CosmoProf Rebrands Under One Name
CosmoProf, division of Beauty Systems Group LLC, is finalizing an initiative that began at the beginning of 2012 to bring the various divisions of the company (all operating under parent Sally Beauty Holdings) together under the CosmoProf name.
According to John Golliher, president of Beauty Systems Group, the BSG team, CosmoProf stores and the remaining names of distributorships that were acquired by BSG made for a complex mix. “We decided to keep the brand under one banner, CosmoProf, to guarantee that customers would have the same experience whether they were in Kentucky or California, shopping at our store, working with a sales consultant, calling customer service or shopping CosmoProf Beauty online.”
Golliher explained that the company acquired the CosmoProf name from one of its early acquisitions and branded the store division as CosmoProf.
“With 1,000 locations, CosmoProf has the largest store footprint in North America and has a visual uniqueness. It is important for our customers to know that all locations are the same. By bringing all aspects of our distribution under the CosmoProf name, we are highly visible to the salon professional and bring one message to the market place,” Golliher says.
The re-branding, says Michael Heines, CosmoProf Group Vice President Full Service, “was executed strictly for our customer, the stylist. We want the customer to experience the CosmoProf brand across all channels: stores, distributor sales consultants, customer service and e-commerce. When they call us for any reason, they will hear CosmoProf. We want to bring one face to our customers, a group which includes more than one million salon professionals.”
Whether customers engage with the company through store locations, their sales consultants (who will remain the same), e-commerce sites, web sites or social media, They will find all aspects of the company working together to bring them the best service.
According to Mike Flahaven, CosmoProf Group Vice President Stores, “Following distributor acquisitions, we had some overlap in some parts of the country. For example, there might have been a Heil or Aerial store and a CosmoProf store in the same area. By consolidating all divisions under one name, we are making business easier for our customer and that is an added value.”
Golliher adds, “The re-branding to the
CosmoProf name will not affect the manufacturers or brands we partner with. Customers will have the same product selections and will work with the same sales consultant. They will still participate in the same manufacturer sponsored programs and the shows we are associated with will all be under the CosmoProf banner.”
CosmoProf’s Mobile Connect program allows salon professionals to receive text messages from CosmoProf on their phones regarding special offers, information and promotions. When attending a show, professionals will receive texts regarding manufacturer’s show deals.
The CosmoProf mission statement reflects the philosophy of One Team, One Vision and One Goal.
The most important message the company has for its customers is the name may have changed, but the relationships and dedication to customer service remain the same.