Beauty Store Business

MAY 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 13 of 75

12 May 2017 | Martucci also suggests that retailers "place product out front by the cash wrap and have try-me samplers in bags." Not only do samples introduce customers to new products and inform them concerning unfamiliar ones, most importantly, they allow customers to experience their results firsthand. So, if "Sample Shampoo" leaves their hair feeling softer or silkier than "Current Shampoo," you just may have won them over to your newest brand. Not only that, but you've subconsciously inspired them to be open to something new—possibly a new shampoo. It's also profitable to be intentional and creative in singling out a specific product category or brand to grab customers' attention. In doing so, you are effectively bringing their focus to something they may or may not know they need—until they see it attrac- tively displayed. Karen Allard, founder and CEO of SBR Sports, touches on this strategy: "Retailers should rotate brands to highlight," she says. "If they can tie it in with a season, it gives the customers ideas on what they might need to purchase." She adds that salons will oftentimes do this with her own brand, placing items such as her Triswim chlorine/ salt water removing hair and skin care on a table surrounded by sand, pails, starfish, sunscreens and sunglasses. Such themed presentations make it hard for customers to miss what's on display. Last, don't forget to properly prepare your staff to engage in informative product talk with customers. Martucci suggests that retailers create "talking-point flash cards" with no more than three points that help the store staff talk about the product from behind the cash register. Whatever strategy you use, keep in mind that customers just want what works best for them. So, if they're made aware of a product that will perhaps work better than their current one, they're likely to try it. In the meantime, check out this list of superior, high-performing shampoos and condi- tioners that deliver results for a number of hair types to use in your eye-catching displays! ApHogee Keratin & Green Tea Shampoo & Keratin 2 Minute Reconstructor from ApHogee are gentle, color-safe and sulfate- and paraben-free formulas. The shampoo works to strengthen and add moisture to the hair, soothe the scalp and repair minor damage while the conditioner's blend of keratin, amino acids, botanical oils and vitamins works to restore dry and brittle hair. Suggested retail prices: Shampoo $8.99, Conditioner $12.49, Fantasia Hair Care Fantasia Heat Protector Shampoo & Conditioner gently cleanse and condition while protecting hair from the heat damage associated with hot tools. The shampoo adds strength to hair while infusing moisture and suppleness, and the conditioner gently conditions and nourishes hair while restoring moisture and shine to dry, damaged hair. SRPs: Shampoo $6.99, Conditioner $7.99, Farouk Systems CHI Deep Brilliance Olive & Monoi Optimum Moisture Shampoo & Conditioner from Farouk Systems cleanses and conditions hair with a blend of olive oil and monoi oil, providing optimum moisture, while leaving hair soft, silky and manageable. The conditioner also helps to strengthens dry, damaged hair. SRPs: Shampoo $14.50, Conditioner $18, Doo Gro Doo Gro Jamaican Black Castor Oil Sulfate Free Conditioning Shampoo & Jamaican Black Castor Oil Leave-In Conditioner are safe for natural and color-treated hair and they contains no silicone, sulfates or mineral oil. The shampoo deeply cleanses hair and removes heavy buildup while the conditioner revitalizes dry and coarse hair, increases moisture, adds strength and body and mends hair breakage. SRPs: $7.99 each, Sanzi Hair Care Sanzi Performance Organics Moisture Shampoo & Color-True Conditioner include 100 percent organic aloe, barbadensis leaf juice and coconut oil. They are color-safe, 100 percent vegan, 72 percent organic, and sulfate- and paraben-free. The shampoo provides a high-lather and gentle cleanse, leaving hair silky and shiny with the right amount of conditioning benefit. The leave-in or rinse-out conditioner leaves hair moisturized and detangled. SRPs: $18-$20 each, Carol's Daughter Almond Milk Sulfate-Free Shampoo & Almond Milk Restoring Conditioner from Carol's Daughter's creamy formula of protein and vitamins, including almond milk, aloe butter and shea oil, softens rough, weak hair without weighing it down. The conditioner provides additional protection against future damage. SRPs: Shampoo $10, Conditioner $12,

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