Better BusinessMay 1, 2007 By: American Salon Staff American Salon
TUANA HAIR DESIGN
Everyone from Denver socialites to university students to brides-to-be is signing up to attend the VIP parties at salon hot spot Tuana Hair Design. The parties are free to Tuana clients, who can invite about six of their friends for an hour of complimentary Champagne-sipping, fondue-dipping, deep-conditioning treatments and blow-outs. "The parties give women a chance to have fun with their friends or get ready for an evening out," says manager Laura Lokkesmoe. But they also help the salon recruit new clients to its Denver location, which opened in January (a Fort Collins, CO, location opened six years ago). "We encourage clients who live Downtown, or who have friends we know would enjoy the parties, to sign up," says Lokkesmoe. "Then, once we get them into the salon, we are able to show them what we're all about." According to Lokkesmoe, close to 90 percent of the VIP Party guests return to the salon. "It's been so successful, we've decided to offer VIP parties at our Fort Collins location, too, as a way to thank our loyal clients—and hopefully bring in new ones," she says. —C.W.
My Brilliant Career
Newbury Street in Boston is possibly more densely packed with salons and spas than anywhere else in the country—more than 70 of them vie for business along seven short blocks. Still, William George, who owns James Joseph Salon and James Joseph Studio, posted year-end numbers topping $4 million in 2006. So what's his secret? He has a B.A. in art history and psychology from Tufts University and has worked in photography, real estate and interior design. "As an artist with a degree in psychology, I'm uniquely qualified to manage creative people," says George. "I initially decided to train as a stylist so I could understand my employees' perspective, but now I let my stylists be the stars instead." George also treats every member of his staff as a valuable resource. "I solicit their ideas and opinions before making any major decisions, which creates loyalty," he says. "In an industry notorious for turnover, we rarely lose staff." —M.D.
MASSAGE BY THE NUMBERS
The popularity of massage continues to grow, according to research by Harsted Strategic Research, which shows that 33.6 million, or one in six, American adults 21 and older received at least one massage in 2006, up 12 percent from nearly 9 million in 2004. Interestingly, the research found that women are more likely than men—36 percent compared to 22 percent—to have received their most recent massage in a salon or spa setting. —C.W.
Fashion and beauty are image-driven industries, and images can drive your business as well. "An annual investment in professional photography will always pay off," says Larry Oskin, president of Fairfax, VA-based Marketing Solutions. "It's extremely important to brand your salon with visual images that are representative of your best hair, skin and nail services." Indeed, using your own professional photography for your Web site, advertising, salon posters and media-relations efforts shows a level of professionalism and success that will drive attention and clients to your business. Here, Oskin provides a few tips for getting it right:
Make sure the images you create are representative of looks your clients desire. For instance, don't create punk looks if your clients are drawn to more conservative styles.