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Sometimes a clever word phrase can spawn a whole new marketing campaign. Earlier this year, Karie Bennett, owner of Atelier SalonSpa, in San Jose, California, ran across the description of a recessionista in an online fashion magazine.
When it comes to building a client community, Phillipo Caporrella, owner of Phillipostyle in the Fenway neighborhood of Boston, believes in a party atmosphere.
Thirty-five percent of American women cite natural ingredients as influential to their purchase decisions, and want open and honest communication about those products. Good thing Sexy Hair Organics has brochures and shelf talkers that explain the sometimes-confusing world of organic beauty care.
Go-getter nail technician Ebony Murdock has free rein to create her own business-building promos, proving her employer is as smart as she is. Her recent open house for NovaLash (novalash.com) services, complete with demo and refreshments, served several purposes.
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, that meant cribbing a retail-destination concept for his 1,800 square-foot salon.
