Archive for the ‘Business Basics’ Category
Reach Out to Curly Clients at “Texture on the Runway”
by CurlStylist on Wednesday, February 8th, 2012
Ever find it hard to follow a Twitter conversation, or wonder how many textured-hair women are talking about curly or natural hair? (Hint: it’s more than 14,000 a week!) Join the Texture Revolution and connect with the textured community at TextureOnTheRunway.com.
TextureMedia is bringing “Texture on the Runway,” an industry-exclusive textured hair as fashion show ONLINE! With the help of Mass Relevance, an engagement and curation platform, you can reach out to clients with wavy, curly and kinky hair, answer their questions and get the inside scoop on their wants and needs by tweeting with hashtag #texturerunway.
Post photos, watch interviews and read content LIVE from the event while sharing textured hair advice, tips & tricks with the community.
Get in on the action of a movement created and run by a community and hear what textured women have to say! Join NaturallyCurly.com and other texture influencers in changing the conversation and empowering the texture community, and by extension, the textured sylist!
Visit TextureOnTheRunway.com on February 11 to participate in this revolutionary, invite-only, New York event celebrating the ultimate fashion accessory and statement – beautiful hair. Your tweet could even be streamed live on stage at the event! Influential leading hair care brands sponsoring the event include Arrojo, Matrix, Curls Unleashed by Organic Root Stimulator, Hair Rules, CURLS, Minardi Luxury Color Care, Modern Salon and CosmoProf, operation of Beauty System Group LLC!
Salon Marketing with Schedulicity
by CurlStylist on Thursday, November 17th, 2011
There are hair stylists, and there are hair stylists. Tiffany Taylor specializes in management of the sort of hair that can ruin the effect of wearing a skimpy bathing suit, not to mention the effect of removing one. In industry lingo, Ms. Taylor is an “esthetician,” running her own two-person “waxing studio,” called ME Beauty, in Rochester, Mich.
Ms. Taylor once worked in her grandmother’s hair salon and went on to work as a freelance esthetician out of other salons and at clients’ homes. This year, Ms. Taylor opened her own place, hired an employee and set out to build her customer base. Word of mouth was all it took in her grandmother’s day, but Ms. Taylor wanted to take a more modern salon marketing approach by connecting with potential customers through Twitter, Facebook and e-mail, and by running Groupon promotions.
But Ms. Taylor ran into some hitches. She was having trouble converting customer interest into actual appointments. She gave out the studio’s phone number, but she and her employee weren’t always free to handle calls, and using an outside reception service was expensive. She tried some online scheduling services, but customers found them too much trouble to use. Meanwhile, Ms. Taylor’s social media marketing left her baffled about which efforts on which networks were yielding the best returns. And finally, she worried that Groupon promotions would result in a flurry of heavily discounted appointments all in the same week, wreaking havoc with cash flow. “I went to a marketing seminar where they said Groupon will crush your business by inundating you with customers who aren’t paying much,” said Ms. Taylor. “I was afraid of it.”
The concerns about scheduling, social networks and Groupon left Ms. Taylor thinking she had three separate salon marketing problems, but that was before she sent out a tweet asking if anyone knew of a good online scheduling solution. She got a tweet back from a manager at a company called Schedulicity suggesting that its service could help — and in more ways than one. Schedulicity’s specialty, as it turns out, is integrating online scheduling with social-network promotional campaigns. Appointy and Genbook are two similar services, offering roughly comparable features at roughly comparable prices.
For just $19 a month, Ms. Taylor runs all her campaigns with Schedulicity, allowing her to send out e-mail blasts, Facebook posts and tweets for each new promotion. The e-mail blasts can be limited to a specific subset of clients, which she defines by adding tags to her clients’ contact data. Hence, for example, a “teacher appreciation month” e-mail blast, offering a discount on a waxing and a free apple-scented candle.
