American Salon 0512 : Page 46
Promo Power Though part of a small four-person FRENCH CONNECTION Salon Àcôté First opened in 1998, Salon Àcôté on Boston’s posh Newbury Street just underwent a major redesign intended to refl ect 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. 46 American Salon May 2012 operation within Refl ections 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 affi liate 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 fi nder, setting a goal of just three to fi ve new contacts per day. Rather than using the generic Facebook message, TonyMiller (center) and his “crew” of stylists talk about summer haircare on a local morning television show. 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 certifi cate to a charity auction gets your name out to an affl uent 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. PHOTOGRAPHY: COURTESY OF KSEE24’S CENTRAL VALLEY TODAY SHOW (PROMO POWER)
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