Better BusinessAugust 1, 2007 By: American Salon Staff American Salon
My Brilliant Career
Q: What do you do to attract the burgeoning teen market to your salons?
We've created eye-catching storefront window displays featuring graffiti graphics and hip imagery. Inside, we cater to youth with special services like Get-a-Glow and acne facials. We also make sure our technicians are trained in doing short cuts with bolder shapes enhanced by vibrant colors. Finally, we've found that educating our teen clients on products and grooming gives them confidence and makes them more loyal. —Mario Tricoci is the founder of Mario Tricoci Salons & Day Spas.
The Great Escape
LA VIE ZEN S.P.A.
Right in the heart of Manhattan is an oasis of tranquility and relaxation called la vie ZEN s.p.a. where clients can indulge in manicures and pedicures, massages, waxing, body treatments like the Sedona Mud Treatment, and advanced skincare services. There are three relaxation areas. One has a flat-screen TV and a selection of tea and fruit; clients wait here for services. Later, clients are shown into another room with a bamboo mural and shades that can be drawn to block out the sounds coming from Madison Avenue directly below. Finally, there's an outside patio covered with glass and filled with plants. A statue of Buddha presides over the retail area, which is stocked with products from Yon-Ka and SkinCeuticals. This April—the spa had only been open for a month—General Manager Bernice Luk participated in Spa Week, an event held in various cities throughout the U.S. (spas offer specific treatments for a discount to drum up new business). "We not only booked up quickly but most of those customers have returned," says Luk, who believes that attention to detail is what sets her spa apart from others. Keys to the lockers are attached to jade bracelets, while snack trays include fresh flowers. The spa also offers a selection of 20 different teas. —M.D.
The reception area sets a Zen-like tone; ABOVE: A statue of Buddha in the retail area adds to the calming atmosphere.
IT'S IN THE CARDS
Eva Scrivo, owner of the chic EVA SCRIVO SALON in New York City's West Village neighborhood, chose to make her salon's business cards two-sided. The front of the card is clean, elegant and rich to represent the brand's high level of expertise and professionalism, as well as the salon's sophisticated vibe. In an interesting twist, the reverse side of the card comes in three different versions, with either a lock of hair, vintage barber shears or a vintage razor. —C.W.