Every e-mail note, post or tweet goes out with a Schedulicity appointment-making URL that’s unique to each medium and each promotion. That allows Ms. Taylor to call up a report detailing which service brought in which appointments — so far, Facebook is beating out Twitter and e-mail. About a third of her appointments are still coming in by phone, and she enters those into Schedulicity manually, but she has cut down on them by putting up a mobile Web site that does a better job of funneling cellphone customers to Schedulicity.
As for Groupon, Schedulicity offered Ms. Taylor a way to lower her risk of using the promotion, which brings in customers by offering a steep discount. She can specify the maximum number of Groupon customers who can book appointments on any given day — Ms. Taylor limits it to five — and since Groupon customers get a specific Schedulicity URL for booking, Schedulicity can direct all customers beyond that maximum to try a different day. “That means I can still have room every day to see clients who pay full price,” she said. She has sold 110 Groupon deals so far, offering a two-for-the-price-of-one bikini waxing.
Ms. Taylor reports that her bookings have nearly quadrupled in the several months she has been using Schedulicity, to an average of more than 30 a week. That has left her with just one more salon marketing problem: last-minute cancellations that result in open, hard-to-fill slots, waxing not being much of a walk-in business. But Schedulicity ended up providing a solution here, too, through a “pop-up offer” that lets Ms. Taylor send a discount deal over all of her marketing channels the minute someone cancels.
“I usually offer a ‘female Brazilian’ for $68,” she said. That’s 15 percent off a very thorough waxing. And yes, “male Brazilians” are popular, too. If you want to learn more about all this — perhaps a bit more than you’ll wish you had — you can visit Ms. Taylor’s candid FAQ page.
Schedulicity even helps her fine-tune her appointment schedule on the fly. The service sends her a text message and e-mail listing the details of the next appointment, and if she is finishing with her current customer ahead of time, she can just click on the next customer’s phone number and try to get him or her to come in early, so she has no down time. If she’s running late, she can call customers to alert them that they can take their time getting there.
And as a small bonus, Schedulicity provides Ms. Taylor with a little nighttime music. It turns out some people make the decision in the wee hours of the morning to book a waxing, and so Ms. Taylor’s cellphone often buzzes in the middle of the night with notification of a new appointment — something that doesn’t bother Ms. Taylor at all:
“I hear that and think, ‘Ha! It’s going to be another busy day.’”
ISSE Long Beach 2012 to Host New Hair Competitions & Tryouts
by CurlStylist on Thursday, November 17th, 2011
The 2012 International Salon & Spa Expo Long Beach (ISSE Long Beach) show has added all new hair competitions to complement its already prestigious nail competitions and further enhance the overall attendee experience.
Sponsored by Sally Beauty Supply and Pivot Point, the hair competitions are open to students and licensed cosmetology professionals. The ISSE Long Beach hair competitions offer a variety of categories to enter and will include an array of cash and prizes for winners.
For licensed cosmetology professionals (seniors), the hair competitions will also serve as tryouts to be a part of Team USA for the 2012 OMC HairWorld competition in Milan, Italy. Largely considered the Olympics of the international professional hair community, being a part of Team USA is a highly coveted honor.
Students – (Juniors) / Sunday, January 29, 2012
Entrants must be currently enrolled and not hold a cosmetology license at time of competition. All competitions are performed on mannequins. Categories include:
- Ladies Trend Cut, Color & Style – Perform a cut, style, and color representing current mainstream consumer fashion trends oriented to the younger consumer.
- Long Bridal Hair – Create a fashionable long-hair bridal look that represents a consumer bridal focused look appropriate for a fashionable wedding.
- Fantasy Inspired by Nature - Competitors choice of one male/female mannequin representing the competitor’s vision for a nature-inspired, fantasy-themed hairstyle.
Licensed Professionals – (Seniors) / Monday, January 30, 2012
Open to all licensed professionals who are not currently enrolled in cosmetology school, top scorers will be invited to join Team USA for the 2012 OMC HairWorld competition. To be considered for Team USA, entrants must participate in either BOTH of the Fashion or BOTH of the Technical competitions. All competitions are performed on mannequins. Categories include:
- Technical: Creative - Competitors will perform a Creative Hairstyle showing their creative skills on wet hair.
