Credit: Refinery 29
Awards season is a time when Hollywood’s brightest stars light up the red carpet with gorgeous gowns and dazzling jewels at the Oscars, Grammys, and Golden Globes. For the rest of the world, awards season is a time to glimpse the latest hair, beauty, and fashion trends.
Although the glitz and glamour of the award season came to an end this past weekend, the opportunity for your beauty business is just beginning. Major beauty brands have spent significant marketing dollars around awards shows, hoping to increase sales through red carpet inspiration:
- In 2014, L’Oreal Paris touted a whopping 21.8 million impressions and 234,000 engagements on Twitter, Tumblr, and Instagram during the Golden Globes with their shoppable #LOrealParisLive campaign.
- In 2015, Pantene took a similar approach at the Oscars with their #WantThatHair campaign.
The common denominator in both these campaigns is that they each focus on recreating red carpet looks in everyday life.
America is obsessed with celebrities and emulating Hollywood glamor. Whether it’s walking down the aisle, into a ballroom, or across the stage to receive a diploma, major life events such as graduations, proms, and weddings are the equivalent of the Oscars for the average person. There’s ample opportunity to capitalize on red carpet trends for your clients.
These 6 tips will help you take all the buzz from the red carpet and turn it into revenue for your salon.
Pay Attention to Red Carpet Beauty Trends
From a business standpoint, it’s important that you and your staff are aware of the hair, makeup, and beauty trends from the latest red carpet events. These are styles your clients will likely request, and being in the know secures your position as their go-to beauty guru. You probably tuned into this year’s award shows when they aired, but if you missed the Golden Globes, SAG Awards, Grammys or Oscars, don’t fret! There are plenty of fashion and beauty recaps online. Here are a few my top favorite looks: Emma Stone (Oscars), Jenna Dewan-Tatum (Oscars), Anna Kendrick (Oscars), Jessica Chastain (Golden Globes), Gwen Stefani (Grammys), and Sophia Bush (SAG Awards).
Invest in Training Your Staff
Knowing what’s on-trend and being able to recreate those looks are two completely different tasks. To ensure that your staff has the skills they need to be successful, arrange for an on-site training session for your team, or encourage them to attend hands-on workshops like Marc Mena’s Master Styling Techniques, where they can learn how to do red carpet styling from an expert. Ensuring that your employees are continuously honing their skills will help you keep your client base happy. On the flip side, if your salon has mastered the art of red carpet styling, you can host your own stylist trainings that will help you generate additional revenue.
Display Your Red-Carpet-Worthy Work
The only thing better than finding a photo of a hairstyle you love is seeing it modeled in real life. Having your team practice recreating red carpet looks on each other and modeling them throughout the workday will:
- Allow your staff to practice new styling techniques and stay busy during downtime.
- Create walking advertisements of the talent within your salon.
- Start conversations between your clients and your service providers that might lead to additional business (think wedding or prom updos).
Socialize Your Award Show Style
Facebook, Pinterest, Instagram, YouTube, and Twitter can help you establish, expand, and mature your business. These social media channels are extremely useful in reaching your clients, as well as their friends and family. Each of these channels can be used differently to promote your salon. Facebook, Instagram, and Pinterest are great for showcasing photos of your work, while Twitter is great for sharing short tips and creating buzz around red carpet styles. YouTube, with more than 1.3 million video views per minute, is great for sharing step-by-step hair styling and makeup tutorials.
Roll out the VIP Treatment
Whether it’s saving an image of a great red carpet style to a client’s profile to help recreate the perfect look, taking down the products used to achieve the style in the client’s appointment notes, or conducting surveys to obtain feedback from clients on their experience, your salon management software can help you provide VIP treatment. Remember a happy, loyal client means more repeat business and revenue for your salon.
Create Glamour Packages
Updating your website and service menu to reflect red carpet offerings is a great way to attract new clients as well as engage your loyal clientele. Develop packages that are tailored to your salon’s offerings. If you run a full service salon, you might consider a head-to-toe styling package including hair, makeup & lash application, brow styling, and a mani/pedi. Most importantly, don’t forget the convenience factor. Once you’ve updated your menu and website, make sure it’s easy for clients to book those packages online at their convenience.
The Bottom Line
Your salon can continue to take advantage of red carpet looks throughout 2015 with some training, marketing, and tailored packages.
About the Author
Tanisha George brings more than a decade of experience in the beauty industry to the Booker team, including an extensive background in salon operations, luxury brand management and customer experience. Prior to joining Booker, Tanisha spent four years at P&G-Frederic Fekkai training salon managers to run seven of the highest performing salons in the country. She also held executive positions at leading companies including L'Oreal and Limited Brands.Follow on Google Plus More Content by Tanisha George