Profound IdeaOctober 1, 2008 By: Lori Morris American Salon
"At Profound Beauty, we have a commitment to raising the performance of individual salons, not just to selling bottles," says Anne Hogan, the company's vice president of marketing. In an effort to help their affiliate salons generate higher revenues and attract lifetime customers, Profound Beauty launched a new service, Profound Marketing, in August after years of testing. The program, which develops targeted business solutions for salons, focuses on four primary components—service, staff, location and retail—while many other manufacturers just focus on retail sales. "Marketing creates demand, and demand creates sales," Hogan says. Along with personalized marketing plans, salons can find customizable ad templates, targeted list rentals and many more features on the company's Web site. As long as salons meet the minimum of $750 a month in products, there is no fee for this service. profoundbeauty.com —L.M.