- Technical: Hair by Night – Competitors will create a technical evening-appropriate hairstyle.
- Fashion on Long Hair: Day Style - Competitors will create a fashionable hairstyle on long hair suitable for day wear.
- Fashion on Long Hair: Evening Style - Competitors will create a fashionable evening hairstyle on long hair with a total look in mind.
Prizes & Rules
Entry prices vary by level and range from $99 to $129 if registered by January 6, 2012, and $129 to $149 from January 7 to 22, 2012.
ISSE Long Beach is open to licensed salon/spa professionals, cosmetology students and instructors only. To maintain a professional atmosphere, attendees must present proof of license and a valid photo ID. Follow the link for more information on ISSE Long Beach along with official entry details for the hair and nail competitions.
Professional Beauty Association & Milady Expand BeautyU
by CurlStylist on Monday, November 14th, 2011
To continue expanding its array of educational opportunities for its membership and the industry, the Professional Beauty Association (PBA) is proud to announce a strategic partnership with Milady, a provider of leading beauty and wellness solutions to help support beauty professionals in personal career development and overall business success for more than 80 years.
This partnership will enhance PBA’s online and on-demand education program, BeautyU, which is targeted to manufacturers, distributors, salon/spa owners and licensed professionals. By working with Milady, PBA will be able to expand the amount and array of top-notch education on topics, including marketing, finance, operations, leadership, safety guidelines, new style techniques, human resources and more. The menu of offerings will include online classes, live and archived webinars, CDs/DVDs and books.
In addition, by partnering with Milady, PBA will also be able to expand its on-site classes and training sessions at PBA’s family of events, including the International Salon and Spa Expos (ISSE) in Long Beach and the Chicago area along with PBA Beauty Week in Las Vegas.
“PBA is continually working to ensure that our members and the industry have access to first-rate and relevant education that helps drive personal and business success.” states Jessi Marshall, PBA’s Director of Industry Programs & Education. ”With the Milady educational partnership, we firmly believe we have the most comprehensive educational offerings available for the beauty industry.”
The offerings provided by BeautyU in partnership with Milady are available for PBA members and non-members; although PBA members receive a substantial discount.
Wondering what courses you can take? Access PBA’s educational offerings.
Wella Professionals Reveal Top 2012 Hair Trends
by CurlStylist on Thursday, November 3rd, 2011
WOODLAND HILLS, Calif. — Every year, Wella Professionals‘ renowned Global Creative Directors, Eugene Souleiman (Care & Styling) and Josh Wood (Color), collaborate to identify four emerging hair trends using comprehensive research from fifteen of the leading independent trend forecasting experts and agencies around the world. Wella Professionals adapts the four key looks to distill the trends for the year ahead.
The 2012 trends – Grace, Blaze, Celeste and Roxy – are exemplary of female personalities that influence every facet of fashion and beauty. The 2012 portfolio of looks was revealed in New York City to an audience of over 2,000 international top stylists and influencers from Asia, Europe, Russia and North America.
Wella’s creative forces have already tapped these trends for style inspiration behind the scenes at the Spring 2012 fashion shows. We expect to see more styles inspired by Wella’s trends in the year to come!
Here’s what the Global Creative Directors and Wella Professionals’ Celebrity Stylist, Andy LeCompte and Colorist Aura Friedman predict will be the next big trends from the red carpets to the runways, and on real women.
Grace: The Modern Muse
Grace is the leading lady, poised and perpetually glamorous without even trying. The main inspiration for Grace is nature, although there is nothing natural about this look. Celebrity Stylist Andy LeCompte foresees this look’s effortless elegance will translate into an exceptionally premium finish with shine and fluid texture to the hair.
He says, “Grace’s luxurious look is the perfect statement for the red carpet. We’ll see celebrities with more pristine, polished styles and glamorous, bouncy blowouts.”
