American Salon 0512 : Page 44

ROOM SERVICE Antonio Prieto, who owns an THREE’S THE CHARM Gila Rut Aveda Salon With the opening of their third San Diego location in Torrey Hills Town Center earlier this year, co-owners of Gila Rut Aveda Salon Karla Lopez-Martinez, Keri Davis and mother Carol Davis have stuck close to their fundamental business model. Their vision behind the fi rst location of Gila Rut, (Hebrew for happiness and freedom), which opened in the hip downtown Hillcrest region in 1992, was to fi nd a site in a neighborhood strip mall that people visit for everyday needs. Fourteen years later, they headed east to Otay Ranch for their second salon. In celebration of their 20th anniversary, the successful business partners have ventured to North County to open the newest 2,200-square-foot space. The location’s modern-chic decor features espresso-colored hardwood floors, energy-efficient LED lighting, blue and tan walls and high white ceilings. An enticing makeup bar and retail wall boasts a wide selection of Aveda cosmetics and haircare products. The 270 employees across the three salons are trained to offer services such as cuts, color, styling, deep-conditioning treatments, hair extensions, makeup application, brow tinting and facial waxing. “All three salon locations have their own kind of success story and their own level of energy for both staff and guests,” Keri says. “But at the heart of their success is what they have in common—a strong business model and foundation of culture that have proven effective over time and challenges.” —M.R. SIGNATURE SERVICE ON THE MEND Elements Hair Studio in Brooklyn, NY, is offering clients targeted solutions for damaged strands using Matrix’s recently revamped Biolage Cera-Repair in-salon service. The paraben-free Cera-Repair treatment comes in three formulas, all containing patented ceramide technology, along with conditioning emollients: Hydrathérapie, designed to deeply condition dry hair; Fortethérapie, which strengthens chemically weakened, damaged hair; and Colorcarethérapie, formulated to moisturize color-treated strands and seal in color. After analyzing the client’s hair to select the appropriate formula, the stylist applies the treatment to freshly washed and towel-dried hair and allows it to process for 5 to 10 minutes before rinsing the hair and cutting or styling. For clients who are in a rush but still looking for a quick fix, Elements Hair Studio owner Robert Santana recommends cutting the hair while the treatment is processing to save time. “This will also enable the shears to glide while doing the cutting service,” says Santana, who is a Matrix artistic designer. “Clients will be able to see and feel the difference instantaneously after the Cera-Repair treatment.” —L.A. 44 American Salon May 2012 ANTONIO PRIETO eponymous salon in New York City’s Chelsea neighborhood and is known for his connections to the glitterati, is bringing the glamour home to clients in Manhattan with a new service called Prieto Select that he describes as “the ultimate house call.” Prieto has worked with photographers like Annie Leibovitz and Richard Avedon, which has landed him in the world’s top fashion pages. For Prieto Select, he’s gathered a crew of stylists and makeup artists with equally impressive credentials to provide on-site hair and makeup services. Clients need only prepare by washing their hair and the artists do the rest: haircuts, blow-outs, styling, extensions and makeup. Prieto sees the service as an opportunity to connect clients with top editorial stylists who are not normally accessible to the general public. Bridal services are an obvious fi t, and account for a signifi cant portion of the menu, but Prieto Select should also appeal to visitors who arrive in the Big Apple without pre-booking or just want a high-end salon experience without leaving the hotel. —K.F.

