Expert Advice

Editor's Note: High Season

posted by | September 5, 2013 | 12:49 PM

Editor's Note: High SeasonIt’s no coincidence this issue of MODERN is our biggest of the year. Summer’s end means gearing up for your most vibrant, exciting and profitable season. Fall is in the hair—and nails, color, styling tools, cosmetics and more. Head-to-toe opportunities to update and makeover your clients abound through the end of 2013. And this blockbuster edition will help you make the most of the September shift.

Our editors have worked with the industry’s top artists, educators and innovators to craft page after page of fall-focused styles, formulas, trends, product tips and service-driving ideas. MODERN advertisers, too, emphasize the hottest fall launches and showcase professional salon solutions to help you maximize your business. I encourage you to explore and absorb all of the content and marketing messages inside, and to tag pages to share with your team. Be sure to follow up with your distributor or store professional, and take your education, trend and product research deeper online, via and through the brands’ own sites and social media.

Take all of the inspiration and education at your fingertips and translate it into planning, collaboration and action. What new techniques or formulas are you going to try? What products or innovative new tools do you want to sample or demo? How are you going to create interest and buzz in your salon now through New Year’s?

As you strategize, keep in mind:

• Back to School: Kids are already in class, but “school pictures” extend through the end of month. Think social media promos, sharing a gallery of “back to school” before and afters and promoting your “last chance” retail deals.

• Pink. Breast Cancer Awareness: Our industry embraces this initiative like no other. Even a simple but strong “pink” retail area helps spread awareness, but many salons collaborate further with their communities, brand partners and distributors to do more. See page 164 for Pink promos.

• Fall fashion shift: Be prepared to talk up new styles, colors and texture in fashion and beauty, and how they apply to hair, nails, make-up palettes, etc. Watch for extensive NY Fashion Week coverage this month on and MODERN’s Facebook and Instagram pages.

• Holiday planning: It’s not too early to get aggressive with planning and purchases. Retail stores are already putting up displays. Holiday is your greatest chance to infl uence and grow your clientele and income. Start making your lists and checking them twice. You’ll be receiving our annual bonus MODERN SALON Holiday issue soon to give you more ideas.

Finally, to really get in the mood to maximize Fall in the salon, celebrate with a fall fashion makeover for yourself. Accessorize your updated color, texture and nails with a few key accessories from your fave fashion retailer. You are the beauty authority and must always be the best representative of your craft.

Enjoy the change! 

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