• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    In Full Bloom

    All Inclusive

    Make It Yours

    The Making of a Beauty Entrepreneur

    A Stellar Lineup of Speakers Is Set For Happi’s Anti-Aging Conference
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    BASF Earns EFfCI Certification for Cosmetics

    Coty Names Chief Global Corporate Affairs Officer

    Sweet Tooth(brush) Launch

    SkinGenie Takes Top Awards in J&J Competition

    Plant 'SWAP' at L'Oréal's North Little Rock (Video)
    International Top 30 Report
    Top 50 Report
    Top Companies
    23. PZ Cussons

    2. L’Oréal

    34. Combe

    14. Church & Dwight Co.

    15. Revlon
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    BASF Earns EFfCI Certification for Cosmetics

    Register for Happi's Anti-Aging Conference

    ACI Meets the Chemists of Tomorrow...Today

    LAPD Seizes Contaminated, Counterfeit Cosmetics

    Silab Celebrates 10 Years in China
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    BASF Earns EFfCI Certification for Cosmetics

    Sweet Tooth(brush) Launch

    SkinGenie Takes Top Awards in J&J Competition

    Plant 'SWAP' at L'Oréal's North Little Rock (Video)

    Rutgers Student Wins CIBS Marco Golding Scholarship
    Lab Equipment
    Mixing
    Packaging
    Testing

    Overnight Labels Unveils Updated Website

    Eliminating the Idea of 'Waste'

    Hallu Puts New Spin on Bath Bomb

    A Pure Pair of Pampers?

    Cosmetic Must-Haves from Qosmedix
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    Corporate Capabilities
    International Buyers Guide Companies
    Tropical Enterprises International, Inc.

    Sun Chemical

    BASF Corporation

    Federal Package

    Lubrizol
    Brand Building Seminar
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
      • Corporate Capabilities
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Anti-Aging Conference
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Marketing in the New Millennium

    How to reach out to all ages in the beauty sector.

    Don Bewley, Co-founder Eufora International01.13.14
    In a world of Tweets and Groupons, how can the beauty professional stay afloat? It's actually quite easy to adapt some tried and true marketing practices to ensure salons stay successful in this modern era. 
     
    If something has always worked in the past, then it should always work in the future, right? Not exactly. As a 30-year veteran of the salon professional industry, I consider myself “old school”, but that doesn’t mean I do things exactly the same way I did 30 years ago.  Principles like exceptional service still apply, but in this day and age of technology and social media, it’s important to take your “old school” school practices and adapt them to modern day resources.  Keeping up with trends doesn’t just mean knowing what’s happening on the runway, it means knowing how to cater and market to your clientele in a language they can understand.
     
    Word of Mouth: I believe that this is still one of the best ways to market your salon. If people leave the salon with a smile on their face, they will share the good news with others. The golden rule of keeping every customer happy still applies, but in the world of social media, if your clients aren’t sharing their great news online, you are missing the boat on a great opportunity. So how can you adapt? Asking customers to write reviews on Yelp, share their new do’s on Facebook or even check in to your salon on Foursquare are all great ways to help spread world of mouth digitally. Salon owners can offer incentives, similar to a loyalty or referral program, for those who post, tweet or share information about the salon. Social media is also a great way to get staff involved in your marketing plan. Encourage them to share salon information with their friends and followers. The more people who spread the word, the more successful your salon will be.
     
    Discount Programs: I have never and will never encourage salon owners to discount their services. With sale sites like Groupon leading the way, many salon owners ask my opinion of these marketing tools. The bottom line is if you discount your services, you diminish what you do. You want your clients to see you as the leader, innovator and originator in the industry. They should want to pay a premium price for your services because you supply a product worth paying for. After all, they leave the salon feeling like a million bucks right? Competing on price alone is one of the worst marketing tactics you can use. Instead, differentiate yourself from the competition by staying true to who you are and by delivering exceptional work and above and beyond service.
     
    Advanced Booking: The last step in the Eufora Eight Steps to Financial Success has always been to book clients in advance for their next appointment. I’ve always said this is the single most important element in building a solid clientele. Not only does it stabilize your paycheck versus waiting and hoping for clients to book their next appointment, it also builds supply and demand and allows you to raise your prices. Today, with everyone’s busy lives, asking a client to book in advance can actually be easier than ever. Most people have their calendars synced to their mobile device and salons can even send pre-booking reminders via email to ensure those happy clients keep coming through the door.
     
    Share Your Expertise: I’ve always encouraged stylists and salon owners to share their knowledge with their clients. Whether it’s showing a client how to recreate a look at home, providing product recommendations, or giving care advice; showing you are the expert helps position you as the authority that clients come to for advice. The great thing about this new millennium of marketing is that your advice can now be shared, quite easily, on the Internet via a blog. Starting a blog is a great way to post photos of styles you have created, photo shoot images, while sharing thoughts on trends and advice. Blogs also help tell the story of the kind of person and professional you are. If you aren’t blogging, you are missing the chance to connect with a huge community of like-minded individuals and potential clients.


