America’s Beauty Show is famous for offering quality education for every salon professional. This year
was no different. And for owners and managers, the Salon Business Success Management Forum, sponsored by P&G Salon Professionals and powered by SALON TODAY, was a must-attend event.
Panel members, which included salon owners as well as P&G Salon Professional CEO Reuben Carranza and SALON TODAY Editor Stacey Soble, talked about how salons and spas are competing with retail stores for
beauty product dollars.
“The battle is not only happening in brick and mortar environments, it’s happening online as well,” said Carranza. “According to Google, YouTube has over 800,000 consumers clicking about beauty every week,”
he added. “Large retail stores have made mass retailing a success because of their pristine displays. They have created an overall environment where people can stop and browse.”
Carranza hit his point right on the nose when he concluded, “It’s time for us to take back our salon client. Because she believes us first.”
He encouraged owners to target the “beauty enthusiast.”
So who is she?
• A consumer who thinks about spending her money, where to spend her money, and is pre-disposed to shopping and spending in the salon environment.
• She views the salon and the hairdresser as the key source of beauty.
• She is a thought leader. This can include blogging or looking for new products and services.
• She is an experience-seeker. It’s all about the total beauty experience for the beauty enthusiast. She likes all of her senses engaged.
• She’s an informant. She responds to sophisticated information, trends and what’s happening in the beauty industry.
• She wants to look the best at her age, and actively seeks out beauty news.
• Beauty enthusiast’s statistics: 45 percent purchase salon and retail products