Creative HEAD May 2017

MacGregor Salon, Edinburgh
Backwash area before ...
... and after
Styling station before ...
... and after
REFRESH.
RE-EXCITE.
RE-CONNECT.
SALON EMOTION WILL RE-ENCHANT YOUR CLIENT’S EMOTIONAL JOURNEY THROUGH YOUR SALON
WITH RESEARCH SHOWING that the number of
women visiting a salon dropped from 14 million in
2015 to 13.3 million last year,* it could be a good time
to re-dynamise your salon.
Now, more than ever, it’s important to protect your
current clientele – and to look to the future, too.
Women aged 45+ have traditionally been our industry’s
most faithful (not to mention valuable) customers, yet
since 2010 their annual visits to the salon have dropped
from an average of 6.6 to 5.8.
Think about it: they’re worried about the signs of
ageing, including so-called ‘helmet head’ hair. As your
most important current customer, you need to reassure
them on how you can help with their future hair
colour journey.
Women aged 17 to 30 – dubbed the Transformists – are
driven by trends, and need to be engaged in new and
exciting ways. The least likely age group to visit a salon,
they have to be convinced of the kind of results that can
only be achieved through professional techniques.
Finally, women aged 30 to 45 are so busy nowadays,
they can feel they simply don’t have time to go the salon.
But as they appreciate the difference a salon result can
give and have money to spend, these women actually
provide your biggest opportunity to grow your overall
salon business. The challenge is you need to engage
them. Help is at hand. L’Oréal Professionnel is dedicated
to helping salons futureproof their business with the
Salon Emotion concept.
This unique consultancy programme – designed to
support salon staff and improve the client experience –
has already enjoyed huge success in salons throughout
Europe, and could help you to grow your business by up
to 15 per cent.
Salon Emotion identifies seven key touch points during
a consumer’s journey through the salon, helping salon
owners and their teams understand what their clients
think of the service they offer.
Then, through a combination of training and physical
refurbishment, whether that’s a simple re-decoration
or a complete refit in collaboration with L’Oréal
Professionnel and a team of experts, your salon can
be transformed and your client’s emotional response
and experience reinvented.
Salons who’ve signed up have seen a significant
increase in retail sales (up to 30 per cent in some
cases) and in technical services, especially colour.
With promising results – more satisfied customers, a
committed team and increased profits – isn’t it time you
discovered Salon Emotion yourself?
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CREATIVE HEAD