Expert Advice

Idea Exchange

Web Editor | July 10, 2011 | 7:09 PM

When small salons adapt big-business practices and mega corporations act neighborly, sound financial practices and down-home friendliness converge. For David Orio, co-owner of Casa Urbana Apothecary and Salon in Hudson, New York, that meant cribbing a retail-destination concept for his 1,800 square-foot salon.

“We only carry unique lines that tell a strong story and allow higher margins,” he says, explaining how he developed his boutique area. “Now, we’re cross-promoting salon services with a $25 ‘passport’ that allows our shoppers to get half-off up to $600 worth of services, as long as they’ve never tried those services before.”

With little room for cosmetics, he forged a corporate alliance with a nearby Face Stockholm store by developing a facial based on the store’s products and inviting the make-up artists to do professional applications in the salon, in return for the store referring its shoppers for hair and skin care services.

At the behemoth Charles Penzone Family of Salons based in Powell, Ohio, COO Mary-Lynn Foster “fosters” a friendly, local-business atmosphere by reaching out to guests several times a year, thanking them for their loyalty. For the operation’s upcoming 40th anniversary, Penzone salons sent its most loyal clients a gift card, thanking them for contributing to the company’s success. Additionally, last Thanksgiving, guests were given a $20 “Bonus Card” with every $100 in gift card purchases they made.

“We add special service touches; for example, during our manicures and pedicures, we offer a hot towel service that is a wonderful, inexpensive way to make a difference,” adds Foster, who says despite size, large salons can achieve a “homey” feeling by focusing on a personalized experience.

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