The voluminous look Eugene Souleiman created for DKNY at the Spring 2012 runway show perfectly illustrates the simple, flowing style Grace embodies. The color palette is soft and light, with a warm glow to emphasize healthy, shiny hair.
Blaze: The Femme Fatale
This trend focuses on stealing the spotlight and overt sensuality. High gloss hair gets even more dramatic with Blaze’s statement styles and Latin flair.
Passionate colors like black, grey and fuchsia will come to life in dark, shiny tones so strong they command attention. Graphic styles and daring shapes heighten the drama for this look.
When adapting the Blaze trend into a hair look, Eugene Souleiman reveals, “I wanted the style to feel like a ’30s felt cloche hat or be reminiscent of a burlesque dancer from the ’20s. The whole trend is about the girl feeling like an entertainer.”
This concept is conveyed with sharper and sculpted styles, much like the look Eugene created on the runway for the Antonio Marras Spring 2012 show.
Celeste: The Free Spirit
Celeste is an ethereal, otherworldly persona of pure perfection that cannot be pinned down, which lends to the futuristic trend she represents. Style and color harmoniously illustrate a clear style and translucent and jewel-toned palette. Shine is very important as it creates the glistening, futuristic sense of Celeste. The style appears simplistic and sleeked to perfection.
Colorist Aura Friedman drew upon this trend when creating rose gold and peach-hued hairpieces for Peter Som’s Spring ‘12 show.
“This look is universally flattering and very wearable for the everyday girl,” says Aura. “Women on the streets are sporting a few subtle tones in their hair for a modern, sophisticated take as the pastel trend has evolved.”
Roxy: The Scene Stealer
Roxy is the natural center of attention as the life of every party and is reminiscent of the ’70s club culture. For hair, this is manifested into a bold and attention grabbing style that does not shy away from size, shape and texture. Eugene styled deconstructed buns at Missoni’s Spring ‘12 show, alluding to this raw, textured look. Color also plays an integral role with a cool red palette, deep enough to make a statement but with an edge of sophistication.
Josh Wood says, “There is a real shift to a cool red tone, rather than warm in this trend. There are also bursts of violet coming through to give depth.”
Wella Professionals has provided the stage for the most creative hairdressers around the world to perform with the brand’s International Trend Vision Competition. Trend Vision offers a unique way to inspire hairdressers and women to evolve with these looks and experiment with the latest in cutting-edge hair fashion.
Losing a Salon Client to a Co-worker
by CurlStylist on Friday, October 21st, 2011
Every hair dresser probably knows how awful it feels to lose their client to a co-worker. The agony in wondering what you did wrong can greatly affect your self-confidence, and you may even start to doubt yourself when styling a loyal client’s hair who has no intention of leaving you for someone else in your salon.
“What is she doing that I didn’t do?” is a question you may be asking yourself. But don’t worry, this situation does happen, and even though it may seem like an embarrassment to you, you can learn from the situation and turn it into a good experience.
Find Out Why
First off, you want to know what happened, right? Why did she choose my co-worker over me? There may be a few different answers to that question. You can start off by talking to your co-worker to discover why she chose to go to her instead of you. Does your co-worker style hair differently? Maybe her cuts are more modern. Maybe she specializes in curly or wavy hair. Maybe she can straighten out curly hair with an excellent blowout.
Any of these differences may be very important to your client’s needs. Every staff member is valuable to the salon for their different talents, and that’s a good thing! You want the salon you work for to be diverse to accommodate the needs of each individual.
If your client chooses another stylist at your salon because of her specific needs, something you may not specialize in, don’t fret. You have your own talents. Use them, market them and always make sure each client has a great experience, even if that means sending them off to a stylist that is better suited for them.
Addressing the client herself is not a good idea in this particular situation. She is still a loyal customer of the salon and that is important. Your number one priority as an employee is to make sure your salon doesn’t lose business. If you address the client personally, she may feel embarrassed and stop going to the salon altogether. Trust me, you do not want this to happen.
This will only cause problems with you and your boss and with your co-worker, and no one likes to work in a hostile environment. Tension between co-workers affects everyone in the salon, from clients to the staff, and that’s bad for business.
