When is enough, really enough?

The soapbox, I’m still standing on it!

Retail in salons can be challenging, clients now browse the internet searching for products that are on salon shelves to see if they can find them cheaper, and some companies put their products in every possible sales channel, from discount stores to chemists, Amazon to Asos, there are brands that have become so diluted that the message they are supposed to give has become so weakened they can no longer seriously be classed as ‘professional’.

The question is – when is enough, really enough? Some brands are really getting their cake and eating it whilst salon retail starves because it simply can’t compete.

The very word – professional – means (according to the Cambridge dictionary) ‘having the qualities that you connect with trained and skilled people, such as effectiveness, skill, organisation and seriousness of manner’.

Professional in the world of haircare means (according to me) ‘an individual with experience and expert knowledge about the structure of hair, the function of the scalp and an understanding of the products that can help benefit and improve both for clients whilst in salon and when they maintain at home.

That word suggests something, and by the very nature (of using it) in relation to retail it should mean, product that is recommended by a professional, not randomly chosen from a shelf in a chemist, or put into an online basket.

But here we are in 2025 where retail is changing on an almost daily basis and salons have to compete or fail.

Let’s put things into context:

1. Amazon is unbeatable – it’s a fact of life and has to be accepted as such, everyone uses this behemoth to sell their goods!
2. Online shopping is inevitable, everyone does it, it’s become a natural part of how consumers shop.
3. Mass market brands that are available everywhere have no place in a salon environment as the offers that giant retailers frequently run with these product ranges can never be matched. (Currently, in that big chemist, there are free gifts galore to be had with purchases).
4. Clients will browse the internet whilst sat in salon chairs.

It’s all doom and gloom, we might as well accept that salon retail is dead and has no place in the modern world of retailing.

As experts who know more about hair and scalp than any online chatbot or store assistant will ever know, it’s time to fight back and change the approach to products in the salon.

1. Carry multiple brand, the more you stock, the more you sell! Always have entry level products, mid priced ranges and aspirational brands available to satisfy all clients purchasing patterns.
2. GET AN E-COMMERCE PLATFORM OF YOUR OWN.
3. Introduce ‘experiential shopping’ ideas into your retail and salon spaces, the more senses you touch the more engaged clients become.
4. Ditch mass market ranges and introduce salon exclusive ranges that create a point of difference – remember that these brands will (also) probably be available online and through Amazon, but not in mass market stores, thats something that can’t be avoided.
5. Introduce schemes that encourage clients to purchase from the salon, loyalty cards, and bonus treats that add a sweetener to the retail offering.
6. Price match as a one off when a client finds your product online at a cheaper price point.
7. Be consistent in the message shared with clients, always talk about the products and equipment used.
8. Use your expertise and share the knowledge that only you are able to give.

The more effort put into your retail landscape, the more rewards you will get. Accepting the changes, and dealing with them the best way you can by looking at alternative ranges and fresh ideas that let your clients know you are serious about haircare can only be of benefit.

If you want to talk product ranges, get in touch, there are some incredible brands out there that can help you help your salon retail business.

#MySoapbox #ProForPro #SalonRetail #SalonPro #EnoughIsEnough