Beauty Store Business

JUL 2018

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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40 July 2018 | Developlus Available in 72 shades, the gentle, aloe vera- based Satin Ultra Vivid Fashion Colors feature a low ammonia content. The fade-resistant color is ideal for gray coverage and the reconstructive base leaves hair looking healthier and shinier. SRP: $9.50, Sparks Designed to condition the hair as it colors, Sparks hair color offers vibrant, long-lasting, permanent results. The shades can be used individually or mixed together to create a plethora of color options. SRP: $7.99, L'Oréal The L'Oréal Technique Beach Baby Lights High-Lift Blonde series offers six permanent hair color shades that deliver lift and toning action in one step. With the ability to lift up to five levels in one step, the conditioning cream formula can be used for all-over blonding, foil highlighting and balayages. SRP: Call for pricing, BOOST YOUR BEAUTY SALES Maria Cerminara, vice president of marketing for L'Oréal Technique, shares her tips for retailers to ramp up sales of hair-coloring products. THE PREP STEP: "Suggest products that help prep the hair before coloring and care for hair after coloring–consumers will be happier with the overall results," Cerminara says. KNOWLEDGEABLE STAFF: "Hire employees who have a professional license; or, provide basic staff training in the key steps of assessing natural or artificial color, the hair's condition and how to select products for the end goal. Encourage customers who are new to color to start with more subtle changes and get on the phone with manufacturer hotlines if a consumer has a question you can't answer. ... Also, have your employees role play on one another, asking about existing color and color goals; personal preferences, such as ammonia-free or not; [and if they desire] complete coverage or translucent results. Ask if your manufacturer will offer staff training," she says. CUSTOMER SERVICE: "Whether beauty apps are involved or not, a personalized customer experience matters most, which means taking the time to talk to each customer and understand his or her needs. In the end, it's individualized customer service–not technology–that makes the consumer feel she has purchased the right product for her needs," Cerminara says. IN-STORE SERVICES: "Another trend that retailers are using to boost expertise and convenience is adding beauty services to the brick-and-mortar store. These not only allow retailers greater expertise in making recommendations; they also give stores access to new customers and keep them in the store longer. In lieu of this, stores could bring in a hair color expert on 'What's Your Color Preference' days or for special color events, and let the staff listen and learn." 1 2 3 4

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