Better Business

American Salon staff

Three’s the Charm Gila Rut Aveda Salon With the opening of their third San Diego location in Torrey Hills Town Center earlier this year, co-owners of Gila Rut Aveda Salon Karla Lopez-Martinez, Keri Davis and mother Carol Davis have stuck close to their fundamental business model. Their vision behind the first location of Gila Rut, (Hebrew for happiness and freedom), which opened in the hip downtown Hillcrest region in 1992, was to find a site in a neighborhood strip mall that people visit for everyday needs. Fourteen years later, they headed east to Otay Ranch for their second salon. In celebration of their 20th anniversary, the successful business partners have ventured to North County to open the newest 2,200-square-foot space. The location’s modern-chic decor features espresso-colored hardwood floors, energy-efficient LED lighting, blue and tan walls and high white ceilings. An enticing makeup bar and retail wall boasts a wide selection of Aveda cosmetics and haircare products. The 270 employees across the three salons are trained to offer services such as cuts, color, styling, deep-conditioning treatments, hair extensions, makeup application, brow tinting and facial waxing. “All three salon locations have their own kind of success story and their own level of energy for both staff and guests,” Keri says. “But at the heart of their success is what they have in common—a strong business model and foundation of culture that have proven effective over time and challenges.” —M.R. Signature Service On the Mend Elements Hair Studio in Brooklyn, NY, is offering clients targeted solutions for damaged strands using Matrix’s recently revamped Biolage Cera-Repair in-salon service. The paraben-free Cera-Repair treatment comes in three formulas, all containing patented ceramide technology, along with conditioning emollients: Hydrathérapie, designed to deeply condition dry hair; Fortethérapie, which strengthens chemically weakened, damaged hair; and Colorcarethérapie, formulated to moisturize color-treated strands and seal in color. After analyzing the client’s hair to select the appropriate formula, the stylist applies the treatment to freshly washed and towel-dried hair and allows it to process for 5 to 10 minutes before rinsing the hair and cutting or styling. For clients who are in a rush but still looking for a quick fix, Elements Hair Studio owner Robert Santana recommends cutting the hair while the treatment is processing to save time. “This will also enable the shears to glide while doing the cutting service,” says Santana, who is a Matrix artistic designer. “Clients will be able to see and feel the difference instantaneously after the Cera-Repair treatment.” —L.A. Room Service Antonio Prieto, who owns an eponymous salon in New York City’s Chelsea neighborhood and is known for his connections to the glitterati, is bringing the glamour home to clients in Manhattan with a new service called Prieto Select that he describes as “the ultimate house call.” Prieto has worked with photographers like Annie Leibovitz and Richard Avedon, which has landed him in the world’s top fashion pages. For Prieto Select, he’s gathered a crew of stylists and makeup artists with equally impressive credentials to provide on-site hair and makeup services. Clients need only prepare by washing their hair and the artists do the rest: haircuts, blow-outs, styling, extensions and makeup. Prieto sees the service as an opportunity to connect clients with top editorial stylists who are not normally accessible to the general public. Bridal services are an obvious fit, and account for a significant portion of the menu, but Prieto Select should also appeal to visitors who arrive in the Big Apple without pre-booking or just want a high-end salon experience without leaving the hotel. —K.F. French Connection Salon Àcôté First opened in 1998, Salon Àcôté on Boston’s posh Newbury Street just underwent a major redesign intended to reflect a contemporary European aesthetic, according to co-owner and founder Gaston Safar and his son, co-owner Alex Safar. “We’ve been in business here for over 13 years, and have some of the most talented stylists in the city,” Alex says. “We wanted the interior of our salon to reflect our passion for the industry.” The design of the two-story 2,500-square-foot salon, inspired by the South of France, features Italian marble; chic furniture by the Maletti Group and Philippe Starck; a dark wood-accented reception area where guests can purchase Oribe Hair Care, Moroccanoil and René Furterer products; a cappuccino and wine bar; and a large outdoor terrace. One of three salons the family owns (Safar Coiffure is also on Newbury Street and Safar Miami in located in Florida), Salon Àcôté offers a comprehensive menu of services that includes haircuts, color, keratin hair treatments and extensions to appeal to all clients’ needs. One thing that truly makes the business so successful though, according to Alex, is the value the staff puts on customer service. “Our clients are extremely