    About the author
    A 30-year veteran of the salon professional industry, Don Bewley is one of the few hairdresser/owners of a salon professional corporation today. He founded Eufora International with his wife, Beth, almost 15 years ago with the mission and vision of serving independent salons.  Don’s career began in New York City where he trained with the industry’s best and learned to become a talented stylist.  He went on to own multiple profitable salon locations, enjoyed years as a platform artist and then as a distribution executive.   Today, Don brings the depth and breadth of his years of experience in all these facets of the industry to Eufora’s salon customers.
    Related Searches
    • corporation
    • marketing
    • customers
    • read

    Related Expert's Opinion

    • Color Cosmetics | Fine Fragrance | Skin Care
      How To Maintain a Premium Beauty Brand’s Desirability

      How To Maintain a Premium Beauty Brand’s Desirability

      Tom Hearn of Nude Brand Creation outlines a strategy.
      Tom Hearn, Partner, Nude Brand Creation 04.16.18

    • Color Cosmetics
      Reflecting & Embracing Diversity in Product Development

      Reflecting & Embracing Diversity in Product Development

      Brands that fail to see the wide range of colors and subtle variances of undertones and overtones will lose ground.
      Funlayo Alabi, Co-Founder, Shea Radiance 04.02.18

    • Color Cosmetics | Hair Care | Household Cleaning | Laundry Care | Packaging | Personal Cleansers | Skin Care
      Eliminating the Idea of

      Eliminating the Idea of 'Waste'

      Making recycling interesting creates value for sustainable brands.
      03.20.18


    • Spring Hair Trends for 2018

      Spring Hair Trends for 2018

      Retro styles are back in a big way!
      Laurie Heaps, celebrity hairstylist 03.05.18

    • Cybersecurity: What You Need To Know Now

      Cybersecurity: What You Need To Know Now

      Expert shares tips on how to stay safe online in 2018.
      Michael Lewis, CIO of Copper State Communications 02.05.18

    • Color Cosmetics | Skin Care
      How Indie Brands Are Setting the Pace & Influencing Beauty Trends

      How Indie Brands Are Setting the Pace & Influencing Beauty Trends

      Shea Radiance co-founder Funlayo Alabi explores this hot topic.
      Funlayo Alabi, Co-founder, Shea Radiance 01.15.18


    • Handle With Care: Skin Care for Expectant Moms

      Handle With Care: Skin Care for Expectant Moms

      Celebrity dermatologist suggests products to try and components to skip during those nine months.
      Dr. Dendy Engleman, dermatologist, Manhattan Dermatology & Cosmetic Surgery; director of dermatologic surgery at Metropolitan Hospital. 01.01.18

    • Healthy Locks & The Power of Probiotics

      Healthy Locks & The Power of Probiotics

      Hair care sees new infusions for the season and beyond.
      Philip Pelusi, Hair care expert and founder of Tela Beauty Organics 12.11.17

    • Hair Care | Skin Care
      How Food Trends Are Influencing Natural Cosmetic Formulations

      How Food Trends Are Influencing Natural Cosmetic Formulations

      Shea Radiance's Funlayo Alabi explores the spillover effect and what it means for beauty brands.
      11.20.17


    • Skin Care Trending Into 2018

      Skin Care Trending Into 2018

      What's in store for our industry next year? Find out from this leading brand.
      Erica Parker, esthetician and education director at Michael Todd Beauty 11.06.17

    • The Best Way Personal Care Companies Can Dispose of Inventory

      The Best Way Personal Care Companies Can Dispose of Inventory

      'Do Good' as well, says industry expert in latest column.
      Gary C. Smith , president and CEO of NAEIR, National Association for the Exchange of Industrial Resources 10.16.17

    • Laundry Care | Packaging | Packaging
      Encouraging Laundry Care Bottle Recycling

      Encouraging Laundry Care Bottle Recycling

      Creating green opportunities can drive value for brands.
      Tom Szaky, TerraCycle 09.25.17

    • How Stress Can Affect Your Hair & Scalp

      How Stress Can Affect Your Hair & Scalp

      Take a head-on approach to fortifying tresses in times of turmoil.
      Anabel Kingsley, trichologist at Philip Kingsley 09.18.17

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care | Sun Care
      Refined vs. Unrefined Oils and Butters

      Refined vs. Unrefined Oils and Butters

      The importance of fats and oils in cosmetic manufacturing.
      Funlayo Alabi, Co-founder, Shea Radiance 08.28.17

    • Effortless Hair Trends & Some Serious Sun Protection

      Effortless Hair Trends & Some Serious Sun Protection

      Hair styling and product update for Summer 2017.
      Philip Pelusi, Hair care expert for Tela Beauty Organics by Philip Pelusi, P2 by Philip Pelusi & Performance X2 08.14.17

    Breaking News
    • Estée Lauder Offers Industry-Leading Family Benefits
    • BASF Earns EFfCI Certification for Cosmetics
    • Coty Names Chief Global Corporate Affairs Officer
    • Estée Lauder Adds and Expands Family-Related Benefits
    • Active Beauty New at Azelis
    View Breaking News >
    CURRENT ISSUE

    April 2018

    • The Power of Bio-Inspiration
    • In Full Bloom
    • All Inclusive
    • Make It Yours
    • The Making of a Beauty Entrepreneur
    • A Stellar Lineup of Speakers Is Set For Happi’s Anti-Aging Conference
    • View More >

    Copyright © 2018 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.