying to and from India where he studied spiritualism. They met when they were both stylists at Fred Segal Beauty – the salon that was formerly in the space that Preece and Toff now occupies. They continued to work together at Chris McMillan – until the new space became available. Preece and Ball are both musicians themselves, and they agree on most things when it comes to the Matthew Preece and Kristoff Ball, co-owners of Preece and Toff at Fred Segal in Santa Monica. direction of the salon, especially on philosophy. “In every decision we make about the salon we first ask ourselves ‘is it good for the community?’ Is it going to be healthy, give back and is it morally right?’ ” states Preece. “And if we make people feel better about themselves by what we say and through our work, then we are spreading happiness – and that is a positive thing.” It was Preece’s idea to add the yoga studio. “Adding the studio just made sense to us – it will help people de-stress in these challenging times and fits perfectly into our feel good mantra.” In addition, they plan to open up the spacious salon for fundraisers, book signings, spiritual events and classes in hairstyling techniques. Ball adds, “I want the salon to also be a school -- and contribute to the beauty community through education via seminars and classes.” With a devoted clientele, Preece and Toff are guaranteed to bring not just celebrities but consciousness to Fred Segal Santa Monica. Specializing in the beauty industry Lic # 0F72579 Call today 1-800-927-3566 for a free quote. If you prefer to email, do so now at rf_assoc@highways.net You can also find more information about both plans at www.fortierinsurance.com | FEBRUARY 2010 | CALIFORNIA STYLIST & SALON Do It On The Web www.stylistnewspapers.com Our new website has improved navigation with easy links to articles, classifieds and calendar dates. And our Online Edition gives you a virtual tour of our paper with direct links to your favorite advertisers and products. www.StylistNewspapers.com Now with More Value for Your Advertising Dollar
Marketing Options for Esthetics Esthetic Endeavors Judith Culp In the past, marketing of esthetics was done with flyers, brochures and carefully selecting the media you would use. But then your choice of media was newspapers, billboards, television, radio, telephone directories and press releases. Now everything is more complex. Some of the old standbys don’t work as well and some of them never worked. Yellow pages – these used to work great and were the staple of our industry. Now we have multiple phone books distributed in each town which makes the decision of who to go with more difficult or the cost of advertising exorbitant. Ask your clients where they learned about you. There are some who say they never use phone books as the internet has significantly changed how people seek information. More and more people are turning online to find business information. They can choose a yellow page search, merchant connection, city search, web search or many others. Each of these has costs related so plan carefully as to which will give you the best return. It is a quagmire we will all wade through and is going to take continued monitoring to find what works for each type of business. We can no longer find one and stick with it, constant monitoring is the new norm. Television – a good alternative depending on how many stations are in your area. The cost per viewing and client demographics will help make this decision. Do they all watch different stations? Can we afford to advertise on all of the different stations? Television can work but it must be planned and budgeted carefully. Radio – there are even more radio stations than television stations. In several polls that I have done I could not find a commonality in the channel preferred. If they are all listening to different stations or have opted for other audio sources, then reaching the “potential” client this way could be much trickier. If we are dealing with a very specific target group – say college-age girls for hair removal, now we may have a narrower range of radio stations that focus on this demographic. Golf or bus stop bench advertising – Don’t laugh. They sell these routinely. It will depend on your budget if you want to give this a try, but it wasn’t a success story for me. Likewise some people do advertising on busses, cabs or other vehicles that have high visibility due to their driving patterns. Consider the cost per day as well as the cost per exposure to determine if this is in your budget. YouTube – has become an interesting marketing approach. You can find people demonstrating all sorts of different services as well as manufacturer’s using this method to distribute information. How protected is your submission? Can it be confiscated or used by unauthorized persons? Does it drive clients back to you as opposed to others in the area? How many local people will find it, and how? I think it has great promise, but I think we need to do our research to effectively use it. The most important part of marketing is a thorough knowledge of our client base. Who are they and what are their demographics? How do they get information and how do they prefer to be reached? While this always was important, it is even more critical today. If you don’t know your customer base you will waste time, money and lots of effort to no avail. The teen and college age client uses text messaging as their preferred mode of communication. This makes them a perfect market for Tweeting or text-mails. Those on a tight schedule may not have access to their text phones on a full time basis. The best way to approach this group may be emails rather than tweeting. The message will be there when they have access to it. They may also love e-newsletters, e-cards and e-specials. As we get into a more maturing group of clients, they tend to be less comfortable with tweeting or email contact. They may use their blackberry but they are not as comfortable with incoming information. The older the client’s age bracket, the more they may prefer a reminder phone call or to receive a printed newsletter, in lieu of a text or an email. The problem with this is the cost factors. It was startling to realize that this year 70 percent of our business holiday cards from suppliers and manufacturers were transmitted via email. So the more clearly the esthetician has their target market defined the easier it will be to allocate time and efforts into reaching potential clients. It is important to ask clients about their preferred contact method and what methods they read or just delete/ toss. This will help those very valuable marketing dollars be the most effective. There is no one marketing method that will make everyone happy. With internet contacts, it is important to have the client update us when they change carriers just as in the past it was important to know when they moved. It’s all about staying updated and continually innovating in a changing market place. Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 18 years she served a 4-year term as a Director for the Society of Permanent Cosmetic Professionals, two years as their president. She is president of Culp Enterprises Inc. and CEO of NW Institute of Esthetics. Judy Culp is available for consulting. For more information visit www.estheticsnw.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com CALIFORNIA STYLIST & SALON | FEBRUARY 2010 |
Page 2 and 3: California Stylist & Salon Volume X
Page 4 and 5: In this issue... 5 7 10 Beauty Busi
Page 6 and 7: Learn Beauty Secrets from Top Makeu
Page 10 and 11: Day Spa Expo and Business Forum The
Page 12 and 13: • disability Specialty Equipment
Page 14 and 15: How to Avoid Complaints The Board o
Page 16 and 17: CANOGA PARK, CA ~ HAIRSTYLIST STATI
Page 18 and 19: Indifference: When “I Don’t Car

February - Stylist and Salon Newspapers

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