ESTETICA Magazine USA (1/2019)

advice, and guidance to modernize
salons to re-enchant the clients'
emotional journey through their
salon experience.
At the core of Salon Emotion are
seven key steps of the client
journey; each step is designed to
make an emotional connection:
Window "Attract Me"; Reception
"Welcome Me"; Consultation "Wow
Me"; Treatment Lounge "Relax Me";
Service "Reveal Me"; Retail
"Empower Me" and Checkout "Care
For Me". The program provides the
mindset and training to elevate
each step with core protocols, client
connection, and digital and
furnishing elements to amplify the
outcome. Results worldwide show it
works. Salons fully embracing Salon
Emotion have seen service and retail
gains +20% along with significantly
higher rebooks, referrals and most
importantly client loyalty.
HOW IT WORKS
To get an insider's view of the
practical implications of Salon
Emotion, Estetica talked to Jaison
Henry of The House of J Henry,
Maine's premier hair salon, located
in Portland's historic Old Port.
Jaison found out about the Salon
Emotion concept in 2018, and
decided to join this "movement".
"I think it's hard for beauty pros
to put themselves in a customer's
shoes. We don't experience salons
the same way as a typical customer
does. Salon Emotion allows you to
“Service sales are up, frequency
of visits are up, retail sales and
team member tips are up...”
"Our overall sales are
up 30% Y.O.Y., our retail
sales are up 27% Y.O.Y.
and we maintain a 22%
Retail to Service ratio.
We attribute much of
this to what we have
learned from Salon
Emotion, the visual
tools provided by Salon
Emotion and goal
setting," says Jaison
Henry.
look at the customer experience
differently, from their perspective,"
explained Jaison.
The House of J Henry team were
eager to accept the challenges
presented by this new concept
and the program has resulted in
the team offering a more holistic
beauty experience for their
customers. "It isn't just about the
haircut and haircolor, it's about
the totality of the customer visit...
I believe our guests have noticed
a difference on how we present
ourselves since the implementation
of Salon Emotion. Our rebook
percentage is at 74.5% and in
January alone of this year we
received 81 more referrals than
we did January of last year. Our
services sales are up, frequency of
visits are up, retail sales are up, and
team member tips are up. Every
team member is taking home more
money in service commissions,
retail commissions, and tips," he
declares. Sometimes it's the little
things, often overlooked, that can
make a big difference. For example,
Jaison claims he was surprised by
the impact made by paying more
attention to the salon's window
dressing. "We added monitors that
display new products, services and
show the inside of our company.
Our walk in traffic is up and our
customers are asking about the
new products being displayed. I
would never have paid that much
attention to our front window
before Salon Emotion," he admits.
As Jaison sums up, "with Salon
Emotion, we can evolve and keep
pace with our customers' everchanging
needs."
Join the future and elevate the client
journey in your salon. For more info
e-mail gail.cohen@loreal.com or
follow on Instagram #salonemotion