important to us,” he says. “We host parties to engage them and get to know them. We live this business; it’s not just a job from 9 to 5.” —L.A. Screen Play Close at Hand Redken Education Artistic Director and two-time NAHA Master Hairstylist of the Year winner Kris Sorbie has channeled her professional styling and business expertise into an interactive platform with the new Kris Sorbie TouchPro iPhone and iPad app. The new app is designed to provide professional hairdressers with Sorbie’s own brand of education, fashion-forward trends, inspiration and direct access to the beauty pro. “Before we do anything, we need to be inspired to do it, and this app offers just that,” Sorbie says. Features of the free app include daily business tips; an inspirational photo library; how-to styling videos; step-by-step haircolor techniques; and consultation tools in four categories: Design, Up Styling, Color and Texture. “The Consultation section has all the questions that we need answered in order to get the results we—and our clients—want,” Sorbie says. Beyond education, TouchPro also includes interactive options such as the Geo Tracker that shows where Sorbie goes every day, as well as the FolioCam, which allows users to capture before and after images of clients and save them in the in-app portfolio. “We always have some down time in the salon between clients, so why not take the time to educate ourselves and grow our brands?” Sorbie says. —J.T. Promo Power Though part of a small four-person operation within Reflections Salon in Fresno, CA, stylist Tony Miller of Tony Miller and Crew has created a larger than life presence in California’s Central Valley. Twice-monthly segments on the local NBC affiliate morning show have boosted the beauty pros’ visibility and made them the de facto experts on everything from Brazilian Blowout treatments to “man make-overs” and kids’ cuts. For salons with more creativity than money, Miller offers these promotional tips. Develop your Facebook presence. Miller has built up an audience of more than 2,000 people using the site’s friend finder, setting a goal of just three to five new contacts per day. Rather than using the generic Facebook message, he sends a note introducing himself so prospects know he has a legitimate connection to their online friends. Update content often to keep visitors coming back. Miller’s staff religiously takes before-and-after shots of new clients to post on the company’s website and Facebook page. Get involved in local events. Donating a gift certificate to a charity auction gets your name out to an affluent crowd. Volunteering backstage at fashion shows gives your stylists a chance to showcase their talents while they network with other artists in the community. Don’t forget the golden rule: Customer service sells. “The absolute best way to build clientele is to do outstanding work,” Miller says. “The most effective way to promote your work is word of mouth.” —K.F. Cover Story Justin Bieber showed off a new ’do on the cover of his recently released “Boyfriend” single. Celebrity hairstylist Vanessa Price gave the 18-year-old singer a shorter cut just before his birthday. “He’s growing into an adult, so we decided that his hair should reflect that,” Price says. “We looked to the legendary James Dean for our inspiration.” For the cover shoot, Price styled Bieber’s hair with Oribe Hair Care products. To get the look on your clients, apply Oribe Hair Care Crème for Style on damp hair, blow-dry it back and away from the face using your hands for a casual feeling, and finish with a bit of Original Pomade for hold and sheen. —L.A. Man oh Man Created by acclaimed artist and Texas salon owner John Kaytaz and loaded with good-for-you ingredients, JKS International Shampoo for Men packs a mighty punch when it comes to keeping men’s manes in pristine shape. Enriched with invigorating tea tree oil for thickness and strength; niacin, which opens clogged pores; and biotin to restore nutrition to follicles, the vitamin-enhanced formula deeply cleanses as it helps to create an environment for healthy hair growth. jksusa.com —K.D. Rustic Revival At Market Street Barbers in Louisville, KY, a cowhide-covered bench sits in the lobby, a Harley-Davidson bike is displayed on the styling floor, and giant motorcycle murals adorn the walls. “I wanted to capture the true spirit of the American male—cowboys, Harleys and rock ’n’ roll,” owner Bennie Pollard says. After more than two decades as a salon owner, Pollard channeled his talents into the male market with the opening of the unabashedly masculine barbershop in November. Strategically sited in the city’s NuLu (New Louisville) District, the century-plus old space boasts preserved hardwood floors and brick and mortar walls complemented by stainless steel and iron accents. Services include cuts, hot lather straight-razor shaves, gray blending and scalp massages, while Pollard’s own high-performance product line, Gage for Men, is found exclusively on the retail shelves. —M.R.

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