31st January 2024
Yes, I’m still standing on my soapbox. Question for you – Do you settle for second best?
The dust seems to have settled following the news that two of the world’s largest companies, and some of their subsidiary brands had moved online with the UK’s biggest chemist and have also now become available in a luxury /new concept’ salon in Battersea, where, let’s not forget, a ‘specialist’ will recommend colour for clients to purchase in store.
The hairdressing fraternity seems to have forgiven one of the most innovative brands of recent years who have allowed their product to find their way onto the website of one of the UK’s cheapest stores, be it through the grey market or other means.
Is it apathy or is it a fear of change, is it contractual obligations that has allowed these companies to basically trample the hairdresser underfoot and stopped many successful business owners from making a change?
Whatever it is, it’s a shame, because retail sales, in-salon treatments and (potentially) colour services will all suffer from the change in the approach to ‘salon professional’ brands.
Salon owners, I urge you to think about your brand and what it stands for, the ethos behind your salon and the values that make the business what it is. What are your USP’s?
Surely one of the biggest differences hairdressing salons and barbers have had is the products that they recommend to their clients, irrespective of whether or not they are available on premium websites, the products were generally regarded as ‘salon exclusive’ and when clients spoke about seeing the brands online, there was always the opportunity to explain why it was a better option to purchases from the salon. All that changed last year with the brands that dropped into the mass market retail world in a big way.
Discounts, special offers, huge marketing strategies; these are all aspects of this business model that will deprive salons of their retail opportunities and make retailing in salons much more challenging.
UNLESS you don’t settle for being second best, because that’s what salons are now to these companies, they are chasing the big turnover and that means the chemist is now No.1 in their eyes.
So put yourself and your business first, where it truly deserves to be, and start the process of looking at brands that remain true to the hairdresser because there are lots of them out there. There are some truly amazing products that you, your team, and your clients will love, all you have to do is a little bit of research and then be bold enough to make the change.
As always, I am here to help if you are looking for advice, and none of the companies I recommend pay me for doing so.
Still standing on my soap box #ProForPro