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So Pure Philosophy

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by

Lee Harper

on 17 June 2013

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Transcript of So Pure Philosophy

What is happening out there?
Behaviours
Products
Colour
- Frequency of visit is lower

- General level of customer
service is more important

- Some evidence of a weaker
bond between stylist & client
- Salons appear to fall into two
groups "outlets" & "experts"

- Even experts are struggling to
stop retail business leaking out

- Mass market advertising is
increasing the aggravation
- Still the biggest part of
your livelihood

- Stronger voices to encourage
by-passing the professional

- More attention to harsh
ingredients or damage to
hair or scalp
Conclusions:
It seems that many clients no longer consider the "Salon experience" to be that special anymore

The "Golden Egg" appears to be broken
With people coming in less often Stylists need to do more to increase their average bill! Just to stay the at the same level
Time to introduce a more "Visible" style of customer service. A helpful way to remember why service counts for so much is:

WHAT PEOPLE PAY YOU COVERS EVERYTHING THAT HAPPENED WAY BEFORE THEY ARRIVED AT THE SALON.

DONT BE FOOLED BECAUSE THEY HAPPEN TO PAY RIGHT AFTER
THE CUT OR COLOUR!
Education & training is the basis of being able to build your product recommendations around your expertise and knowledge.

This is far harder for customers to get elsewhere
There are expert stylists still out there giving great advice to clients, however, there are also many other channels and companies ready to take over at the "transaction" stage instead of your salon.
In light of the aggressive tactics being used to grab your colour clients. You may have to prepare to do much more to set your colour services apart from generic options.
Stylist might
consider developing an
"early warning" system to prevent an element of clientele defecting
to home hairdressers.

This can be automated with software but some personal involvement is probably more effective & worthwhile
Now lets tell you
about this

There is an ever increasing demand for luxury, scientific, NATURAL hair & beauty products....
More questions in the media regarding product & ingredient safety

Influence of growth in organic food market
Public concern over use of various chemicals in personal care products

Development of new and more effective plant-derived ingredients boosting demand

Greater awareness of environment

natural & organic segments are showing signs of greatest growth as more research is conducted on the harmful effects of certain chemicals,

Greater concern with waste

A steady demand from consumers for a more “sensory” experience form hair & skincare products
So Pure
appeals to the demand for natural luxury products
AND
helps stylists to bring products back into the heart of each appointment
It also gives salons something different & special
that cannot be stolen or copied by the mass outlets.
Range overview
Booklets at the ready please...
Full transcript