Close
Expert Advice

Speed Service Party

Victoria Wurdinger | July 10, 2011 | 6:18 PM

Salons that rely on make-up application services alone can find themselves with a dead zone once wedding and prom time is past.

Luz Segovia, who owns Segovia Salon in Chicago, Illinois, never has that problem. Realizing women love a party, she began gathering client’s e-mail addresses and found a doubly beneficial way to use them.

“For one month, we gather e-mail addresses, then at the end of the month, we draw four or five names and tell them they’ve won a party,” explains Segovia.

“Each winner gets to invite four or five of her friends to the salon, where they rotate among stations and try different services. We do hair consultations and mini hand treatments but the big thing is make-up.”

The best party times are when seasonal cosmetic colors are introduced, says Segovia. The winners and their friends all come in for the big night; about 50 women attended her last party. Naturally, refreshments and hors d’oeuvres are included. Each woman gets a ticket that’s hole-punched as she moves from station to station. The key is to perform speed services that maximize time, such as a quick updo, which leaves more time for make-up.

“At the end of the night, we use the ticket numbers and have a drawing to win free products,” says Segovia. “The parties are a great way to get new clients, reward current ones and introduce the latest make-up trends.”

More from Expert Advice

Expert Advice Sponsored by Salon Centric

Hashtag Secrets of a Top Beauty Influencer

October 17, 2018

With 108,000 Instagram followers, styling and top beauty influencer Shelley Gregory (@shelleygregoryhair) knows her way around social media, including the hashtag component. Here’s how she maximizes her hashtag game.

Expert Advice
Expert Advice

2018 MODERN SALON 100: Hai Tran @hai.stylist

Jamie Newman | August 1, 2018

You've probably seen Hai Tran (@hai.stylist)'s viral-on-Instagram post about the color journey from black to blonde, which maps out the time, cost, and sessions it takes to a client to get from a box-dye black to a pale silver. But, the rest of his page is just as well-organized and beautifully organized. Learn more about Tran here.

Expert Advice Sponsored by Sexy Hair

3 Upstyling Tricks That Will Change Your Life

June 14, 2018

Stylists who excel in the art of the updo often develop clever little tricks for creating outstanding work. Here are three go-to techniques, created by Sexy Hair artists, used to create the three looks in their latest collections.

Load More