When addressing you co-worker about the situation, be sure to do so in a private setting, keep calm and be professional. Have an open mind. After all, it may not even be your fault. If you co-worker is professional, she will never make you feel bad about the situation.
Shrug it off
Don’t worry so much! Everybody is different, and different people like different things. Maybe you can learn something from this. If a co-worker has a great technique for curly hair, you can always ask her for pointers. Don’t ever think you already know everything; none of us do! All of us could use a little room for improvement.
Losing a client to a co-worker isn’t a big deal if it only happens once or twice. It’s when it keeps happening to you that there is a major problem. If that’s the case, do what you have to do to fix the problem, and fix it fast, because ultimately you are the one who will lose.
Make Curly Hair Men Your Clients
by Ivan Zoot/The Clipper Guy on Friday, October 14th, 2011
Guys make up roughly half the population of the world. On top of that, approximately half of them have textured or curly hair. Curly hair men face the same styling challenges as women, and there are plenty of opportunities for the hair cutters out there who are willing to help them.
Here are my top five tips for positioning yourself as an asset to curly haired guys. Help them manage their curls and they will help you to become a highly successful curly hair cutter.
1. Consult with pictures
If a picture is worth 1,000 words with any client, it can be worth a few more with the guys. Different looks and lengths may be tough for guys to imagine. Using a style book and updated men images will help to paint clear images of the end result you have in mind.
2. Use simple language
To a guy, volume is a knob on a radio, not hair fullness. Texture is the feel of the fabric on their jacket, not the way their hair feels. Hair business lingo is a foreign language to guys. Use simple terms and “guy talk.” Talk texture using the word “curliness.” Body and volume can be described as “fullness.” Styling glaze, no matter how fancy and New-Agey it is, is just hair gel to a guy. Don’t dumb it down, but keep it simple.
3. Take them shorter
Less hair is easier to manage than more hair. Short hair cuts are fast to style and easy to work with. The added bonus for you is that curly hair men are a quick cut in your chair and then back again before you know it. Wavy to curly hair that is cut down below the wave will fall in beautifully. Kinky curly hair can be a monster for many guys to manage at longer lengths.
4. Get hands on with take-home hair care product
You must do more than recommend take home hair care product at the front of the shop. Get product out of the bottle, into their hands and onto their hair at the chair. Show them how much to use and how to use it. Do their hair for them so they can see how you do it. Have them do it for you so you can confirm that they are on the same page. Send them home trained and stocked.
5. Rebook commandingly
Tell them. Do not ask them. If it is a four week hair cut, explain the need to be back in four weeks and assist them at the desk in booking their next appointment before they leave. Where you lead, they will follow. The responsibility is on you to take the lead.
The common theme in all of these is all about taking control of the salon visit and experience. Curly hair men will appreciate the direction and clear guidance. You will enjoy their loyal patronage.
When Your Client Has a Smelly Scalp
by Antonio Gonzales on Wednesday, September 7th, 2011
I was born in Trinidad in the height of a hurricane. I spent my childhood surrounded by the sights and sounds and smells of Carnival and the other Indian, African and Spanish festivals of the Islands. Loving the amazing costumes, I got my start dressing my sisters and doing their hair and makeup. An opportunity came up to work with Trinidad’s leading costume designers, makeup artists and hair stylists. After I left the Island, my career evolved with work in Munich, Los Angeles and now New York City. Here in New York, I am a stylist at the Orlo Salon in the Meat Packing district. Vogue magazine recently named me as one of the rising hairstylist stars in N.Y., I was awarded the best haircut of 2008 by shecky’s.com, Gotham Magazine called me a Shear Genius and Allure Magazine featured me as one of the best cuts 2009.
See Antonio’s blog here.
As stylists, we take so much for granted in terms of our knowledge of everything related to hair. To our clients, we can seem like an encyclopedia. Because clients consider us the “authority,” we must be diplomatic when bringing up potentially embarrassing situations to them. Sometimes clients are unaware there is a problem, so they don’t ask for help, leaving us without a window of opportunity to gently address it. This is where finesse and diplomacy come in.
