GOAT

2027 is just around the corner, in fact it is exactly 52 days today (10th Nov) till January 1st, and as it happens 2027 will be the Chinese year of the GOAT.

This year has been an interesting one for salons, having to compete for every aspect of their business as some product companies put ever greater emphasis on mass market channels. Wander round any major high street chemist or supermarket or department store and there you will find a plethora of ‘professional’ and ‘celebrity’ brands, usually with amazing offers to be had. Of course we know why this is happening, and if you don’t, have a look at previous posts shared here.

There are lots of reasons for corporate giants to put more marketing and emphasis into the mass market, most salon client purchase from there, so it make perfect business sense to capitalise on that, but, when it is at the expense of salons and their retail and, ever increasingly, their colour business, it’s time to take stock and analyse what needs to be done to secure future success in salons across the UK (in fact globally).

First of all, and this is something I say constantly, if your brand is in a supermarket, department store or chemist, ditch it! You cannot ever compete with these retail giants, and as they become more focussed on their approach to these stores, with beautiful stands and packaging that looks fabulous, so you, as the (loyal) salon miss out more and more.

So make 2027 your business  GOAT – Greatest Of All Time – look at your achievements over however long you have had your salon and dig deep into what it has become, because with everything, change is a constant. My bet is that once upon a time you were courted monthly by your supplier, they helped with marketing, promotional activities, education, product swap outs, you were important to them, but if your supplier has gone down the mass market route, you are not any more.

How do you make 2027 your business GOAT? Well it’s actually quite easy, once you have ditched the brands that no longer give your business what it needs to survive and grow, you have to sit down and do some research.

Honestly, with 50 years (as of 2027) experience in this fabulous industry, working for some of the biggest brands in the world and having written education materials for lots of them, I can say, hand on heart, changing to a brand that supports you with excellent quality products that are SALON PROFESSIONAL, with fantastic, regular promotions, that delivers education in person as well as online, hosts shows and competitions that are not just for the elite, and genuinely helps you maximise your business potential is the best thing you can possibly do.

I look through trade magazines that land on my doorstep every month and I am thrilled to see so much new innovation from brands that care for our industry. I usually ignore the first batch of pages from the big boys who like to show off with their multi paged advertorials, and I heard straight to the brands that I know offer products that are as good as, and in many cases better than what those giants offer.

Our amazing industry has so much available, from brands with a strong history and heritage that still support salons, to the newer companies making inroads as they help salon owners with their products and their profits.

Make 2027 your salon GOAT, change direction, find brands that fit your vibe, not the high streets and watch your colour business grow, your retail sales bounce back, your team get energised and your clients stay loyal to you and everything you have to offer.

GOAT – all you have to do is make the change.

As always I am more than happy to recommend brands that could be the catalyst for your salons GOAT.

#ProForPro #GOAT27