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BehindTheChair.com
2003
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Skincare for Beginners -
How to pick the best products for your salon.
By Chantal Tode
Got a notion to carry lotion? You’re not alone.Lots of savvy salons are getting in on the skincare trend, creating rooms for facials and other treatments, and adding skincare to their retail mix.“In the last five years especially, we have seen tremendous growth where salon owners,
and full-service salons want to offer one-stop shopping to their clients,” including skincare, explains LYDIA SARFATI, co-founder and CEO of REPECHAGE, New York City. But before you decide which line of lovely lotions and incredible creams to introduce into your salon, there are several important factors to consider. To help you pick properly, we spoke to industry specialists and asked them for advice.
 COMMITMENT ISSUES
First, you need to decide what level of commitment you want to make to the skincare category, says ANNET KING, director of training and development for DERMALOGICA, Torrance, CA. For example, do you have the space to create a mini spa area where rooms can be soundproofed? “You have to make sure the salon lends itself to a relaxing environment if you want to offer facials,” says King. If not, limit your skincare offerings to waxing and mini-makeovers. Otherwise, your staff will end up fighting over the various smells and sounds emanating from the different areas, says King. Whether your commitment is large or small, it’s important to offer services that will introduce your clients to the skincare products you want to sell. So if you DO decide to offer facials, pick a line that has professional products as well as retail products so your clients can purchase from the line. At this stage, it’s a good idea to survey your clientele to find out what their skincare needs are, says Sarfati. Do they currently receive any spa services? Which ones? Where do they go? Which skincare products do they buy? Where do they buy them? The answers to these questions will provide important guidelines to help you choose a skincare line that will appeal to your clientele. Also ask your staff which skincare lines they like, suggests King. “Everyone in the salon should buy into the line you pick or they won’t support it,” she explains.
SMART SHOPPER
BARBARA SALOMONE founder and president of BIOELEMENTS, suggests attending local trade shows, looking through trade magazines, searching the internet and visiting other salons to find out which lines are available for you to choose from. If you have a good relationship with your distributor, it’s also a good idea to find out if it carries any skincare lines. As the list of appealing brands starts to take shape, keep several criteria in mind. “First and foremost, know the price points that your marketplace is comfortable with,” says Salomone. In other words, don’t pick a line that offers $25 toners when your haircuts are $20. You also want to find a line that will appeal to the age group you service the most. Most lines have a wide variety of products, but are more heavily weighted toward one age group, says Salomone. If most of your clients are teenagers, then make sure there’s a wide selection of products for acne. If baby boomers are your most loyal customers, than stock a line that has a lot of anti-aging products. Think about your salon’s image as well, suggests RACHEL LANG, spa director at the AVEDA INSTITUTE in New York City. If you have a European flavor, then pick a French line. If your look is Zen, then focus on brands that emphasize ingredients from the Far East. “When you carry product that shares your salon’s philosophy, it gives your business more credibility,” says Lang. She also recommends finding out if signature treatments are available. “These will set your staff up for success,” she notes. To get a clearer picture of the line’s image, ask the company’s representatives a number of questions, including the following, says King:
--What is the philosophy of the line?
--Who is it for?
--What is it that makes the line different?
--What types of treatments can I offer with this line?
NARROWING THE FIELD
Once you have a list of potentials, you can start eliminating lines based on the level of support a manufacturer offers. The best way to get the most support from a manufacturer is if you carry only one skincare line. In exchange, you should expect it to offer you a certain level commitment on the education and marketing fronts. “When you spend more money with a manufacturer, it will spend more in return,” says Salomone. You can always bring in a second line once your skincare department is profitable, Salomone continues. “But at the beginning, do it right with just one line. Because if you’re not doing well with one line, you’re not going to do any better with two or three.” she Plus, having only one line to educate the staff about is easier, says Lang. What to look for from a manufacturer in the area of education includes on-going training and supplemental training information like videos and instructional books, says Sarfati. Also find out if the training will be done by an educator or a local line rep, suggests Lang. On the marketing side, here are some things to consider:
--Will the manufacturer provide tester units and samples?
--What promotions does it offer?
--Will it do an opening for you?
--Is co-op advertising available?
--What about postcards and other mailers?
You also want to make sure the manufacturer will provide retail bags and tissue paper, which can add up to a lot of money if you have to buy it yourself, says Salomone. Find out what type of advertising support the manufacturer provides for the line. Does it advertise only in trade publications? Consumer advertising will insure that your clients are familiar with the line, says Lang. At this stage, get a treatment yourself, suggests King. “Find out what the line feels like on your skin,” she says, adding that it’s important that YOU buy into the line before you sell it to your staff and your clients. LINDA VOIGT, who is the vice president of operations at NEW REFLECTIONS SPA SALON in Plymouth MN, offers these final words of advice to salons entering the skincare category: “Take it seriously,” she says. “Don’t expect to put it on the shelf and have it walk out the door!”
Locations:
NEW REFLECTIONS SPA SALON
Plymouth Town Center
3530 Vicksburg Lane, Plymouth Minnesota 55447
NEW REFLECTIONS SPA SALON
Minnetonka Ridgedale Center
12351 Wayzata Blvd., Minnetonka, MN 55305
NEW REFLECTIONS SPA SALON
Maple Grove The Fountains at Arbor Lakes
11620 Fountains Drive
Maple Grove, MN 55369
(763) 559-3185 phone
www.newreflectionssalon.com
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