I know, I know, we all should be aware of our personal hygiene, but at some point, we all have had our hygiene mishaps (dirty nails or bad breath). One area in particular where some clients seem to be consistently clueless is when the hair and scalp are dirty and have an odor. Here are some tips on how to make your client aware of something as sensitive as a smelly scalp or hair.
Don’t feel embarrassed. It is highly likely they would rather know than not. Here are some gentle lines to get and keep the conversation going.
“You may not be aware, but I have noticed you seem to be having a scalp issue. I’m not sure what may be causing this, but it’s important for me to bring it to your attention to assure you we can treat it.”
Notice I say “we.” This way the client doesn’t feel alone at a time when they may feel embarrassed, vulnerable and insecure.
Continue the conversation by asking the following questions until you find the culprit.
“Do you use any excessive oils or inexpensive silicone products on your hair?”
Share with the client how hair oils and silicones can build up on the hair quickly, especially cheap, low grade silicones.
“How often do you shampoo and what shampoo are you using?”
Recommend they increase the amount of times they shampoo, change their shampoo if necessary and that they get a shampoo that contains tea tree or a detoxifying shampoo that can help with keeping the scalp feeling fresh and clean of build up.
“What conditioner are you using and are you rinsing it well?”
Explain that leave-in conditioners are made to be left in. And regular conditioners are made to be rinsed off.
“When was the last time you washed your hair brushes and combs? Do you wear base ball caps or fabric ponytail holders, and when was the last time you washed them?”
Dreaded bacteria is one of the primary causes of a smelly scalp. Hairbrushes and combs should be washed at least once a week, especially if used frequently. Accessories hold bacteria, too, so encourage the use of washable ones so that they can be kept clean as well.
“Are you using hair powders to remove oil, and how often?”
Hair powders are also another culprit and possible cause of a dirty, smelly scalp.
As difficult and uncomfortable as these embarrassing situations may be, honesty is always the best policy when it comes to our clients and their hair. Don’t hold back. Your client may not respect you for not telling them when they ultimately figure out the truth — from someone else. Be the expert they rely on, and you’ll always keep them coming back.
Searching for Hair Texture Satisfaction
by Michele Musgrove on Thursday, September 1st, 2011
The old phrase, “The grass is always greener on the other side,” refers to the tendency we humans have of examining each other’s lives and believing that others are better off than we are, even when they’re not.
Nowhere does that phrase ring more true than when it comes to contemplating our hair texture. Girls with thin, straight, lackluster locks always seem to be gazing over the fence at the girls with the curly, wavy tresses. And the girls with the natural whirls, twirls and kinks always seem to be sneaking a peek at the girls with the shiny, sleek hair.
And, aren’t we all glad that they do? That yearning is one of the most important motivators for driving clients into your chair. When clients are disillusioned with their hair texture, they seek shelter where a professional can offer them expert guidance and advice, a selection of skilled-based services, and shelves of products that benefit their unique hair type.
And, lucky are those clients who discover the wizened pros who help them understand, enhance and celebrate the beauty of their own texture, and teach them how to mix it up when the urge for change is irresistible.
As the cultures that make up America’s great melting pot continue to blend, a growing number of stylists are seeing the benefits of being able to work with a variety of waves, curls and kinks. By broadening their textural horizons, stylists are finding they can open up their books to a variety of new clients. Many soon discover they are tapping into an unmet need within their own communities, and before they know it, they’re being touted as texture experts and are catering to a whole niche market.
All in all, that’s good for business.
In the next edition of Texture!, brought to you through a collaboration of MODERN SALON and NaturallyCurly.com, we share strategies for honing and marketing your curl expertise, reveal the top five common curl mistakes, discover the boom in botanical oil-based products, and look into the new generation of Keratin treatments. As always, the texture conversation continues at MODERN SALON and NaturallyCurly.com.
