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Wednesday, October 18, 2017

Keep up with the Ever Changing Beauty Industry by Tony Odisho

Tony Odisho, salon owner (tonyodisho.com) and hair expert, recently attended the Intercoiffure America-Canada Fall Atelier 2017. A huge focus of this convention was on how the beauty industry is changing and how to keep your business thriving in today’s world. Here are some of his takeaways and advice about salon employees, retail sales and the modern client.
Tony Odisho


YOUR EMPLOYEES

It all starts with the salon team.  Your typical stylist is not what (s)he used to be. As salon owners, we need to accept the fact that the new generation of hair dressers brings with it new ideas, expectations, needs, and knowledge. The industry is constantly changing, and with that, the idea of “this is how we do things because this is how they’ve always been done” is an impossible concept. Today’s hair dresser may not want to work a “typical” Tuesday-Saturday schedule, do in-salon training, or offer all services. Today’s hair dresser may want to focus on specializing in certain services, work better with a flexible schedule, and most likely thrive on positive feedback and Instagram likes. If you don’t go with the flow, another salon owner will, or that stylist will find a suite or rental that will provide that freedom.

YOUR RETAIL SALES                                                                                                                       
With retail giant Amazon and thousands of other online shops at everyone’s fingertips, it’s naïve to think that clients will travel to salons specifically to purchase professional haircare products. Modern consumers are always on the hunt for what has the best reviews, what’s on trend, and how to get the best deal for their dollar. In order to keep the retail business alive in a salon, we have to think and act like retailers. Train your staff with a “find the need” instead of a “show and tell” approach. Set up your retail area in a way that connects with the client. Highlight specific items sharing features and benefits and other clients’ feedback.  Use key words such as “favorites, best sellers, stylists’ picks” to spark interest and show credibility in the product.

YOUR CLIENT

Today’s client has specific goals when it comes to her beauty and salon experience: she wants ease, simplicity, and quick gratification. Your client has the ability to have a million other experiences. When she sits in your chair, she is choosing you. The reality is we now live in a world in which the hair salon is not the only place for clients to get ideas and suggestions. Social media offers a plethora of ideas and information. Clients are well-informed of what’s on trend and where and how to get what they want. The oversaturation of beauty products, DIY videos and coupons may hinder your business.  At the end of the day, however, your clients are human! Nothing compares to making an emotional connection and making someone feel special. Listen to her. Value her. Most importantly, give her an “experience”, not just an appointment.

STATS ON CONSUMER INFLUENCE

·       1.8M beauty videos on YouTube

·       43.3B views

·       50% increase in views

·       170M Facebook shares

·       182,621 Beauty Creators/Influencers

·       18M beauty item searches on Amazon in last 6 months

Source: Pixability

http://intercoiffure.com/

More about Tony Odisho:

President and Founder of Tony Odisho

Tony began his career in Rome, Italy, where he studied cosmetology at the prestigious Marelena Academy. Young and ambitious, Odisho immigrated to the United States determined to bring the best beauty practices from Europe.  He was promptly hired by L’Oreal Professionnel to work as an educator and color expert. Tony then opened his acclaimed salon and spa, Exsalonce, in Roscoe Village, Chicago. Tony’s reputation as a master extensionist and businessman landed him an executive position for a major hair extensions brand. In 2009, Tony saw the need for his own line of high end hair extensions.  He created Tony Odisho , offering the best quality extensions and everything needed to apply and care for them.  Tony Odisho, Beauty for Life. Tony Odisho is still a master stylist and a member of the prestigious Intercoiffure America-Canada.

Thank you for taking the time to read this beauty salon blog post. We hope that you have found this fashion blog post to be enjoyable. If you have comments or questions, please add your thoughts in the discussion area below.

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