When clients see a familiar tool or product in fresh packaging, it’s like hearing a new interpretation of a classic song—it captures their interest, and they can’t resist! Make that a best-selling iron like Paul Mitchell’s Express Ion Smooth, redesign it in a retro polka-dot pattern in a choice of blush pink or mint green and you have an ideal gift idea to recommend to clients for this season’s Mother’s Day, birthdays or “treat myself” moments. The Paul Mitchell brand has gone even farther, offering a free matching paddle brush or sculpting brush with every purchase of the iron. The brushes also are available separately.
“Salons and clients are encouraged to get sleek and chic this summer with Paul Mitchell limited edition Vintage Collection,” says Lucie Doughty, Paul Mitchell editorial director. In addition to the iron, the Vintage Collection includes the brand’s Teasing Brush, which is a Martha Stewart Weddings “Big-Day Beauty Award” winner, available in the same two color choices.
“The Teasing Brush is the ideal tool for building body and creating sky-high, 1950s- and ’60s-inspired styles,” Doughty says. Headbands are as cool now as they were then. A limited edition headband is supplied free with purchase of a liter bottle of Freeze and Shine Super Spray or Fast Drying Sculpting Spray; an 8.5-ounce bottle of the purchased spray is included as well.
Promote Like it’s 2014
Social media gives you a huge advantage over 1950s hairdressers!
Market your VINTAGE VIBE, MODERN STYLE promotions through your social media page, and pick up vintage look styling tips delivered in “Tally Takes On,” a vlog series with Paul Mitchell expert Tally Jean Rossi running on the Paul Mitchell website and YouTube. Point-of-purchase is supported by QR codes linking to Tally’s how-to’s for clients.
No matter which century, in-salon displays are always effective. Set up Paul Mitchell’s Tool Bar, an interactive merchandising area that entices guests to touch, try and play with Paul Mitchell Pro Tools.
This article is part of VINTAGE VIBE, MODERN STYLE, a special section MODERN SALON produced as a custom collaboration with CosmoProf. Covering one of the hottest style, design and culture trends of the year, this special section explored trends and presented limited edition products for salons.
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