Salon Retail – The Future

NOTE: It’s a big read!

Following on from yesterdays social media posts relating to the news  about certain product manufacturers and their decision to place ‘professional’ products on the UK’s largest chemist/beauty stores website and slowly introduce them into stores, I wanted to clarify a few things about my reasoning behind the flurry of posts shared.

Firstly, for those of you who know me, you know I am obsessed with retail, especially the art of retailing in salons. So obsessed I have written two books about it and have taught and shared information with thousands of hairdressers and barbers over my 45+ years in this industry. So obsessed that I gave up hairdressing to become an educator specialising in retail and in salon treatments. So what I have to say comes from a place deep in my heart.

When I was a retail consultant (for one of the companies involved in this decision) I was taught how to deal with salon team members asking the question… ‘Why do Wella have products in chemist and supermarkets?’ The stock answer was that the majority of the population purchase from these outlets and the brand needs to be recognised to help hairdressers move their clients across to salon exclusive products that had better formulations, were more cost effective and worked better on the hair and scalp (or words to that effect). This was, of course long before online shopping happened.

I have never had a problem with Wella, L’Oreal and Schwarzkopf’s (who are not included in the decision announced yesterday) products being made available in the mass market, after all it was and is the sales of these products which allows R&D to develop new products with better ingredients that find their way into salons to be incubated, judged, and then, dependent on the success, created as a mass market brand with a diluted formulation. This kept salons pacified and also kept the brand identity at the front of the consumers mind. The choice to purchase mass market or ‘salon exclusive’ was theirs to make.

Of course as technology swooped in and changed some of our every day shopping patterns, product house started selling their goods on websites, big multi platforms and their own e-commerce sites. This is something I also have no problem with as online shopping is something that is done because people make a conscious decision to go shopping on a website. Savvy salons quickly introduced their own e-shop which helped keep some sales in their hands and not through other channels.

Shopping in bricks and mortar is different though, we are tempted with a myriads of products and special offers which increases exponentially, impulse purchasing, and the introduction of ‘salon professional’ brands into the UK’s biggest chemist/beauty store is without doubt going to have an impact on salon sales, especially because there will be ongoing special offers that salons might not be able to match or beat.

Whilst most of the professional brands are currently only available on line and in one store (London), the roll-out will definitely happen; there’s no way an investment into shelf talkers and stands would be created for just one store, It’s the tester ground and we will see these brands appearing in our own local stores soon enough.

At this point I have to express my deep disappointment at the decision that has been made, but in reality it’s been sneaking up on salons for a few years now. We have all witnessed the activity TK Maxi has every now and again, and salons have to deal with this the best way they can. The chemist in question has had professional products popping up slowly but surely over recent years, and suddenly it’s a full blown influx of ranges across the spectrum of prices and performance. So now, the potential for greater inflicted damage to salon retail has become a huge issue, the brands stocked in salons up and down the country that have proven to be firm favourites with clients are now available elsewhere, much more easily to access whilst out shopping.

My heart genuinely goes out to all of the sales teams and their managers, and educators who are going to have to deal with the onslaught from their clients, the salon owner, because they are at the coal-front and the frustrations felt by business owners up and down the land has to be vented. On that note I would urge you all to support the workforce as this decision did not come from them.

What can be done then to help save salon retail? The decision on the stock carried has to be looked at with a new eye. Should salons really carry brands that are now becoming mass market or look at more unique ranges that are exclusive to the hairdressing industry? It’s not an easy decision to make as their are financial implications, contractual obligations, familiarity with products all to be taken into account. plus the relationship that salons have with their sales guys and educators cannot be underestimated. Nor can the decision to use wholesalers / distributors to purchase stock from be ignored. There’s a lot riding on the decisions that salon owners have to make.

For me, and this was the element of my posts yesterday that caused the most furore, if I was a salon owner I would seriously ditch the brands, but not until I had sourced products that matched and potentially surpassed the performance of the products I knew and had used for a long time.

The market is awash with fabulous products that are exclusive to salons at price points to suit every budget. So whether you purchase direct or visit your nearest wholesaler, there is something alternative and new out there for you to introduce into your salons.

Having been fortunate enough to review many many products over the years, I know for a fact that there is a new brand waiting for you to discover that will excite you and your teams and in turn your clients. From ID Hair (available from THS) to ELEVEN Australia (Scotland), ELEVEN Australia (rest of UK) Balmain, Davines to Joico, Alterna, Osmo, ABC  Aveda Goldwell, Schwarzkopf, Keune and many many more for you to choose from. Don’t forget, most of these brands do have an online presence but are not generally available in chemists etc; although some might be found in ultra high end designer stores.

And of course, let’s not forget the opportunity to have your own branded range, your products, your logo, your range. Check out REYU  a fabulous capsule collection of amazing products that can truly showcase your own brand identity.

What I’m trying to say, in what is a lengthy blog, is that there is always choice and it’s up to you to make the decision. You can stick with your current supplier and the products they provide and ride the storm, or you can ask about alternatives that are salon exclusive. There is no right or wrong way, it’s your way!

On a final note I want to add that I am a big fan of lots of products, including brands from the companies that have taken this step, but for me, I will always try to remain loyal to salon exclusive brands for as long as I can.

Now off you go and put your plans together to fight this challenge, you have beaten bigger in the past and you will do it again this time!

Note: I am not paid to endorse any of the brands that are linked in this post.