Read all of this bi-annual issue of Texture!
Styling Curly Hair for More Business
by Michelle Breyer on Thursday, September 1st, 2011
Styled at The Damn Salon
With many women trading damaged, flat-ironed hair for more natural curls or textured ‘dos, a growing number of stylists are now focusing on curly-haired clients and their different styling needs.
Learning about styling curly hair not only brings you new business, but can also keep your chair full during down seasons. With so many products and tools to choose from, we break down some of the most popular ways to break into this niche and to keep your business booming.
Education is Key
Stylists across the country are beginning to recognize the growing trend for textured looks, which has prompted an increase in education. Classes can be found across the country, the most prominent coming from New York’s Deva certification classes, which can last anywhere from one to three days, that trains stylists on the art of dry cutting, the no shampoo method, coloring, and styling curly hair. Ouidad also has a New York certification and aids in promoting a newly certified stylists through their extensive email database of curlies.
If you don’t want to commit to just one brand, there are several ways to gain more knowledge on the art of styling curly hair. NaturallyCurly.com hosts “Texture!” each year at ABS Chicago, drawing hundreds of stylists who have the opportunity to ask questions and watch demonstrations from the biggest names in textured tresses.
Attending beauty trade shows can be the biggest bang for your buck in terms of education with curl-friendly product lines such as Ouidad, Hair Rules, As I am, Jane Carter Solution, Tigi and Mizani showcasing the latest techniques for curls and kinks. These shows are also a great place to catch up on valuable business tips. Premiere Orlando hosts over 50 classes dedicated to building your business as a stylist and salon owner during the three-day convention.
Meetup groups are also an invaluable educational opportunity for both consumers and stylists. One of the largest natural hair meet-up groups comes together in the Dallas area, with over 1,600 curlies looking for advice and education on styling curly hair. Meetups are also great marketing tools, especially for stylists who want to help women transition to natural hair. They have the opportunity to show off their skills to a highly engaged audience.
Getting the Word Out
More stylists and salon owners are finding unique ways to promote their curl expertise through social media, meet-ups, and salon events. With over 500 million active users on Facebook, companies, such as Schedulicity, are helping stylists and salon owners fill their appointment books through their business pages.
Social media can be an especially powerful way for stylists to get new clients. Teresa DeLorenzo of Mademoiselle Salon & Spa in Haverford, PA. says online reviews and word of mouth are her main form of recruiting business.
“Having curly hair is like a cult,” she says. “Two curly-haired women meet and right away they start talking about who does their hair.”
Here are examples of how some stylists have taken advantage of styling curly hair to keep their chairs full:
Niche: The Power of the Deva Cut
Capella Salon, Studio City, Calif.
Training: Honed curl techniques on his own and trained with Lorraine Massey from Devachan Salon
Background: Since starting in the business fifteen years ago, Amiel has noticed how hard it is for curly-haired clients to find someone skilled in styling curly hair. Over half of Amiel’s clientele has curly or textured hair, and he says adding the curl department has definitely increased retail sales in the salon. “I never really planned on specializing in curly hair, but over the years it just kind of happened,” he adds. “It’s just been a fun ride.”
“So many women with curly hair have been getting bad haircuts as a result of cutting curly hair wet and in big sections,” says Amiel. “I end up fixing many hair disasters by other so called ‘curl specialists.’”
He’s become known as the “curl doctor” and invited Lorraine Massey, author of “Curly Girl: The Handbook,” and Deva product creator to train Capella Salon’s team.
How he Markets His Salon: Amiel also teamed up with Massey to create Charity: Water, an organization committed to bringing clean drinking water to developing countries. The project kicked off at Capella Salon’s Curls Night Out, where stylists demonstrated techniques for styling curly hair, and clients enjoyed wine, champagne, and desserts. Massey was on hand during the event to sign books and answer curly questions. To spread the word of the event, Shai used Facebook and NaturallyCurly.com to ensure that all of the area curlies were invited. The raffle at Curls Night Out raised almost $800 for charity: water.
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